Perceived Benefits and Costs of ESG Management and Their Impact on the Behavioral Intentions of MICE Firms’: A SET and TPB Approach

This study explores how environmental, social, and governance (ESG) management influences attitudes and behavioral intentions in MICE firms, using Social Exchange Theory (SET) and the Theory of Planned Behavior (TPB). A survey of 212 industry professionals, analyzed through structural equation modeling, revealed that perceived ESG benefits significantly affect attitude, subjective norm, perceived behavioral control, and behavioral intention. Perceived costs, however, showed no significant impact. The TPB variables also mediated the relationship between ESG benefits and behavioral intention. These findings offer theoretical insights by applying behavioral models to ESG in the MICE field and underscore the practical need for institutional and financial support, particularly for small and medium-sized enterprises facing cost-related barriers.