Environmental science and geography

Environmental science and geography

Review evaluation of systematic literature (green marketing) and analysis of definitions, strategy steps and tools in tourism and hospitality industry (green focus)

Document Type : Original Article

Authors
Shahram Rafiei Naini
Athena herfegar
Mitra Hosseinpour Sharafshad
Mahbube Jurjani
Master's degree, geography and tourism planning, Islamic Azad University - Science and Research Unit, Tehran
Abstract
In recent years, growing international concerns about environmental sustainability and climate change are pushing all tourism and hospitality companies (green) to challenge and integrate environmental issues into their strategy and business activities. give, the purpose of the preliminary review of this article; The investigation of the main drivers of innovation in systematic literature (green marketing) has been. Considering that the number of tourism and hospitality companies (green oriented) that develop green products is growing rapidly and consumers (customers) are increasingly interested in this. Products have shown. Therefore, knowing the main characteristics of green products, identifying the factors affecting the price and willingness of consumers to pay more for them, sales channels and advertising tools (4Ps of green marketing) will be very useful for companies that intend to design, develop and market products. Green For this reason, a deep understanding of green marketing promotes, on the one hand, cleaner production through the development of green products and, on the other hand, sustainable consumption through their successful marketing. This study uses a systematic literature review method. Specifically, this paper analyzes: 1) dominant definitions of green marketing (and related concepts) and their evolution over time, 2) different steps to create a green marketing strategy, and 3) the characteristics of green marketing mix elements have been discussed. After searching academic publications in three databases (Absco, Scopus and Web of Science) and selecting publications based on their relevance to the stated objectives, 114 studies were included in the review. The results show that the definition of green marketing has changed over time due to the growing relevance of environmental sustainability. According to the green marketing strategy, several ways to segment consumers have been identified. Studies are more related to green brand positioning instead of green product positioning, and many of them consider it a chance for differentiation. Referring to the green marketing mix, the results show that: there are many types of green products, and thus, it has important implications for tourism industry managers, researchers, and students.
 



 




 




 



 
Keywords
Environmental sustainability
green marketing strategy
green products
green marketing
mixed marketing and hospitality (green tourism industry)
Subjects