Exploring the green audience : Behavioral determinants of sustainable live music event participation

Abstract

As sustainability gains prominence across industries, live music events are increasingly adopting environmentally and socially responsible practices. This study investigates the key behavioral determinants influencing consumer intention to attend sustainable live music events, using the Theory of Planned Behavior (TPB) as its foundational model. This research extends the TPB by incorporating two new variables- Environmentalism and Willingness to Pay. A mixed method approach was employed combining quantitative data (N= 338) analyzed through PLS-SEM and qualitative data from structured interviews (N=20), for further insights. Findings confirm that attitude towards behavior, subjective norms and environmentalism significantly increase the intention to attend sustainable music events, while Perceived Behavioral Control plays a minor role. Moreover, willingness to pay acted as a significant barrier, reinforcing the attitude-behavioral gap in sustainable consumption. Qualitative findings highlighted the role of artist advocacy and social norms in shaping the attendees’ perceptions and further behaviors. This study provides theoretical contributions by extending the TPB to the sustainable live music events field and offers practical implications and further recommendations to event’s organizers, emphasizing the need for effective communication, artist engagement and pricing strategies to enhance attendance at sustainable live music events.