IDEAS home Printed from https://ideas.repec.org/a/ibn/assjnl/v12y2016i1p1-16.html

Consumers¡¯ Perceptions of Green Marketing in the Hotel Industry

Author

Listed:
  • S. Punitha
  • Yuhanis Abdul Aziz
  • Azmawani Abd Rahman

Abstract

This paper attempts to explore the evolution of green marketing in the hotel industry. This study is guided by three research questions: (1) to explore the level of understanding of local and international tourists on green marketing; (2) to gather tourists¡¯ points of view if marketers have failed or they have never really tried to adopt the concept; and (3) to examine the level of awareness of tourists relating to green practices embraced by hotels. Purposive sampling using the Maximum Variation Sampling (MVS) technique is used to capture a wide range of perspectives in selecting the respondents. The discussion reveals that the concept has evolved hastily in developed countries while it is an emerging trend in developing countries like Malaysia. While some hotels have already begun to respond to environmental concerns in the country, the lack of promotions and advertisements have become part of the causes of knowledge non-appearance. This paper further concludes that green marketing concept should not just be adopted as a marketing tactic, but has to be considered with much greater dynamism, as it has ecological and social elements within it.

Suggested Citation

  • S. Punitha & Yuhanis Abdul Aziz & Azmawani Abd Rahman, 2016. "Consumers¡¯ Perceptions of Green Marketing in the Hotel Industry," Asian Social Science, Canadian Center of Science and Education, vol. 12(1), pages 1-16, January.
    • Handle: RePEc:ibn:assjnl:v:12:y:2016:i:1:p:1-16
    as

