The use of virtual exhibition to promote exhibitors' pro-environmental behavior: The case study of Zhejiang Yiwu International Intelligent Manufacturing Equipment Expo.

This study investigates the role of virtual exhibition attributes (navigation, ubiquity, vividness, interactivity, visualization) in creating positive perceived green performance and satisfaction of exhibitors, thus benefiting the exhibitors' sustainable behaviors of Eco-exhibition. Two studies were conducted to verify the proposed hypotheses. In Study 1, 417 samples were collected from 2021 ME-Expo of China to test the model. In Study 2, the follow-up interviews were conducted with 18 participants to validate the quantitative results and gain deeper insights. The results of Study 1 indicate that adopting virtual exhibitions is critical in predicting exhibitors' perceived performance and satisfaction, which in turn, influences their pro-environmental behavior. The results of Study 2 confirmed above mentioned relationship, and interviewees indicate that the emergence of virtual exhibitions should be a long-term strategy for sustainable development in the exhibition industry.