Do hedonic and utilitarian values increase pro-environmental behavior and support for festivals?

This study integrated a theory of consumption values and place attachment theory to hypothesize the relationships among visitors’ consumption values such as hedonic and utilitarian values and their impact on place attachment, attitude, pro-environmental behavior, and support for tourism. The results demonstrate that hedonic and utilitarian values play an important role in predicting place attachment and attitude. Place attachment is found to be significant in measuring attendees’ attitude toward pro-environmental behavior and support for tourism. This study supports the theory of consumption values such that festival managers should consider hedonic and utilitarian values of the attendees’ attitude.