Impact of environmental orientations on green marketing in the hotel industry (Case: Shiraz hotels)

The green marketing approach has been welcomed in many organizations and marketers are trying to apply environmental issues in the marketing process. This indicates the importance of social responsibilities in the marketing process of organizations. In this regard, the present study investigates the impact of environmental orientations on green marketing in the hotel industry.

The present study is a descriptive-analytical research in terms of nature and method. The statistical population of the study includes managers and employees of hotels in Shiraz. The number of statistical samples is 200 people. In order to analyze the data, the technique of structural equation modeling based on variance has been used.

The research findings showed that the environmental orientations of hotels with an effect of 0.812 are effective on green marketing, and this variable explains 65% of all green marketing changes. Also, the impact of environmental orientations on each of the three dimensions of green marketing (strategic, tactical and internal) and the impact of environmental orientations (internal and external) on green marketing were confirmed.

Based on the findings and relationships between research variables, it can be said that the effective implementation of green marketing activities depends on the environmental orientations of employees and managers; Therefore, in order to have a proper green marketing approach, hotel managers must train the idea of being green and green behavior among the staff and adjust the hotel processes and activities based on these principles.