Abstract
Existing research has already identified that music festivals are clear victims of littering and poor sustainable behaviours and that there is a need to address attendee behaviours in order to minimise the amount of waste that is produced to ensure longevity of this particular event sector. Not only is this an obvious issue in terms of environmental repercussions, but it also compromises the future of the festival industry, where the term ‘festival sustainability’ is also seen as relating to how organisers can ‘remain competitive and successful… [and to] achieve long-term viability’ (Zifkos, 2015, p.10). For hallmark festivals, like Glastonbury Festival, UK, the closure or moving of the festival site would have an enormous impact on the specific festival experience that has been cultivated over the 51 years that it has been held. This research project explores the behaviours, attitudes and values of attendees towards littering and sustainability whilst at music festivals. to create a value segmentation framework. This will aid the design of sustainability interventions by allowing festival organisers to target specific groups based upon values rather than a blanket intervention for everyone. During the summer of 2023, Briony will be conducting an ethnographic study of music festivals to create a sustainability value segmentation framework that will allow us to group attendees together based upon their attitudes and values towards sustainability whilst at the event. The intention is that this framework can be utilised by festival organisers to design sustainability interventions that target attendees based upon values inside festivals.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Economic, Social, and Cultural Context
KEYWORDS
Social Marketing, Event, Events Management, Behaviour change, Festivals, Music Festivals
