Extending Drivers and Barriers Model in explaining Sustainable Business Event

Abstract :

The increase in demand to organize  business event triggers the exploration of this study in understanding the drivers of event organizers in organizing a green event in Malaysia.  The understanding of these factors is important due to the demand of implementing green concept during an event among international event organizers. Thus, for this reason, the researcher has applied an exploratory study with 15 event practitioners involves in organizing business event in Malaysia.  The results show that environmental commitment, commitment to promote corporate social responsibility practice, awareness to reduce environmental impact and awareness to reduce environmental impact drive the organizers commitment to apply green concept during their event are the drivers of organizing a green event in Malaysia.  This study is only limited to business event in the context of Malaysia, therefore, it is suggested that future study should explore other types of event and other geographical areas.