Attachment and Environmental Behavior as Predictors of Marine Conservation Perceptions and Loyalty

As festivals increasingly adopt edutainment to promote sustainability, understanding how attendee profiles shape the reception of these initiatives is important. This exploratory pilot study examined how place attachment and pro-environmental behaviors influenced perceptions of marine conservation initiatives and future loyalty at a surf-anchored, hybrid music and cultural festival in Spain. Using a quantitative approach, semistructured questionnaires were administered after the 2025 festival (N = 52), with data analyzed through confirmatory exploratory factor analysis and multiple regressions. Findings revealed high levels of place and festival attachment, conservation attitudes, and positive perceptions of the Aula del Mar educational program. Perceptions of Aula del Mar significantly predicted the festival’s identity as an environmental awareness platform, while attachment and conservation attitudes influenced future behavioral intentions. The findings suggest that integrating environmental education into cultural leisure settings can strengthen festival identity, audience alignment, and support for sustainable initiatives, providing a foundation for future research with larger international samples.