Climate Science and Policy

This study investigates festival-goer attitudes, behaviors, and willingness to pay for sustainability initiatives at a large-scale electronic dance music event, addressing a critical gap in the literature on “sustainable festivals.” This research is a Qualtrics-administered survey of 158 attendees at Ultra Music Festival 2025 in Miami, the research explores (1) concern about climate change, (2) willingness to engage in climate-positive behaviors, (3) willingness to pay an optional “eco fee,” (4) demographic differences in attitudes and behaviors, and (5) perceived feasibility of various environmental initiatives. The survey instrument, developed in collaboration with Ultra’s Mission: Home sustainability team and Scripps Institution of Oceanography, captured demographic data, travel plans, climate attitudes, behavioral intentions, and eco-fee preferences. Analyses combined descriptive statistics with nonparametric inferential tests (two-proportion Z-tests, Mann–Whitney U, Kruskal–Wallis) and Spearman correlations, and modeled potential eco-fee revenue based on ticket pricing and attendance. Results show high levels of climate concern (mean = 3.9/5) and a significant positive correlation between concern and willingness to pay. Over 82% of respondents indicated they would opt in or consider opting in to an eco-fee, with a projected revenue of over $100,000 at a 2% eco fee. Contrary to initial thoughts, neither age nor gender differences in willingness to act or pay were statistically significant. Findings support the business case for optional eco fees and incentivization of pro-environmental behaviors without compromising the festival experience that Ultra provides. The study’s insights inform Ultra’s decarbonization and sustainability strategy, offer a survey model for other comparable events, and highlights the role of live music environments in organizing climate action.