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.