Unlocking the effects of value-belief-norm theory on tourist intentions to support the environment in Thai special events

Purpose By integrating value-belief-norm (VBN) theory and the list of values (LOV), this study aims to investigate the effects of VBN theory on tourists' intention to support the environment in the context of Thai special events. Design/methodology/approach A questionnaire was employed as the data collection instrument, gathering data from 402 tourists who attended the Chiang Rai Flower and Art Festival from 2023–2024, using purposive sampling. The data were analyzed using structural equation modeling. Findings The findings indicate that values (personal values), beliefs (ecological worldview, awareness of consequences and ascription of responsibility), and norms (personal norms) are positively associated with intention to support the environment. Practical implications The findings offer valuable insights for event organizers and policymakers in the environmental event sector. They emphasize the implementation of environmentally conscious event management and strategic communication to foster participants' environmental awareness. These strategies can enhance event differentiation, attract environmentally conscious participants, and generate economic, social and environmental benefits for organizers and communities. Originality/value This research provides significant insights for event organizers and contributes to the limited literature on the application of VBN theory in the event industry and consumer behavior in environmental contexts. By pioneering the integration of LOV with the VBN theory, this study lays the groundwork for future studies aimed at deepening the understanding of tourists' environmental support intentions.