Social marketing through a music festival

Abstract

Purpose The purpose of this paper is to examine a social marketing initiative pursued by the privately owned Swedish music festival Way Out West during 2012-2014. This paper’s aim is to explore how events can support individual behaviour changes, and it seeks to assess the effects of Way Out West, as well as to understand what motivated visitors to change. Design/methodology/approach The theoretical lens of perceived consumer value (Holbrook, 1999) as the individual outcome of a social marketing exchange is used for the analysis. The paper uses a mix of quantitative and qualitative methods; a Web survey (n = 1757) monitors self-reported behaviour over time, and in-depth interviews are conducted with a handful visitors who reduced regular meat consumption. Findings The results of this paper suggest that the initiative was a strong inspiration for 15 per cent of the sample (corresponding to ca. 9,300 festival visitors who decreased their meat consumption 2012-2014). It was evident that these “Decreasers” perceived functional, emotional, social and altruistic value as outcomes of changed behaviour. The paper identifies and discusses links between the adoption of a new behaviour in the temporal non-ordinary setting of a music festival and the endurance of the behaviour in a mundane environment. Originality/value This paper examines self-perceived effects on behaviour that a private social marketing initiative had on consumers. The paper contributes by applying Holbrook’s (1999) theoretical framework of perceived consumer value to empirical context, by investigating hedonic aspects of social marketing consumption in the non-ordinary setting of a music festival. The paper discusses how a temporarily adopted behaviour continues to create value for consumers, when maintained in ordinary life.

Food availability, perceived food environment and social norm perceptions of healthy and vegetarian food consumption at a public music festival in the Netherlands: a cross-sectional study

“…The findings from this study can serve as input to develop public policies for improved food availability at festivals (eg, guidelines for proportion of healthy/unhealthy food and types of food providers). Inspiration can be taken by what has been done to restrict alcohol and drugs at festivals 4–6 40. Besides, the majority of festival visitors perceived a low availability and accessibility of affordable healthy food, which may encourage policy makers to take initiatives 41…”

“…Additional research on the availability of healthy and vegetarian food at festivals is needed to validate current findings. More research is also needed to determine how the availability of healthy and vegetarian food at festivals influences consumption on site and daily food consumption in the future 40. Besides, future research could examine the association between the perceived FE and perceived SNs for healthy and vegetarian food consumption, and their eventual influence on actual food consumption at festivals.…”

“…More research is also needed to determine how the availability of healthy and vegetarian food at festivals influences consumption on site and daily food consumption in the future. 40 Besides, future research could examine the association between the perceived FE and perceived SNs for healthy and vegetarian food consumption, and their eventual influence on actual food consumption at festivals. Similar studies have been conducted to examine the association between FEs, SNs and food consumption.…”

Country Equity: An Integrative Review, Conceptualization, and a Proposed Model

“…On the other hand, value equity consists of three main drivers: quality, price, and convenience. Therefore, value excellence is an essential component in building long-term relationships with customers, also, it extends to involve economic value, functional value, social value, temporal flexibility benefit, hedonic value, altruistic value, spatial benefit (Helkkula et al, 2012;Williams et al, 2016;Komulainen et al, 2018: Jutbring, 2018, Zeithaml et al, 2020. In addition, value equity can be deliberated through rewards that a consumer supplies to get something (Lemon et al, 2001).…”

Persepsi Khalayak Mengenai Special Event Bumi Rumah Kita Dalam Meningkatkan Public Awareness

“…Namun dengan berkembangnya konsep pemasaran ke arah pemasaran sosial, event banyak digunakan untuk berbagai tujuan, event yang menarik dapat menarik seseorang dalam bentuk publisitas dan digunakan untuk membingkai isu-isu tertentu. Special event memberikan pengalaman pengunjung yang menyenangkan, pengalaman menawarkan peluang tambahan untuk mengkomunikasikan perhatian pada isu-isu yang dibawa oleh pemasaran sosial yaitu untuk perubahan perilaku yang bermanfaat bagi masyarakat luas contohnya seperti perilaku ramah lingkungan (Jutbring, 2017).…”