Sustainability in Art Management: Integrating Green Practices in Cultural Communication

ABSTRACT This research discusses how sustainability is incorporated into cultural communication practice in art management. In particular, it examines the effects of environmental awareness, organizational commitment, availability of resources, fit of cultural values, and pressure exerted by stakeholders on the adoption of green practices and evaluates the mediating effect of green innovations. A quantitative research design was used to gather data on the stakeholders within the Indian art industry including managers, policymakers, and artistes. The results have shown that environmental awareness, organizational commitment, and stakeholder pressure are the determining factors that drive green innovations, which subsequently increase sustainability in cultural communication. Besides, this study indicates that innovation and strategic intent are more effective in facilitating sustainability results than resource wealth in their own right. Notably, the findings provide a recommendation to art managers on the need to focus on leadership commitment, stakeholder engagement, and innovation‐led strategies in the execution of sustainable practices. These insights can also be used by policymakers to create specific incentives and sustainability models that are specific to the cultural and creative sector.