A Conceptual Framework: Creating Competitive Advantage Through Green Communication in Tourism and Hospitality Industry

Abstract

AbstractThis chapter examines the effect of green advertising and packaging activities on sustainable competitive advantage—the mediation role of effective implementation strategies. The study proposes that corporate environmental activities such as green advertising and packaging with a well-executed effective implementation strategy can give tourists and hospitality companies a competitive advantage. The combination of two major communication tools, namely advertising and packaging, to achieve one of the Sustainable Development Goals in green marketing is unique. Moreover, the chapter proposes that green advertising and green packaging strategies do not result automatically in competitive advantage for firms. Strategies must be effectively implemented to achieve competitive advantage. Implementation of green advertising and packaging of the tourism and hospitality industry can lead to a sustainable competitive advantage. This study does not address customers’ points of view. Therefore, future studies could investigate it to get a holistic view—moreover, the study based on the literature and the proposed conceptual model yet to be tested. Findings provide managers in the hospitality industry with a possible tool for creating sustainable competitive advantage in their operations. The study identified limitations which could guide future research.KeywordsGreen advertisingGreen packagingEffective implementationCompetitive advantage