Although practitioners are increasingly interested in promoting greening as a means to fulfill tourists’ ecological needs and to conform to the pro-environmental norm, it remains unclear how ecological beliefs and social conformity to greening unfold to promote event tourism. The purpose of this study is to investigate how ecological belief can be translated into action by considering the role of social conformity in the context of green events. A field survey was conducted to examine our proposed belief–norm–conformity framework by integrating the value–belief–norm model, theory of reasoned action, and social conformity lens to predict future patronage of green events. Results show there is a serial mediation effect between ecological belief with revisit intention concerning green attitude, social norm and event conformity. The findings provide an insightful understanding of social influence in sustainable tourism. The results can assist event operators to leverage social conformity for environmentally conscious event-goers to promote green event repatronage.

尽管从业者越来越有兴趣推广绿化作为满足游客生态需求和符合亲环境规范的手段，但尚不清楚生态信仰和社会对绿化的一致性如何展开以促进活动旅游。本研究的目的是通过考虑社会整合在绿色事件背景下的作用，研究如何将生态信念转化为行动。进行了实地调查以检查我们提出的信念-规范-一致性通过整合价值-信念-规范模型、理性行动理论和社会整合镜头来预测未来对绿色活动的赞助。结果表明，生态信念与重游意愿在绿色态度、社会规范和事件从众性方面存在串联中介效应。这些发现为可持续旅游中的社会影响提供了深刻的理解。结果可以帮助活动运营商利用具有环保意识的活动参与者的社会一致性来促进绿色活动的回归。