Ao Cheng

This study investigates sustainability practices from the event participants’ perspective. Taking the China International Consumer Products Expo as a case study, this study adopts a quantitative research method to examine the effects of the sustainability practices of events on brand equity via structural equation modeling. The results of the empirical analysis are as follows: (1) the sustainability practices of events is a multi-dimensional concept, and the four determinants of sustainability practices of events examined in this study are environmental sustainability practices, economic sustainability practices, social sustainability practices, and policy sustainability practices; (2) the four dimensions of sustainability practices have positive effects on brand image; (3) social sustainability, environmental sustainability, and policy sustainability practices have a positive impact on willingness to pay a price premium; (4) brand image and attendees’ willingness to pay a price premium are significantly related to brand loyalty. The findings will be useful not only in improving the new structure of sustainability in the event field but also in providing new ideas and new ways for event organizers to improve event brand equity.