UPM Institutional Repository

Consumers’ perceptions of green marketing in the hotel industry


Punitha, S. and Abdul Aziz, Yuhanis and Abd Rahman, Azmawani (2016) Consumers’ perceptions of green marketing in the hotel industry. Asian Social Science, 12 (1). pp. 1-16. ISSN 1911-2017; ESSN: 1911-2025


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.

Download File

[img] PDF
Consumers Perceptions of Green Marketing in the Hotel Industry.pdf
Restricted to Repository staff only

Download (124kB)

Additional Metadata

Item Type: Article
Divisions: Faculty of Economics and Management
Halal Products Research Institute
DOI Number: https://doi.org/10.5539/ass.v12n1p1
Publisher: Canadian Center of Science and Education
Keywords: Environment; Green marketing; Hotel industry; Malaysia; Sustainable development
Depositing User: Mohd Hafiz Che Mahasan
Date Deposited: 03 Nov 2017 08:57
Last Modified: 03 Nov 2017 08:57
Altmetrics: http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.5539/ass.v12n1p1
URI: http://psasir.upm.edu.my/id/eprint/55370
Statistic Details: View Download Statistic

Actions (login required)

View Item View Item