An examination of green events in the context of serious leisure, motivation, environmental consciousness, and behavioral intentions

The primary aim of this study is to identify the serious leisure attitudes of green event participants and to investigate whether there is a relationship between their participation motivation and behavioral intentions toward such events. In addition, the study explores the mediating role of participation motivation and the moderating effect of environmental consciousness in this relationship. Based on this, a conceptual model was developed. The data were collected from individuals who participated in green events organized by the Let's Do It Association in Ankara, using convenience and purposive sampling techniques. Data collection was conducted through face-to-face surveys between September 16, 2023, and September 21, 2024, resulting in 411 valid responses included in the analysis. Structural equation modeling (SEM) analyses were conducted. Both direct and indirect effects were examined to test the mediation effect. The moderating effect was tested through a three-step hierarchical regression analysis. The findings revealed that serious leisure attitudes influence both participation motivation and behavioral intention. It was also determined that intrinsic motivation has a significant effect on behavioral intention and mediates the relationship between serious leisure attitude and behavioral intention. Moreover, environmental consciousness was found to have a negative moderating effect on the relationship between participation motivation and behavioral intention. These findings suggest that emphasizing serious leisure attitudes and intrinsic motivation is crucial for fostering long-term commitment to environmentally friendly events.