The effect of environmentally friendly perceptions on festival visitors’ decision-making process using an extended model of goal-directed behavior

This study examined the effect of environmentally friendly perceptions on the behavioral intention of visitors at the Boryeong Mud Festival in South Korea. The results of the on-site survey (N = 400) reveal that three environmentally friendly perceptions formed positive and significant causal relationships with the constructs in the extended model of goal-directed behavior (EMGB). Attitude, subjective norm, and positive anticipated emotion affected desire, which, in turn, influenced the behavioral intention. Three elements, volitional, non-volitional, and emotional aspects, were proven to be crucial in comprehending the perceptions and behaviors of the nature-based festival attendees. The findings of this study will shed light on a better understanding of the decision-making processes of festival visitors when environmental issues are incorporated.

► Environmentally friendly tourism behaviors significantly influence visitors’ desire.
► Desire is a significant mediating variable between EMGB antecedents and intention.
► Nature-based festival visitors participate in the festival with environmentally conscious perceptions.
► Environmentally conscious perceptions are important in consumers’ decision-making process.