Green Marketing Mix Enhances Brand Equity in Hospitality
Implementing a comprehensive green marketing mix significantly boosts customer-based brand equity in the hospitality sector.
Proceedings of International Conference on Business Management · 2022
Key Findings
- 01Green marketing mix strategies have a significant positive impact on customer-based brand equity.
- 02Brand loyalty, perceived brand quality, and brand trust are key dimensions of customer-based brand equity influenced by green marketing.
Application
Design takeaway
Prioritize and actively implement green marketing strategies across all touchpoints to cultivate a strong and trusted brand image that resonates with environmentally conscious consumers.
How to apply
Conduct an audit of your current marketing mix and identify opportunities to incorporate 'green' elements. Develop clear communication strategies to highlight these sustainable practices to your target audience.
Project actions
- 01When researching a product or service, consider how its marketing can be made more sustainable.
- 02Think about how different elements of the marketing mix (product, price, place, promotion) can be designed to appeal to environmentally aware consumers.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Investigates a relevant and current topic in marketing and sustainability.
- +Uses established metrics for brand equity and marketing mix.
Limitations
The findings are specific to the hotel industry in a particular region and may not apply universally. The study relies on customer perception, which can be subjective.
Reliability & validity
Reliability was confirmed using Cronbach's alpha. Validity would depend on the construct validity of the questionnaire items measuring the green marketing mix and brand equity.
Think critically
To what extent can 'greenwashing' (misleading environmental claims) impact long-term brand equity, and how can designers ensure authenticity in their green marketing efforts?
Design Principles
"Integrate sustainability into the core marketing mix to drive brand equity."
In today's market, consumers are increasingly conscious of environmental impact. By integrating sustainable practices into product, pricing, place, and promotion strategies, businesses can build stronger brand loyalty, perceived quality, and trust, leading to a competitive advantage.
What This Means for Your Design
Making hotels 'green' in how they sell things (like using eco-friendly materials, fair prices, accessible locations, and advertising their eco-efforts) makes customers like their brand more and trust them.
How to use in your project
- 1.Use this research to justify the importance of a green marketing strategy in your design project's context, especially if it involves branding or consumer engagement.
Add to My Project
Quick Cite
(2022). Impact of Green Marketing Mix Strategies on Customer-Based Brand Equity in Green Hotels: Matale District in Sri Lanka. Proceedings of International Conference on Business Management. https://doi.org/10.31357/icbm.v18.5887 Retrieved from https://designdex.org/study/e434f050-151c-4a3e-aba4-6711957bf6bc/green-marketing-mix-enhances-brand-equity-in-hospitality
Paragraph starter
This research demonstrates that a well-executed green marketing mix significantly enhances customer-based brand equity, evidenced by increased brand loyalty, perceived quality, and trust within the hospitality sector. This highlights the strategic importance of integrating sustainable practices into product, pricing, place, and promotion strategies to build a stronger, more reputable brand.
Source
Proceedings of International Conference on Business Management
Impact of Green Marketing Mix Strategies on Customer-Based Brand Equity in Green Hotels: Matale District in Sri Lanka
journal · 2022
View sourceQuestions about this research
- What does the research say about green marketing mix enhances brand equity in hospitality?
- Prioritize and actively implement green marketing strategies across all touchpoints to cultivate a strong and trusted brand image that resonates with environmentally conscious consumers. Evidence: Proceedings of International Conference on Business Management (2022).
- Why does "Green Marketing Mix Enhances Brand Equity in Hospitality" matter for design?
- In today's market, consumers are increasingly conscious of environmental impact. By integrating sustainable practices into product, pricing, place, and promotion strategies, businesses can build stronger brand loyalty, perceived quality, and trust, leading to a competitive advantage.
- How can designers apply this research?
- Prioritize and actively implement green marketing strategies across all touchpoints to cultivate a strong and trusted brand image that resonates with environmentally conscious consumers.
- What were the main findings?
- Green marketing mix strategies have a significant positive impact on customer-based brand equity.. Brand loyalty, perceived brand quality, and brand trust are key dimensions of customer-based brand equity influenced by green marketing.
- What research method was used?
- Survey research with 11 hotels.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2022 journal from Proceedings of International Conference on Business Management.
- What should I do differently in my next project?
- Conduct an audit of your current marketing mix and identify opportunities to incorporate 'green' elements. Develop clear communication strategies to highlight these sustainable practices to your target audience.
- What are the limitations?
- The study was geographically specific to the Matale District in Sri Lanka, potentially limiting generalizability to other regions or hotel types. The use of non-probability sampling might introduce bias.
- Is there evidence that green marketing affects design outcomes?
- The study found that using 'green' approaches in product development, pricing, distribution, and promotion directly leads to customers valuing the brand more, trusting it, and being more loyal. In today's market, consumers are increasingly conscious of environmental impact. By integrating sustainable practices into pro Source: Proceedings of International Conference on Business Management (2022).
- Where does this brand research apply?
- Hospitality industry (green hotels) It sits within innovation & markets research on designdex.org.
Related research topics
green marketing design research · evidence on green marketing · does green marketing improve design outcomes · brand studies for designers · green marketing and brand findings · innovation & markets research evidence