TO INVESTIGATE HOW MUSIC FESTIVALS RAISE ENVIRONMENTAL AWARENESS AND HOW EFFECTIVE THIS IS IN INFLUENCING ATTENDEE BEHAVIOUR: A CASE STUDY OF GLASTONBURY FESTIVAL

Abstract

This study explores how music festivals raise environmental awareness and investigates how effective this is in influencing attendee behaviour regarding environmental practices, by using Glastonbury Festival as a case study. In order to accomplish this, the researcher created achievable aims and objectives, which were to analyse and evaluate information on the communication techniques Glastonbury Festival uses to raise environmental awareness and to establish if the techniques are effective in influencing attendee behaviour. An evaluation on whether and how attendee’s ethical behaviour, regarding environmental good practices, changes when in a home environment compared to at a music festival was also carried out. The literature on the subject area was critically reviewed and analysed to conclude any themes and patterns between the current literature and the project. The primary data for this project was collected using a quantitative research approach, in the form of online questionnaires only being directed to participants who have attended Glastonbury Festival. Convenience and snowball sampling was used for reaching out to potential participants for the project. To analyse the data categorical and numerical variables were used plus descriptive statistics to identify patterns and key themes, which emerged from the data produced by the participants. The key findings of the study brought to light that a number of factors could affect an individual’s behaviour regarding environmental practices, such as alcohol, drugs, large crowds, tiredness and a sense of escapism. The study provided evidence that the most influential communication techniques Glastonbury Festival uses are slogans, no glass rules and signage around the festival.