The influence of social norms on sustainable consumption behaviors: the unique ethos of renaissance festivals as a moderator of sustainability

Abstract

Attendance of Renaissance festival (Faire), an event that recreates historic medieval living, is motivated by identification within a subculture and a strong sense of belonging, providing an interesting insight into the role of culture in influencing pro-sustainability consumption behaviors. This paper compares at home sustainable consumption practices with sustainable consumption travel behaviors within the Renaissance serious leisure community to determine the role social norms play in sustainable consumption behavior. Using a framework that compares normative (routines) and self-enhancing (habits) sustainability behaviors, evidence supports that demographics, specifically levels of education and gender, positively impact sustainable consumption behaviors, and that social norms positively affect Faire visitation. However, while Faire visitation does not affect normative behavior either at home nor while traveling, it does influence self-enhancing sustainability behavior negatively. Finally, social norms, mediated by Faire visitation, indirectly impact self-enhancing behavior both at home and when traveling. While the cultural ethos of festival communities could foster sustainable living more broadly, results suggest that Faire attendance seemed to undermine the likelihood of being sustainable elsewhere.

Keywords:

• Sustainable Consumption
• Social Norms
• Festival Management
• Community Culture

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Susan L. Slocum

Susan L. Slocum is an Associate Professor in the Department of Tourism and Event Management at George Mason University, Fairfax, Virginia. Sue has worked on regional planning and development for 15 years and worked with rural communities in Tanzania, the United Kingdom, Belarus, and the United States. Her primary focus is on rural sustainable development, policy implementation, and food tourism, specifically working with small businesses and communities in less advantaged areas. Sue received her doctoral education from Clemson University and was a Fulbright Scholar in 2020. She has published 9 books and numerous academic articles.

Tatiana Drugova

Dr. Tatiana Drugova is a postdoctoral fellow in the Department of Applied Economics at Utah State University, where she received her Ph.D. in Economics in 2019. Tatiana's current research interests are related to consumer behavior, food/agricultural marketing, environmental and economic sustainability of agricultural production, and the economic impacts of drought on agriculture.

Kynda R. Curtis

Dr. Kynda Curtis is a Professor and Extension Economist in the Department of Applied Economics at Utah State University. Prior to obtaining her Ph.D. she served as a corporate trainer for the Frank Russell Company in Tacoma, WA. Over the last eighteen years Dr. Curtis has taught agribusiness at Utah State University and the University of Nevada, Reno. Kynda's research interests include international agriculture/food marketing, and consumer and behavioral economics. Kynda has received Extension program awards from the Agricultural and Applied Economics Association and the Western Agricultural Economics Association.