Post-pandemic outdoor music festival consumption behaviour intention: an integrative approach

Abstract

ABSTRACT This study investigates the factors influencing consumption behaviour at outdoor music festivals in the post-pandemic era. Utilising the Stimuli-Organism-Response and Motivation-Opportunity-Ability theories, the study explores the factors affecting consumer behaviour intention in the context of outdoor music festivals. Employing structural equation modelling and necessary condition analysis, the research reveals that consumption motivation, opportunity, ability, and perceived scarcity significantly impact consumption behaviour intention in a positive manner. Conversely, perceived risk inhibits this intention. Notably, post-pandemic music festival attendees, particularly young individuals with income, exhibit a strong propensity to consume. Consumption motivation, opportunity, and ability are identified as direct and positive drivers of consumption behaviour intention, representing necessary conditions. Perceived scarcity mediates the relationships between consumption motivation, opportunity, ability, and the intention to participate in outdoor music festival consumption behaviour. The study sheds light on the theoretical and practical implications of these findings, emphasising its contribution to the field of leisure studies.