Analyzing the Determinants of Exhibitors’ Willingness to Adopt Green Exhibitions: Complementing fsQCA With NCA

Green exhibitions comply with the requirements of a low-carbon economy and are important forsustainable development. This study examines the determinants of exhibitors’ willingness to adoptgreen exhibitions based on the technology–organization–environment (TOE) framework using fuzzyset qualitative comparative and necessary condition analyses. Ten antecedent conditions at the technological,organizational, and environmental levels are selected. Through asymmetric analysis of381 valid questionnaires collected, this study identifies three configuration paths that increase exhibitors’willingness to adopt green exhibitions: green technology empowerment, organizational resourceassistance, and multiple pressure driving. The conclusions elucidate the configurational mechanismthat drives exhibitors to adopt green exhibitions and offer practical implications for enhancing exhibitors’green behavior.