Browsing by Author "Moro, Alberto"
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- The impact on festival´s loyalty from co-creating festival’s sustainabilityPublication . Moro, Alberto; Costa, Cláudia Isabel de SousaNowadays sustainability plays an important role in consumers’ decision making and this has extended to the events sector. Festivals, face increasing numbers of participants that choose events according to the green commitments. However, greenwashing practices lead to attendees’ scepticism toward the green practices and claims, which then decreases participants’ loyalty. This thesis aims to understand whether co-creation is a successful tool to overcome participants’ green scepticism and therefore increase participants’ loyalty toward the festival. In an experimental study design, 196 participants reported loyalty levels for a green festival. The study analysed different scenarios regarding the development of practices in a festival: green against non green. Further, we analysed if loyalty toward the event differed according to whether the practice was co-created or not. The new feature was presented either as co-created with the festival’s attendees or exclusively by the festival’s organization. Our findings show that the relationship between the event’s sustainability and the participants’ loyalty is mediated both by their trust in the green practices and by their identification with the festival’s organization and festivalgoers’ community. Additionally, we found that co-creation does not moderate the relationship analysed, and therefore our results do not lend support that co-creation represents an efficient way to increase attendees’ trust and identification and consequently their loyalty. These findings contribute to the literature on co-creation in the context of festivals’ sustainability. Ultimately, it draws managerial implications for events’ organizations and how they can drive attendees’ loyalty through eco-friendly commitment and its communication.