The role of mega events’ sustainability practices in fostering environmentally sustainable behaviors: evidence from Expo 2020 Dubai

Purpose Aligned with the global commitment to Sustainable Development Goal (SDG) 12: Responsible Consumption and Production, this study investigated the role of mega events in promoting environmentally sustainable behaviors, with a specific focus on Expo 2020 Dubai. Design/methodology/approach The context of the current study is Expo 2020 Dubai. Data was gathered from a convenience sample of 250 Expo 2020 Dubai visitors, and following data screening, the data was analyzed using AMOS 24 software following a two-step approach. Findings The study found that the implementation of environmentally sustainable practices significantly explained visitors’ environmental sustainability awareness. Moreover, the implementation of environmentally sustainable practices and environmental sustainability awareness positively influenced visitors’ awareness of consequences. Personal norms were found to be influenced by environmental sustainability awareness and awareness of consequences, while the relationship between the implementation of environmentally sustainable practices and personal norms was found to be insignificant. Finally, all predictors of intention to adopt environmentally sustainable behaviors were significant, with environmental sustainability awareness having the strongest impact, followed by the implementation of environmentally sustainable practices, personal norms and awareness of consequences. Practical implications These findings contribute valuable insights into the potential influence of mega events on promoting environmentally sustainable behaviors, with implications for event organizers and policymakers working toward sustainable development objectives. Originality/value Despite the significant impact of mega-events, few studies have explored how their sustainability practices affect environmental awareness and behavior. With rising global concern for climate change, examining the role of events like Expo 2020 Dubai in promoting sustainability is crucial. This research addresses this gap by investigating how mega-events can enhance environmental awareness and sustainable behaviors.