Changing audience behaviour: festival goers and throwaway tents

Changing audience behaviour: festival goers and throwaway tents (2014, Henderson and Musgrave): To translate theory into a practical tool, the purpose of this paper is to provide a conceptual framework for the development of social marketing strategies to modify event attendee behaviour in a sustainable direction. International Journal of Event and Festival Management, Vol. 5 Iss: 3, pp.247 - 262