Sales and purchases of socially and environmentally responsible festival clothing are a way for festival attendees to engage in ethical consumption and for event organizers to undertake sustainable procurement. Although there have been a number of studies examining willingness-to-pay (WTP), few of them examine this in a festival setting, and there is a gap in existing research regarding the determination of actual behavior. The goal of this study is therefore to explore participants’ willingness-to-pay for apparel based on more external motivations (visible environmental messages) and then ascertain whether this behavior was actually replicated in a natural field setting. This study first collected surveys from 427 festival-goers in 2015, then used a natural field experiment in 2016 to investigate whether attendees at the Mariposa Folk Festival in Ontario, Canada, would actually be prepared to pay a premium for ethical festival T-shirts over a conventional alternative. The findings reveal that attendees not only showed a willingness-to-pay but they also did actually pay a premium for such T-shirts.
Dodds, R., Jenkins, B., Smith, W. and Pitts, R.E. (2018), "Willingness-To-Pay vs Actual Behavior: Sustainable Procurement at Festivals", Ohnmacht, T., Priskin, J. and Stettler, J. (Ed.) Contemporary Challenges of Climate Change, Sustainable Tourism Consumption, and Destination Competitiveness (Advances in Culture, Tourism and Hospitality Research, Vol. 15), Emerald Publishing Limited, pp. 67-78. https://doi.org/10.1108/S1871-317320180000015009Download as .RIS
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