From Passion to Pressure: How Employee Identity and Community Voices Shape Sustainability in Event Operations

Abstract

The events industry is facing mounting pressure to embed sustainability into core operations; yet, the mechanisms through which organizational initiatives translate into green practices remain underexplored. Drawing on Social Identity Theory, Stakeholder Theory, and Institutional Theory, this study examines the mediating role of Employee Environmental Identity (EEI) and the moderating role of Community Stakeholder Pressure (CSP) in the relationship between Sustainability Initiatives in Events (SIEs) and Green Operations (GOs). Data were collected from 448 employees in Saudi Arabian event management organizations and analyzed using PLS-SEM. The results reveal that SIE significantly enhances both EEI and GO. EEI partially mediates the SIE–GO relationship, while CSP strengthens all three hypothesized pathways, amplifying the effectiveness of sustainability initiatives and the translation of employee identity into operational outcomes. These findings advance theoretical integration across micro and macro perspectives and offer practical insights for managers, HR professionals, policymakers, and educators seeking to foster sustainability in event operations. By demonstrating the synergistic interplay among organizational initiatives, employee identity, and community pressure, this study underscores the importance of cultivating environmental self-concepts within a supportive stakeholder environment to achieve meaningful green outcomes aligned with Saudi Vision 2030.