2013
DOI: 10.1108/ijefm-06-2013-0015
|View full text |Cite
|
Sign up to set email alerts
|

When a music festival goes veggie

Abstract: Purpose – The purpose of this study is first to describe and discuss an innovative strategy, pursued by a music festival, to reduce the environmental impact by allowing only vegetarian food in the festival area. A second aim is to discuss the effects of the vegetarian strategy for the festival in terms of branding and communication impacts. A third aim is to assess the effect on the ecological footprint of the festival from the vegetarian food strategy. … Show more

Help me understand this report

Search citation statements

Order By: Relevance

Paper Sections

Select...
2
1
1

Citation Types

0
8
0

Year Published

2014
2014
2024
2024

Publication Types

Select...
5
1

Relationship

1
5

Authors

Journals

citations
Cited by 18 publications
(8 citation statements)
references
References 17 publications
0
8
0
Order By: Relevance
“…This is important because enduring behaviour changes are more effective than temporary ones in achieving the ultimate goals of social marketing, that is, to improve "personal welfare and that of the society of which they are a part" (Andreasen, 1994, p. 110). While Andersson et al (2013) demonstrated the effects of temporary behaviour changes, this study concludes that the behaviours were enduring, inspired to some degree by the Way Out West initiative.…”
Section: Conclusion and Theoretical Contributionsmentioning
confidence: 70%
See 4 more Smart Citations
“…This is important because enduring behaviour changes are more effective than temporary ones in achieving the ultimate goals of social marketing, that is, to improve "personal welfare and that of the society of which they are a part" (Andreasen, 1994, p. 110). While Andersson et al (2013) demonstrated the effects of temporary behaviour changes, this study concludes that the behaviours were enduring, inspired to some degree by the Way Out West initiative.…”
Section: Conclusion and Theoretical Contributionsmentioning
confidence: 70%
“…The festival is organized and owned by the international concert organizer Live Nation. As noted by Andersson et al (2013), according to the festival management, Way Out West's communication rests on three core values -"Sustainable", "Alternative" and "Progressive"which are supposed to permeate marketing activities. Without prior notice, in 2012, the unconditional removal of meat from all menus was publicly announced the night before the festival opened, and visitors, artists, VIPs, media representatives, crew and sponsors were offered a vegetarian diet for the three festival days.…”
Section: Description Of the Empirical Settingmentioning
confidence: 99%
See 3 more Smart Citations