Sustainability in Business Events: How Hybrid Formats Shape Attendee Decision-Making

Abstract

This study explores how the availability of hybrid business event formats influences attendees' decision-making concerning sustainable practices, addressing a gap in understanding how hybrid formats impact participation choices in the context of sustainability. The research specifically aims to examine how sustainability practices in accommodation, transportation, catering, and venue selection affect the likelihood of on-site attendance and how the option of hybrid participation shifts preferences toward virtual engagement. Data was collected from 533 international business event attendees, and Partial Least Squares Structural Equation Modelling (PLS-SEM) was used for analysis. The findings reveal that hybrid events, while promoting inclusivity and reducing environmental impacts, often lead to increased online participation, particularly among attendees with strong environmental concerns. Even when sustainable practices are implemented on-site, many participants prefer virtual options to minimise their carbon footprint further. This poses a challenge for event organisers striving to balance sustainability goals with the need to maintain physical attendance to keep the business industry running. The study offers practical recommendations for organising more sustainable and inclusive events, emphasising the importance of integrating green practices while leveraging hybrid formats to meet evolving participant preferences. These insights are crucial for guiding the future of sustainable event planning in the business events industry.