The Influence of Green Event Image on Overall Event Image and Residents’ Intentions to Support Environmental Initiatives: A Thai Special Event Perspective

This study examined the influence of green event images on overall event images and residents' intentions to support environmental initiatives in Thailand.Data collected from 411 residents who attended the 2023-2024 Chiang Rai Flower and Art Festival (CRFAF) through purposive sampling were analyzed using covariance-based structural equation modeling.The results revealed that green event images positively influenced both overall event images (=0.331,t=6.219, p<.001) and residents' environmental support intentions (=0.356,t=5.882, p<.001), whereas the overall event image positively influenced environmental support intentions (=0.419,t=6.021, p<.001).The findings revealed that green event images accounted for 15.9% of the variance in the overall event image (R 2 =0.159).Furthermore, the green event image and overall event image collectively explained 32.8% of the variance in residents' environmental support intention (R 2 =0.328).This study extends Image Transfer Theory by demonstrating how green images influence event perceptions, establishing connections between green imagery and support intentions, validating value congruence in event contexts, and providing evidence that green investments enhance event images and organizational credibility.