The Impact of Green Marketing Mix Strategies on Customer-Based Brand Equity in Green Hotels: Matale District in Sri Lanka

Abstract

This paper aims to examine the impact of Green Marketing Mix Strategies (GMMS) on Customer-Based Brand Equity (CBBE) in green hotels in Sri Lanka. The paper opens by identifying CBBE as a paradox for green marketing strategies and a short discussion on CBBE as a vital strategic bridge. The paper provides some accessible reflections on CBBE and GMM-S within the hotels in the Matale District, Sri Lanka. Three main dimensions that measure the CBBE are: brand loyalty, perceived brand quality and brand trust while green marketing strategies are; green product, green pricing, green place and green promotion. The survey approach has been used as the research strategy and this is a cross-sectional study. Both primary and secondary data were used for the study. The population of this study was green hotels located in the Matale District, Sri Lanka.  A sample of 11 hotels was selected by administering the purposive sampling technique. A self-administrated questionnaire with a five-point Likert scale was utilised for collecting the primary data. The collected data was analysed using descriptive and inferential statistics. Cronbach’s alpha values confirmed the reliability of the data. Results of linear regression analysis indicated a significant, positive impact of GM strategies on CBBE in the hotel industry in Sri Lanka. This paper also suggests green marketing strategies to be specially considered and it describes the value of maintaining green marketing practises within green hotels in the Matale District, Sri Lanka.

Keywords: Customer-Based Brand Equity, Green Hotels, Green Marketing Mix, Green Marketing Strategy Matrix, Green Consumer