Being an indispensable component of tourism
industry, the event industry is growing rapidly over the past decades in terms
of diversity, size, number and popularity. Meanwhile, the issue of greening
industry is at the epicenter of international concern nowadays. Obviously, not
merely event organizers need to adopt various green strategies to greening the
events, but also every individual has the responsibility to perform
eco-friendlier behaviors to make the event greener. Therefore, this paper
begins by a background introduction of the urgent environmental problems
nowadays, current greening development of event industry, and present relevant
researches. Then the literature review of related concepts and an example are
provided. In the following section, the Theory of Planned Behavior is utilized
as a framework to analyze the significance of every individual’s environmentally
friendly behavior in the greening of events process. And then some implications are discussed. Finally, the paper
concluded with the opinion that though the Theory of Planned Behavior is not comprehensive enough to change people’s actual
behavior, it should be considered when event organizers plan and operate the event, since the greening event needs support and
help from every individual.
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