Prethodno priopćenje
https://doi.org/10.51650/ezrvs.20.1-2.16
Sustainability at Music Festivals: The Perspective of Croatian Visitors
Marta Šalinović
; Ekonomski fakultet Sveučilišta u Splitu, Split, Hrvatska
Smiljana Pivčević
; Ekonomski fakultet Sveučilišta u Splitu, Split, Hrvatska
Ena Jurić
; Ekonomski fakultet Sveučilišta u Splitu, Split, Hrvatska
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* Dopisni autor.
Sažetak
This paper examines the attitudes of music festival visitors in Croatia towards the adoption of sustainable practices in festival organization. Building on the Theory of Planned Behavior and the Norm Activation Model, the aim of the study was to assess visitors’ level of awareness regarding the environmental impacts of music festivals, their willingness to engage in environmentally responsible behavior, and the factors that may encourage sustainable practices during festival events. The research was conducted using a survey questionnaire on a sample of 400 respondents in Croatia. The results indicate a statistically significant relationship between visitors’ awareness of the negative environmental impacts of festivals and their environmentally responsible behavior. Furthermore, the findings show that visitors’ everyday pro-environmental habits are associated with their behavior at festivals. The results also indicate that visitors believe creative communication messages, environmental incentives, and promotional messages from performers can encourage sustainable behavior during festivals. At
the same time, the findings did not confirm that visitors believe a sense of belonging to the festival community can encourage environmentally responsible behavior. Most respondents indicated that a moderate increase in ticket prices aimed at implementing sustainable initiatives would not reduce their interest in attending festivals. Overall, the findings highlight the significant potential for developing sustainable practices at music festivals in Croatia and show that visitors perceive awareness-raising, environmental incentives, and effective communication as important elements in promoting sustainability within the festival environment.
Ključne riječi
music festivals; sustainability; visitor behavior; environmental awareness; sustainable events.
Hrčak ID:
349832
URI
Datum izdavanja:
27.7.2026.
Posjeta: 0 *