Sustainability meets satisfaction: Exploring perceptions at Porto Beer Fest

This study assesses visitors’ perceptions of sustainable practices implemented at Porto Beer Fest in 2024 and examines their association with overall event satisfaction, brand advocacy, and sociodemographic characteristics. Brand advocacy was assessed through three indicators: intention to share the event experience on social media, recommend the event, and revisit the event. Data were collected from 793 attendees through a structured questionnaire and analyzed using logistic regression. By linking perceptions of sustainability with overall satisfaction and advocacy, the study contributes to the literature on sustainable event management and provides practical evidence for festival organizers. The results show that overall event satisfaction was the strongest factor associated with satisfaction with sustainable practices and environmental concern. Brand advocacy indicators were also significantly associated with sustainability satisfaction, particularly social media sharing, followed by event recommendation and intention to revisit. Sociodemographic differences were also observed, particularly for gender, age, and nationality.