Green and Environmental Marketing Strategies and Ethical Consumption: Evidence from the Tourism Sector

Author:

Nassani Abdelmohsen A.1ORCID,Yousaf Zahid2ORCID,Grigorescu Adriana34ORCID,Popa Alexandra5

Affiliation:

1. Department of Management, College of Business Administration, King Saud University, P.O. Box 71115, Riyadh 11587, Saudi Arabia

2. Higher Education Department, Government College of Management Sciences, Mansehra 21300, Pakistan

3. Department of Public Management, Faculty of Public Administration, National University of Political Studies and Public Administration, Expozitiei Boulevard, 30A, 012104 Bucharest, Romania

4. Academy of Romanian Scientists, Ilfov Street, 3, 050094 Bucharest, Romania

5. Department of Business Administration, Faculty of Economic Science, Ovidius University of Constanța, Mamaia Boulevard, 124, 900527 Constanta, Romania

Abstract

Sustainable business in the hospitality sector should be designed and restructured to offer services meant to satisfy the customers aware of the ethical behavior toward environment. Green environmental marketing strategies (GES) are based on the desire of the customers to access hospitality services with zero or a less negative impact with the adaptation of greening activities. Therefore, this research aims to explore the direct effects of green environmental strategies on ethical consumption and the indirect influence of green marketing and its mediating effect between green environmental strategies and ethical consumption links. Additionally, this research also reveals that psychological aspects play the moderating role in the relationship between GES and ethical consumption. The data were collected from a sample of 545 respondents with the support of Saudi tourism companies, and a structural equation model was used to process them. The findings confirm the positive relationship between green environmental strategy and ethical consumption. The outcomes also corroborate that green marketing is interplaying between green environmental strategy and ethical consumption. In addition, this study validates that psychological aspects strengthen the link between GES and ethical consumption. This study adds to the knowledge in the literature through emphasizing the crucial role of psychological factors in improving green environmental strategies and developing ethical consumption habits among members to increase ethical consumption among tourism companies. The findings support companies from the hospitality sector implementing green sustainable services, to stimulate ethical consumption and to use their competitive advantage in green marketing strategies.

Funder

King Saud University, Riyadh, Saudi Arabia

Publisher

MDPI AG

Subject

Management, Monitoring, Policy and Law,Renewable Energy, Sustainability and the Environment,Geography, Planning and Development,Building and Construction

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Cited by 2 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

1. Gestión del conocimiento basado en el consumo de productos verdes;Revista Vértice Universitario;2024-07-12

2. Transforming Business for a Sustainable Future Using Green Marketing;Advances in Library and Information Science;2023-12-01

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