The case study highlights the negative impact of socio-cultural events, such as outdoor festivals, on the environment. Large scale noise pollution and waste lead to excessive environmental damage, despite the event managers claiming of creating less waste and employing environment-friendly means. There are also issues related to the huge inflow of people who come to attend these events, specifically with regards to their attitudes towards sustainability and ability to engage in sustainable practices.
The example they've focused on is the problem of "throwaway tents" and how they are wasteful and contribute to the landfills, indicating the difficulty of properly disposing of them.
The methodology discussed in this case study is to make a framework that will help festival managers adapt to a more sustainable approach, by using social marketing and consumer behaviour strategies. It is believed that by using social marketing tools to spread awareness about environmental issues, one can positively impact the behaviour of the audience as various factors such as self-regulation, feedback, social support and ethics come into play.
Though it has been seen that social marketing tools help achieve social goals by influencing a target audience, there are criticisms which suggest that social marketing strategies aimed at environmental issues only manage to placate social-minded individuals without producing any actual results. Hence a framework which will do its job of changing the attitudes of the people and get them to switch to more sustainable options is needed.
It is also important to understand that if one gets to see the results of the sustainable practices that are adopted for themselves, it will motivate them further to continue with their practices. Also, providing rewards or feedback concerning sustainable behaviour is a good way to expect that the desired behaviour will be repeated and undesirable ones, eliminated.
If we were to specifically talk about throwaway tents, using tents made of eco-friendly materials or tents which can be recycled later would make for a more sustainable substitute. Reducing waste and opting for alternative measures is seen as desirable behaviour and will earn the appreciation of others. This, in turn, will reinforce this desired behaviour to the extent of becoming a norm in future.
The study concludes with discussing the need for coming up with such a framework and the tools to evaluate its success. Of course, further research into this area is required to deal with the concerns related to its effectiveness and practicality.
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