Green marketing trends in specific contexts of tourism and music festivals: Preliminary insights

Abstract

Green marketing based on environmentally sound practices, with the aim of generating more sustainable products and services, strengthens the image of companies, differentiating them from other brands in the market. In this context, music events have bet on this proposal to promote themselves. Based on this paradox, the Rock in Rio event, considered the largest music festival in the world, recognized by ISO 20121 certification—sustainable events, promotes and supports social and environmental awareness campaigns. The objective of this research is to present the relevance of green marketing at the tourist event Rock in Rio. The results show a strong relationship between the information available on social networks (i.e., digital environment) about green marketing and the behavior change of organizers of the Rock in Rio event (in a business logic) regarding the adequacy of the event company to the environmental, economic and social sustainability certification policies. From an interdisciplinary perspective, the present manuscript presents inputs in the field of tourism, marketing, events (i.e., sustainable green events) in the context of the largest rock festival in the world. Although the event is consolidated in the calendar of country events, there is a lack of scientific research with more data about the event, which brings more originality and value to this research.