sustainability, communication, mass communication, sustainable festivals.
Abstract
For almost 20 years, sustainable development has been one of the priority goals of the European Union. Lithuania joined the European Union in 2004 and is actively involved in the topic of sustainability not only at the state level but also at the business and individual levels. Sustainability is relevant to maintaining balanced economic growth and price stability, a social market economy that aims for full employment and social breakthroughs. One such initiative for the development of sustainability in Lithuania is the organization of sustainability festivals aimed at addressing environmental issues such as climate change, sustainable lifestyle, active leisure, and healthy lifestyle. The main goals of these festivals are creating and presenting new, more sustainable social norms, developing a network of sustainable creative communities in Lithuania, lifelong learning, promoting positive personal change in the global fight against climate change, and more. Such festivals are dedicated to the community interested in a sustainable lifestyle and various environmental issues and to the dissemination and implementation of sustainability initiatives. Sustainability policy solves the problems of saving resources and environmental pollution and raises questions about society's future welfare. The concept of sustainability is not only related to future generations, but it is also relevant for existing consumers whose habits and changing needs influence businesses to refocus on sustainable solutions and their use in the development of their products. Sustainable festivals prioritize environmental, social, and economic sustainability, contributing to local economies and community engagement. The study employs a stratified random sampling methodology to identify optimal mass communication channels for engaging audiences interested in sustainable events. Findings reveal a heightened awareness and interest in sustainability among respondents in Lithuania. This study could be used by other sustainability promotion initiatives developing or newly emerging in Lithuania, aimed at effectively informing and attracting a more significant part of the community.
