To Green or Not to Green: The Influence of Green Marketing on Consumer Behaviour in the Hotel Industry

Pere Mercade Mele,Lluis Garay,Jesus Molina Gomez

doi:10.3390/su11174623

Pere Mercade Mele, Lluis Garay + Show 1 more

Open Access

https://doi.org/10.3390/su11174623

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Abstract

Different studies have analysed how green marketing influences the sustainable image of tourist companies or have focused on the identification and engagement between these companies and their consumers. In any case, the question of how this process influences consumers’ behaviour in the hotel industry requires even more in-depth study, with the intention of explaining the changes that occur in the current consumer and how this affects the hotel industry. This study is useful to demonstrate that beyond the direct influence of green marketing on green word of mouth indicators there are other indirect influences which are represented by other mediating variables: green attitudinal loyalty and green trust. From the literature on green marketing and the conceptual approaches offered by the Hierarchy of Effects Model and the Associate Learning Principles, this study conducted an empirical approach using a structured questionnaire. The questionnaire responses, obtained from a sample of 238 hotel users, were analysed using a Structural Equation Modelling (SEM) to test the research hypothesis related to the positive influence of green marketing on green trust, green attitudinal loyalty, and green word of mouth. This research provides theoretical and managerial implications to help executives adopt green marketing strategies, thanks to their positive effects on consumers’ recommendations, both direct and indirect, through loyalty and trust. It is concluded that green marketing actions have a greater effect on their indirect relationship with word of mouth than on their direct relationship and that loyalty is the aspect with the highest influence regarding trust.

Highlights

Over the last few decades, the tourism industry has been one of the sectors with the highest global economic growth [1], as well as being the main job creator
For the theoretical model analysis, the recommendations made by Anderson and Gerbin [89] have been followed and the STATA 15.1 software has been used for its estimation
Considering that there may be a direct causal relationship between GM and GWOM, the Hierarchy of Effects Model has shown the influence of indirect relationships involving a new range of variables that mediate between these constructs

Summary

Introduction

Over the last few decades, the tourism industry has been one of the sectors with the highest global economic growth [1], as well as being the main job creator This industry has acquired the role of economic support in many countries and areas following the recent economic crisis. As well as the possible regulatory measures, the continued global growth of the tourist industry requires new development formulas based on diversification, innovation, and sustainability in organisations [5] In this respect, many authors agree to the fact that the touristic offering may have a positive effect on social culture, economy, and environment [6], but may create significant negative externalities. This environment is made up of a large number of stakeholders and accommodation organisations are among the business organisations which are always in their preferential view, hotels, given their position on the tourist value chain

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