Sustainability in hospitality through green marketing

Green marketing is the outcome of integrating marketing science with the environment, society, and economy. It is a promising strategy in response to the growing concerns about the environment. An innovative green marketing model was proposed using a grounded theory approach in the hotel industry. The study was carried out as a mixed method study. Data gathering in the qualitative phase was done through literature review and in-depth, semi-structured interviews with ۱۰ experts in green marketing using snowball technique. Following primary analysis, open, axial, and selective coding was done on the data, which yielded ۶۹ concepts, ۱۸ categories, and six dimensions. Eventually, a paradigm model of green marketing was designed which by combining it with a turtle process approach, the final model was created named GemTud. Green hotel (green product) was adopted as the core phenomenon. In the quantitative phase, data were gleaned using ۳۸۴ questionnaires filled-out by hotel guests and descriptive statistics and SEM were used for data analysis. The results indicated that the green marketing mix, as a strategy, had a significant and positive effect on guests’ behavioral response, corporate green image, and financial and environmental performance of hotels. The mediatory role of behavioral response between the marketing mix, trust, and ecological literacy and performance was also positive and significant.

کلیدواژه ها:

Green marketing ، sustainable development ، grounded theory ، Maxqda ، structural equations model