von der Heidt, T & Firmin, R 2009, 'A consumer perspective of green event performance', Sustainable Management and Marketing: Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC), Melbourne, Vic., 30 November - 2 December, Australian and New Zealand Marketing Academy, Dunedin, New Zealand.
This paper looks at the under-researched area of assessing organisational green performance and its drivers from the consumer’s point of view. Drawing on the green literature, a model is advanced in which certain environmental attitudes held by consumers drive or restrain the performance evaluation. Ultimately, the performance evaluation may be linked to consumers’ willingness to pay more for a green product. The model is tested in the context of a major annual musical event. Four of the five consumer attitudinal factors, in particular green orientation and collectivist values, significantly predicted green performance assessment. In turn, consumers’ green performance assessment was found to predict the probability of the willingness to pay more for a green ticket.
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