Because I believe in it: examining intrinsic and extrinsic motivations for sustainability in festivals through self-determination theory

Abstract

ABSTRACT In today’s fast-paced and globalized business landscape, the need for sustainability has increased for organizations. The need to re-evaluate practices, however, can be difficult if existing practices or models of operation are traditionally change adverse. For organizations to be motivated to make these changes, understanding both the intrinsic and extrinsic motivators for change are essential. This is especially true in the festival industry. This study applied the Drivers of Sustainability Framework and linked it to the underlying psychological factors outlined in Self-determination Theory in the context of Canadian festivals. Interviews were conducted with 38 festival organizers to determine intrinsic and extrinsic motivations along with barriers towards the implementation of sustainability practices. Four key findings were identified. First, intrinsic motivations were the primary driver towards festival sustainability management and are a key influence on the holistic integration of sustainability. Second, intrinsically driven volunteers contribute greatly to the adoption of sustainability practices. Third, extrinsic motivations affect how festivals address their sustainability efforts but are often short-term and isolated in nature. Fourth, autonomy, competence, and relatedness were recognized to increase self-determination of festivals in adopting sustainable initiatives.