UK festival innovation in environmental sustainability: A study into consumer responses to growing sustainability developments within the UK festival sector

Abstract

This research project investigates UK music festival audience's perceptions of environmental sustainability. The aim of the investigation was to understand how festival organisers could improve and expand audience engagement with environmental sustainability, as a way of limiting the negative impacts the festival industry has on the environment. Through the literature review negative impact areas and current practices were investigated from which the primary research was based upon. The primary research then took the form of a self completed online questionnaire. The study found that audiences are both aware and concerned about the impacts festivals have on the natural environment, however they still place these concerns secondary to their desire for leisure time. It was also discovered that while audiences primary attribute festival organisers as responsible for limiting negative environmental impacts they understand, and are willing to act upon, their own responsibilities. Ultimately the results of the study highlighted that developing awareness and incentivising audiences are the primarily methods of improving engagement. As well as suggesting that maximising convenience by removing as many physical barriers to environmental options as possible will lead to better results. Conclusions are drawn that festival organisers need to be aware of both the effects their operations have on the environment and the need to actively involve the audience to achieve any measurable success at implementing environmental initiatives.