Promoting Sustainability: Developing a Good Practice Framework for Online Sustainability Communication at UK Music Festivals

Anvita Kumar, Antje Cockrill

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Abstract

This study explores how UK music festivals’ websites use green signalling to encourage potential
behaviour changes towards more sustainable actions by festival stakeholders. The study uses
website analysis to explore sustainability communication on major UK festival websites. Emerging themes have been developed into a framework with three core elements, labelled Educate, Enthuse and Engage, contributing to the overall efficacy of signalling sustainability to nudge green behaviour amongst festival audiences.
Original languageEnglish
Title of host publicationProceedings of Academy of Marketing 2023 Annual Conference and Doctoral Colloquium:
Subtitle of host publication From Revolution to Revolutions
Place of PublicationBirmingham
PublisherUniversity of Birmingham
Pages99-100
Number of pages2
ISBN (Print) 9781399958042
Publication statusPublished - 2023

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