Author(s): Sahu J.B, and Parul Sharda
Sustainability is becoming an integral part of the event planning industry, influencing profitability, client choices, and internal organizational strategies. This study investigates the economic viability, consumer preferences, and internal organizational perspectives surrounding green event management practices in the Indian event planning industry. Using a cross-sectional research design, which was quantitative in nature, data was collected with the help of the two questionnaires administered to purposively selected participants: 114 event industry professionals (managers and administrators) and 213 clients in Madhya Pradesh, India. Both instruments underwent pilot testing and proven to have a high level of internal reliability. SPSS was used for data analysis, and inferential tests such as Pearson correlation, one-sample t-tests, and independent samples t-tests were used in addition to descriptive statistics. The findings showed that sustainability efforts boost profitability by showing a somewhat favourable, statistically significant correlation (r = 0.415, p < 0.001) between perceived financial performance and green event practices. Clients rated green practices as an important factor in service selection (M = 3.62, SD = 0.80, t = 6.727, p < 0.001) and expressed a statistically significant willingness to pay (WTP) a premium for such services (M = 3.42, SD = 0.88, t = 4.667, p < 0.001). A significant difference (t = 3.672, p < 0.001) was observed between managers (M = 3.88) and administrators (M = 3.32) regarding their attitudes toward sustainability and highlighting internal perceptual gaps. This research offers empirical evidence supporting sustainability as a strategic asset, aligning environmental responsibility with consumer demand and financial performance. It emphasises how crucial is incorporating green practices not only for market competitiveness but also for cohesive organizational implementation. These findings inform both academic discourse and practical policy in sustainable event management, suggesting pathways for targeted training, marketing, and operational alignment.