ROLE OF AWARENESS ON GREEN PRACTICES OF EVENT MANAGERS

Climate change poses a significant threat to Kerala, demanding immediate and sustained action at multiple levels of society. In this context, environmental awareness has emerged as a key driver influencing sustainable practices, especially in resource-intensive sectors such as event management. This study investigates the role of environmental awareness in shaping the adoption of green business practices among event management firms in Ernakulam district, Kerala. A structured interview schedule was used to collect primary data from 50 event management firms, selected using purposive sampling. The study employed descriptive analysis and non-parametric tests to assess the level of environmental awareness and the extent of green practice adoption across different types of organizations. Findings reveal a high level of environmental awareness among event managers, which strongly correlates with the implementation of green practices such as eco-friendly procurement, waste management, and sustainable transportation. Furthermore, the level of awareness and the degree of green practice adoption significantly vary based on the organizational type. The study highlights the critical role of environmental awareness in promoting sustainable event practices and suggests that targeted awareness programs and policy support can further strengthen green transitions in the event management industry.