The Role of Green-Festivals Affecting Pro-Environmental Attitudes: The Case of Glastonbury Festival

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dissertation proposal

Thames Valley University

London School of Hospitality and Tourism

Service Industries Dissertation

TH60004E

Promoting Sustainability

The role of Green-Festivals affecting pro-environmental attitudes: the case of Glastonbury Festival

Juliana Silveira

20262348

Dissertation submitted in partial fulfilment of the degree of BA (Hons) Events Management

Module Leader: Graham Berridge

1. Introduction to the Study

The following study seeks to investigate and examine the potential impact that green-festivals can have on promoting pro-environmental attitudes (PEA). It is aimed to broaden the current thinking on pro-environmental attitude change by additionally considering theoretical literature surrounding organisational and systematic attitude change.

For the last half-century exponential expansion of the human enterprise has driven a fast relationship that humans share with the environment (Constanza et al., 2007).

The term ‘green-festival’ is used for festivals that are thematically founded on the principles of sustainability. These festivals seek to have a minimal impact on the environment while attempting to promote pro-environmental lifestyles and sustainable solutions such as renewable energy, green-building, low-carbon entertainment, ethical fashion, organic foods etc.

Glastonbury Festival is one of the biggest in the United Kingdom with 177,500 attendees. Running the event at Worthy Farm has a direct impact (both positive and negative) on the environment. This research will be focused on their litter management, sewage management, management of the general ecology of the site and environmental messaging to festival goers respecting Defra’s 5 year Strategy Delivering the Essentials of Life (Defra, 2004).

2. Aims & Objectives

The aim of this research is to establish how green festivals (case study of Glastonbury) can encourage pro-environmental attitude change among different audience groups.

Research question:

Does Glastonbury green policy affect festival goers’ attitudes?

Objectives:

- Analyse models of pro-environmental behaviour change among different groups

- Investigate for green sponsors at Glastonbury and their contribution towards audience’s attitudes

- Analyse Glastonbury’s waste tackling, site management and sustainable policies

3. Literature Review

Relate it to the influence in people’s behaviour change

Veal (2006) emphasises the need for “consolidation of existing knowledge which can come from good literature reviews”. A literature review often plays a “key role in the formulation of research project”. This will be achieved by including on the dissertation a wide research on literature but also on journals, newspapers and online reserach.

In 1987 the World Commission on Environment and Development created a definition of sustainable development in their report ‘Our Common Future’ (Jones, 2010):

“Sustainable development meets the needs of the present without compromising the ability of future generations to meet their own needs”.

Changes in the climate are not new. A rapidly changing climate stimulated by an enhanced greenhouse effect resulting in the exponential rise of global mean temperatures also referred to as ‘Global Warming’, is new. According to the Stern Review (2007) we need to reduce current emissions by at least 80% if we are to prevent the risk of irreversible climate change, which would cause “major disruption to economic and social activity, on a scale similar to those associated with the great wars and the economic depression of the first half of the 20th century”.

Jones (2010) argues that events and festivals have the power to make a change and leave participants and audiences with the inspiration to also live more sustainably. An example of this is the Boom Festival:

“Events such as Boom have a transforming potential in many ways. Firstly the gathering of...
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