Willingness to Pay More for Green Events: A Behavioral Perspective from Serbia

This study investigates the antecedents of consumers’ willingness to pay more for sustainable (green) events, applying the Theory of Planned Behavior (TPB) in the context of Serbia, a developing non-Western economy. Using survey data from event attendees, exploratory factor analysis (EFA) was employed to identify empirically supported dimensions underlying the original TPB-related constructs. Four factors emerged: Integrated Behavioral Orientation toward Green Events, Preferences for Green Events, Subjective Norms and Perceived Behavioral Control, and Attitudes toward Green Events. Regression analyses show that Subjective Norms and Perceived Behavioral Control and Preferences for Green Events are the strongest predictors of willingness to pay more, while Integrated Behavioral Orientation has a weaker but significant effect. In contrast, Attitudes toward Green Events did not significantly influence willingness to pay, suggesting that positive attitudes alone are insufficient without supportive social norms, perceived control, or strong personal preferences. These findings also highlight the importance of social influence, perceived control, and individual preferences in shaping consumers’ financial support for green events. The study provides an empirically grounded framework for understanding willingness to pay in green event contexts beyond Western settings and offers practical guidance for organizers seeking to enhance participation and investment in sustainable practices.