    Download full text from publisher

    File URL: http://www.ccsenet.org/journal/index.php/ass/article/view/42386
    Download Restriction: no
    File URL: http://www.ccsenet.org/journal/index.php/ass/article/view/42386
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Leow Kheng Yee & Suhaiza Zailani, 2012. "Determinants of the green quality practices towards sustainable quality management," International Journal of Productivity and Quality Management, Inderscience Enterprises Ltd, vol. 9(2), pages 194-216.
    2. Antonio Chamorro & Sergio Rubio & Francisco J. Miranda, 2009. "Characteristics of research on green marketing," Business Strategy and the Environment, Wiley Blackwell, vol. 18(4), pages 223-239, May.
    3. Yu-Shan Chen, 2010. "The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust," Journal of Business Ethics, Springer, vol. 93(2), pages 307-319, May.
    4. N/A, 2004. "Index for 2004," European Union Politics, , vol. 5(4), pages 511-512, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Minh-Tri Ha, 2021. "Optimizing Green Brand Equity: The Integrated Branding and Behavioral Perspectives," SAGE Open, , vol. 11(3), pages 21582440211, July.
    2. Cees J. Gelderman & Jos Schijns & Wim Lambrechts & Simon Vijgen, 2021. "Green marketing as an environmental practice: The impact on green satisfaction and green loyalty in a business‐to‐business context," Business Strategy and the Environment, Wiley Blackwell, vol. 30(4), pages 2061-2076, May.
    3. Sheng-Hsiung Chang, 2015. "The Influence of Green Viral Communications on Green Purchase Intentions: The Mediating Role of Consumers’ Susceptibility to Interpersonal Influences," Sustainability, MDPI, vol. 7(5), pages 1-21, April.
    4. Patrizia de Luca & Gabriella Schoier & Alice Vessio, 2017. "Cause-Related Marketing and Trust: Empirical Evidence on Pinkwashing," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(2), pages 51-73.
    5. Pui Ng & Muhammad Butt & Kok Khong & Fon Ong, 2014. "Antecedents of Green Brand Equity: An Integrated Approach," Journal of Business Ethics, Springer, vol. 121(2), pages 203-215, May.
    6. Muhammad Mohsin Butt & Saadia Mushtaq & Alia Afzal & Kok Wei Khong & Fon Sim Ong & Pui Fong Ng, 2017. "Integrating Behavioural and Branding Perspectives to Maximize Green Brand Equity: A Holistic Approach," Business Strategy and the Environment, Wiley Blackwell, vol. 26(4), pages 507-520, May.
    7. Meenakshi Sharma & Akanksha Choubey, 2022. "Green banking initiatives: a qualitative study on Indian banking sector," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(1), pages 293-319, January.
    8. Radu Ciobanu & Claudia-Elena Țuclea & Luciana-Floriana Holostencu & Diana-Maria Vrânceanu, 2022. "Decision-Making Factors in the Purchase of Ecologic Products," Sustainability, MDPI, vol. 14(15), pages 1-26, August.
    9. Jialing (Catherine) Lin & Zhimin Zhou & Fucheng Zheng & Xinru Jiang & Ninh Nguyen, 2023. "How do hotel star ratings affect the relationship between environmental CSR and green word‐of‐mouth?," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(5), pages 2651-2663, September.
    10. Jafar Rana Adeel & Shabbir Aiza & Kousar Farzana, 2019. "Impact of Green Practices on Buying Habits in Pakistan’s Food Sector," Economics, Sciendo, vol. 7(2), pages 19-30, December.
    11. Olunifesi Adekunle Suraj, 2016. "Managing Telecommunications for Development: An Analysis of Intellectual Capital in Nigerian Telecommunication Industry," Journal of Information & Knowledge Management (JIKM), World Scientific Publishing Co. Pte. Ltd., vol. 15(01), pages 1-30, March.
    12. Xiaoxu Dong & Huawei Zhao & Tiancai Li, 2022. "The Role of Live-Streaming E-Commerce on Consumers’ Purchasing Intention regarding Green Agricultural Products," Sustainability, MDPI, vol. 14(7), pages 1-13, April.
    13. Hoang Viet Nguyen & Ninh Nguyen & Bach Khoa Nguyen & Antonio Lobo & Phuong Anh Vu, 2019. "Organic Food Purchases in an Emerging Market: The Influence of Consumers’ Personal Factors and Green Marketing Practices of Food Stores," IJERPH, MDPI, vol. 16(6), pages 1-17, March.
    14. Aparna Sundar & James J. Kellaris, 2017. "How Logo Colors Influence Shoppers’ Judgments of Retailer Ethicality: The Mediating Role of Perceived Eco-Friendliness," Journal of Business Ethics, Springer, vol. 146(3), pages 685-701, December.
    15. Jiajin Wang & Yaobin Meng, 2013. "An analysis of the drought in Yunnan, China, from a perspective of society drought severity," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 67(2), pages 431-458, June.
    16. Barunik, Jozef & Vacha, Lukas, 2010. "Monte Carlo-based tail exponent estimator," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 389(21), pages 4863-4874.
    17. Kieron J. Barclay & Martin Kolk, 2019. "The influence of health in early adulthood on male fertility," MPIDR Working Papers WP-2019-020, Max Planck Institute for Demographic Research, Rostock, Germany.
    18. Achchuthan, S. & Velnampy, T., 2016. "A quest for green consumerism in Sri Lankan context: An application of comprehensive model," Asian Journal of Empirical Research, Asian Economic and Social Society, vol. 6(3), pages 59-76, March.
    19. Piotr Pachura & Janusz Grabra & Sebastian Kot, 2009. "The Concept Of Intellectual Capital In Development Systems," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 46(3), pages 32-38.
    20. Rui Guo & Lan Tao & Caroline Bingxin Li & Tao Wang, 2017. "A Path Analysis of Greenwashing in a Trust Crisis Among Chinese Energy Companies: The Role of Brand Legitimacy and Brand Loyalty," Journal of Business Ethics, Springer, vol. 140(3), pages 523-536, February.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:assjnl:v:12:y:2016:i:1:p:1-16. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.