Review evaluation of systematic literature (green marketing) and analysis of definitions, strategy steps and tools in tourism and hospitality industry (green focus)
Subject Areas : Geography
SHAHRAM RAFIEI NAEINI
1
,
Atena Herfehgar
2
,
Mitra Hosseinpour Sharafshad
3
,
Mahbube Jurjani
4
1 - Department of Geography, Faculty of Literature, Humanities and Social Sciences, Tehran, Iran
2 - Department of Geography, Faculty of Literature, Humanities and Social Sciences, Tehran, Iran
3 - Department of Geography, Faculty of Literature, Humanities and Social Sciences, Tehran, Iran
4 - Department of Geography, Faculty of Literature, Humanities and Social Sciences, Tehran, Iran
Keywords: environmental sustainability, green marketing strategy, green products, green marketing, marketing mix, tourism and hospitality industry (green focus),
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; Investigating the main drivers of innovation in systematic literature (green marketing). Considering that the number of tourism and hospitality companies (green-oriented) that develop green products is growing rapidly and consumers (customers) have shown an increasing interest in these products. 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. Green products 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) characteristics of green marketing mix elements. 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 green marketing strategy, several ways to segment consumers have been identified. Studies are converging on green brand positioning rather than green product positioning, and many of them see it as a chance for differentiation. Referring to the green marketing mix, the results show that: There are many types of green products. And as such, it has important implications for tourism industry managers, researchers and students.
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