Needed and wanted? The effects of Green Marketing on Customer Satisfaction in the hotel industry.

University essay from Umeå universitet/Företagsekonomi

Abstract: The purpose of this study is to analyze if green marketing influences customer satisfaction significantly in the hotel industry in Umeå. Several green practices are tested to create an overall picture of the behavior on the market. These are Water Conservation, Energy Conservation, Waste Management, Food Management and Labeling. Primary data was collected through a survey. A questionnaire has been distributed in two hotels in the city. The data was then analyzed by using the Spearman Correlation and the ordinal logistic regression model. Additionally, the influence of demographic variables on the relationship between green marketing and customer satisfaction has been tested through a moderation analysis. The findings show that green marketing does not necessarily lead to positive outcomes. To implement green marketing successfully the customers’ wants and needs have to be understood. Most importantly, the guests have to see the green efforts and be informed about what the hotels are doing to minimize their environmental impact. If guests are not aware of the efforts they are less likely to have a positive effect on customer satisfaction. This study adds to the existing literature by providing a view of the behavior of the hotel industry in Sweden, specifically Umeå. The importance of careful and extensive implementation of green marketing is stressed. Theoretical and practical recommendations are given.

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