Relationship Between Green Marketing Mix and Consumer Behavior: A study of hospitably firms in North India

Abstract

The purpose is to examine the relationship between green marketing strategies (green product, green price, green promotion and green place) and consumer behavior towards hospitality firms in the north India.

The study used data responses of one hundred hospitality customer respondents. The data were conveniently collected in field survey by using self-administered questionnaire and analyzed through a regression analysis. 

The findings of the study confirmed significant influence of green marketing strategies (green product, green price, green promotion, and green place) on behavior of hospitality consumer in north India. 

The current data were only collected from respondents within one area which may not represent the entire population of India. 

The study may benefit the hospitality industry in formulating effective marketing strategies in a sustainable manner besides profit maximization and offers a new forward motion to literature on green marketing and consumer behavior and suggests the basis for further research.