Factors Influencing Event Organizers' Decision to Choose Carbon Neutral Event Services: A Case Study of True Digital

Abstract

The adoption of Carbon Neutral Event practices has become a significant strategy for promoting sustainability in the Meetings, Incentives, Conventions, and Exhibitions (MICE) industry by minimizing greenhouse gas emissions and environmental impacts. However, event organizers’ decisions to adopt Carbon Neutral Event Venue services are influenced by multiple factors. This study aimed to (1) examine the factors influencing event organizers’ decisions to choose Carbon Neutral Event Venue services, (2) analyze the relationships between these influencing factors and the decision to select such services, and (3) propose recommendations for improving the services and communication strategies of True Digital Park to encourage greater adoption of Carbon Neutral Event practices. A quantitative research approach was employed. Data were collected from 80 event organizers using a structured questionnaire and analyzed using descriptive and inferential statistics.

The findings revealed that environmental and image factors exerted the strongest influence on event organizers’ decisions. Respondents placed the greatest importance on corporate social responsibility, environmental impact reduction, and the enhancement of organizational image through sustainable event practices. The second most influential factor was service and innovation, including carbon measurement support systems, sustainability-related technologies, and operational convenience. Economic and cost factors demonstrated a moderate level of influence, with respondents emphasizing value for money and reasonable service costs.

The results indicate that enhancing sustainable venue standards, integrating innovative technologies, and providing comprehensive support for carbon-neutral event management can significantly increase event organizers’ confidence and intention to adopt Carbon Neutral Event Venue services. These findings provide practical implications for venue operators and stakeholders in the MICE industry to strengthen their competitive advantage and support the transition toward sustainable event management in line with global sustainability trends.