Bridging the Value-Action Gap: The Mediating Role of Environmental Sensitisation in the Adoption of Green Event Management Practices

Authors:

Author: Shukla Jaykumar Rashminbhai

(Research Scholar of School of Commerce and Management, Sabarmati University, Ahmedabad)

Research Guide: Prof (Dr.) Lalit Pipliwal

(School of Commerce and Management, Sabarmati University, Ahmedabad, Gujarat, India)

Abstract

The global event industry, while economically significant, acts as a major catalyst for environmental degradation due to high resource consumption, waste generation, and carbon emissions. This research addresses the persistent "value-action gap"—the discrepancy between sustainability awareness and actual operational implementation—within the emerging event industry of Ahmedabad, India. Adopting an integrated theoretical framework of the Theory of Planned Behaviour and Institutional Theory, the study examines how environmental awareness, attitudes, and policy/market influences drive the adoption of Green Event Management (GEM) practices. A quantitative cross-sectional survey of 360 event professionals was analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings establish "Environmental Sensitisation" as a critical psychological mediator that internalizes external and cognitive stimuli into concrete action. Furthermore, the study identifies organizational size as a significant moderator, suggesting that larger firms possess the requisite capabilities to bridge the value-action gap more effectively. The results offer a blueprint for policymakers and industry leaders to move beyond information dissemination toward immersive sensitisation strategies.

Keywords

Green Event Management, Environmental Sensitisation, Value-Action Gap, Institutional Theory, PLS-SEM, Ahmedabad.