LAUSR

Abstract In contribution to limited research on ways to be greener in the events industry, this paper demonstrates the importance of cross-organization coordination in implementing green events. In a case study on China Import and Export Fair, we examined the interplay of stakeholders in the process of greening from the perspective of value chain governance. The results revealed that (1) key stakeholders formed a profit-driven value chain that inhibited the promotion of green booth, (2) the fair used institutional power and bargaining power to engage key stakeholders, and (3) developed a governance model to encourage greening by using multiple instruments of governance (i.e., green booth standards, knowledge transfer, and a green booth competition). In light of those results, this paper expands the scope of literature on green events by offering novel insights into governance along value chains and highlighting their managerial implications for promoting green events.