TY  - CHAP
AB  - Abstract 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.
VL  - 15
SN  - 978-1-78756-343-8, 978-1-78756-344-5/1871-3173
DO  - 10.1108/S1871-317320180000015009
UR  - https://doi.org/10.1108/S1871-317320180000015009
AU  - Dodds Rachel
AU  - Jenkins Brittany
AU  - Smith Wayne
AU  - Pitts Robert E.
ED  - Timo Ohnmacht
ED  - Julianna Priskin
ED  - Jürg Stettler
PY  - 2018
Y1  - 2018/01/01
TI  - Willingness-To-Pay vs Actual Behavior: Sustainable Procurement at Festivals
T2  - Contemporary Challenges of Climate Change, Sustainable Tourism Consumption, and Destination Competitiveness
T3  - Advances in Culture, Tourism and Hospitality Research
PB  - Emerald Publishing Limited
SP  - 67
EP  - 78
Y2  - 2024/04/26
ER  -