Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/297982 
Year of Publication: 
2024
Series/Report no.: 
IU Discussion Papers - Marketing & Kommunikation No. 2 (Juni 2024)
Publisher: 
IU Internationale Hochschule, Erfurt
Abstract: 
This paper proposes a novel conceptual framework to address the lack of sustainable consumption behaviors during live hedonic event experiences, such as music concerts or football games. The framework's rationale is founded on principles from the theory of planned behavior, theory of cognitive dissonance, affect heuristic theory and dual process model. It suggests an inversely directional flow of affective and cognitive responses throughout the stages of an event experience (experience anticipation, experience consumption and co-creation, and post-consumption). Further, it posits that the higher the consumers' affective response during a hedonic event experience (and consequent decline of cognitive evaluations), the lower is the likelihood to engage in sustainable consumption behaviors. Also, it includes multiple intrinsic, extrinsic, and situational factors that moderates the framework's rationale. Finally, the paper presents an agenda for future research to test and validate the theoretical rationale proposed in the framework.
Subjects: 
Sustainable consumption
hedonic experiences
leisure
live events
theory of planned behavior
theory of cognitive dissonance
affect heuristic theory
JEL: 
M31
Document Type: 
Working Paper

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