Effect of cause-related marketing for green practices in the hotel industry

Abstract

Reflecting heightened interest in environmental issues, this study examines the effect of cause-related marketing in the hotel industry regarding green practices. The study compares the effect of cause-related marketing specifically for green practices with a baseline condition, which includes no such strategy, on hotel consumers’ attitudes and visit intentions. Findings support a positive effect of green practices cause-related marketing in the hotel industry on attitudes toward the hotel and intention to visit it. Application of cause-related management to the hotel industry, with a focus on green practices, is valuable for determining the general effect in general of cause-related marketing in the hotel industry. From operators’ perspectives, the study offers a basis for decisions involving investment in cause-related marketing programs to promote green practices.