Supply chain flexibility fit and green practices: evidence from the event industry

Purpose As the event industry is supported by a wide range of suppliers that provide different products and services, all these partners in the supply chain can play a crucial role in green practices. The industry needs to have a sufficient degree of supply chain flexibility to cater to the demands in today’s dynamic environment and the flexibility in the supply chain will help event businesses to be sustainable. This study aims to explore the role of the supply chain flexibility fit between event planner’s requirements and supplier offerings on the implementation of green practices. The study also attempted to provide insights into the adoption of green event practices by identifying the moderating roles of green organization image and public pressure. Design/methodology/approach Data analysis was conducted based on 207 useable responses from event planners. Polynomial regression and response surface analysis were performed to verify the hypothesized relationships. Additionally, hierarchical regression analysis was used to test the moderating effects of green organization image and public pressure on the proposed relationships. Findings Results revealed that product flexibility fit was positively related to green practices; however, such effect was not found in the volume flexibility fit model. Findings also showed that public pressure significantly improved the positive effect of product flexibility fit on green practices. However, the green organization image was found to have no significant moderating effect. Practical implications The adoption of green practices requires well-designed collaboration among supply chain partners. This study offers empirical evidence regarding the importance of achieving product flexibility fit between event planners’ requirements and supplier offerings when conducting green practices. The findings provide useful implications that can be applied for successful green event management. Originality/value Despite the significance and relevance of the topic, barely any study has been conducted to assess supply chain flexibility and its relationship with green event practices. The study adopted resource orchestration theory to examine the role of supply chain flexibility on green event practices by focusing on the planner-supplier flexibility fit. A number of implications regarding supply chain management and future research are identified.