Abstract
Recent studies have shown that consumers' perception of the environmental sustainability of a product can be cultivated as a unique competitive advantage. The exhibition industry is the 56th largest in the world and is characterized by fierce competition. However, few scholars have studied audience perceptions of the environmental sustainability of an exhibition or how this perception might affect the event's competitiveness. To bridge this gap, this study describes the development and validation of a scale with which to assess exhibition visitors' perceptions of environmental sustainability. The future application prospects, advantages and limitations of the scale are discussed.
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