Formation of festival visitors’ environmentally friendly attitudes: cognitive, affective, and conative components

This study aims to understand the formation of festival visitors' environmentally friendly attitudes. Results reveal that environmental knowledge and concern influence environmental emotion, which, in turn, affects four environmentally friendly behavioural intentions. Results also show that environmentally friendly tourism behavioural intention is most influenced by environmental emotion. The findings offer a new framework for theory development on environmentally friendly behavioural intention as well as important practical implications for festival marketing managers.