Short answer

Designers and marketers should embed sustainability into every touchpoint of the customer journey, from the initial product offering to post-service interactions, to positively influence purchasing decisions.

Field: Innovation & Markets
Source: Journal of Tourism, Hotels and Heritage (2025)
Method: Quantitative research using a structured questionnaire.
Sample: 398 hotel guests
Evidence: Strong effect

A comprehensive green marketing mix, encompassing product, price, place, promotion, people, process, and physical evidence, significantly enhances guests' intention to purchase services in the hospitality sector. This innovation & markets research insight is drawn from a 2025 study published in Journal of Tourism, Hotels and Heritage. Using Quantitative research using a structured questionnaire. with 398 hotel guests, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers should embed sustainability into every touchpoint of the customer journey, from the initial product offering to post-service interactions, to positively influence purchasing decisions.

Study

Innovation & MarketsNew This WeekStrong effect

Green Marketing Mix Drives Purchase Intention in Hospitality

Journal of Tourism, Hotels and Heritage · 2025

Key Findings

01The Green Marketing Mix (GMM) has a positive influence on guests' purchase intention.
02The visibility of sustainable practices is a significant factor in driving purchase intention.
03Employee involvement in promoting eco-friendly choices also plays a crucial role.

Application

Design takeaway

How to apply

Conduct an audit of your current marketing mix to identify opportunities for integrating and highlighting sustainable practices. Train customer-facing staff on your environmental initiatives and empower them to communicate these benefits to guests.

Project actions

01Clearly define the components of your 'green' offering.
02Consider how to visually represent your sustainable practices.
03Think about the role of people (staff) in communicating your green message.

Method & Evidence

AimTo determine the impact of the Green Marketing Mix (GMM) on purchase intention among hotel guests.

MethodQuantitative research using a structured questionnaire.

ProcedureData was collected from hotel guests via a questionnaire designed to measure their perceptions of the Green Marketing Mix and their subsequent purchase intentions.

Sample398 hotel guests

ContextHospitality industry, specifically hotels in the Red Sea region.

Variables

IVGreen Marketing Mix (GMM) components (product, price, place, promotion, people, process, physical evidence).

DVPurchase intention.

CVHotel type, location (Red Sea region), guest demographics (potentially).

Strengths & Limitations

Strengths

+Addresses a timely and relevant topic in marketing and sustainability.
+Uses a quantitative approach with a substantial sample size.

Limitations

The effectiveness of green marketing can vary significantly based on cultural context, target audience, and the authenticity of the claims made.

Reliability & validity

The study's reliability would depend on the consistency of the questionnaire and the validity on how well it measures the intended constructs (GMM and purchase intention). Further validation could involve comparing results with behavioral data.

Think critically

To what extent can 'greenwashing' negatively impact purchase intention, and how can businesses ensure their green marketing efforts are perceived as authentic?

Design Principles

"Holistic Green Integration: Ensure that environmental considerations are woven into all elements of the marketing mix to foster genuine customer appeal and purchase intent."

This insight is crucial for businesses aiming to attract and retain customers in an increasingly environmentally conscious market. By integrating sustainability into their core offerings and communication strategies, companies can build stronger brand loyalty and differentiate themselves from competitors.

What This Means for Your Design

Hotels that show they care about the environment in everything they do, from what they offer to how their staff act, make people more likely to book with them.

How to use in your project

1.Use this research to justify the importance of a green marketing strategy in your design project.
2.Reference the findings to support claims about customer preference for sustainable options.

Add to My Project

Quick Cite

Paragraph starter

This study highlights the significant positive impact of a comprehensive Green Marketing Mix (GMM) on purchase intention within the hospitality sector. By integrating sustainable practices across product, price, place, promotion, people, process, and physical evidence, businesses can effectively appeal to environmentally conscious consumers, leading to increased purchase intent and brand loyalty.

Source

Journal of Tourism, Hotels and Heritage

The Impact of Hotel Green Marketing Mix on Purchase Intention (Applied on Red Sea Hotels)

journal · 2025

View source

Questions About This Research

What does the research say about green marketing mix drives purchase intention in hospitality?: Designers and marketers should embed sustainability into every touchpoint of the customer journey, from the initial product offering to post-service interactions, to positively influence purchasing decisions. Evidence: Journal of Tourism, Hotels and Heritage (2025).
Why does "Green Marketing Mix Drives Purchase Intention in Hospitality" matter for design?: This insight is crucial for businesses aiming to attract and retain customers in an increasingly environmentally conscious market. By integrating sustainability into their core offerings and communication strategies, companies can build stronger brand loyalty and differentiate themselves from competitors.
How can designers apply this research?: Designers and marketers should embed sustainability into every touchpoint of the customer journey, from the initial product offering to post-service interactions, to positively influence purchasing decisions.
What were the main findings?: The Green Marketing Mix (GMM) has a positive influence on guests' purchase intention.. The visibility of sustainable practices is a significant factor in driving purchase intention.. Employee involvement in promoting eco-friendly choices also plays a crucial role.
What research method was used?: Quantitative research using a structured questionnaire. with 398 hotel guests.
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2025 journal from Journal of Tourism, Hotels and Heritage.
What should I do differently in my next project?: Conduct an audit of your current marketing mix to identify opportunities for integrating and highlighting sustainable practices. Train customer-facing staff on your environmental initiatives and empower them to communicate these benefits to guests.
What are the limitations?: The study is specific to hotels in the Red Sea region and may not be generalizable to all hospitality contexts or other industries.