Novel Green Marketing Strategy Boosting Customer Revisit In Hospitality Industry

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F22%3A63545658" target="_blank" >RIV/70883521:28120/22:63545658 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Novel Green Marketing Strategy Boosting Customer Revisit In Hospitality Industry

Popis výsledku v původním jazyce

Recently, green marketing strategy (GMS) has been a concern by scholars and companies because many companies are struggling with sustainable goals. GMS&apos;s role toward revisiting behavioral intention in the hospitality industry is essential for companies to develop a new green marketing strategy. However, there are few previous studies focused on this work. Thus, the purpose of this research is to fill this theoretical gap. Drawing on service-dominant logic (S-DL), ability-opportunity-motivation (AOM) framework, and existing marketing literature, authors prose a conceptual model that presents the relationships between green marketing strategy and revisiting behavioral intention. Our research clarifies (1) mediating role of customers&apos; green engagement or the relationship of green marketing strategy (green knowledge sharing) on revisiting behavioral intention and (2) moderating role of social media usage on the relationship of firm’s green knowledge sharing on customers&apos; green engagement. This paper contributes to existing literature in extending (1) S-DL application in green context to investigate the GMS-revisiting behavioral intention relationship, and (2) AOM framework to explore the moderating effect of this work that gives a theoretical suggestion to scholars working in sustainable marketing management as well as in hospitality industry.

Název v anglickém jazyce

Novel Green Marketing Strategy Boosting Customer Revisit In Hospitality Industry

Popis výsledku anglicky

Recently, green marketing strategy (GMS) has been a concern by scholars and companies because many companies are struggling with sustainable goals. GMS&apos;s role toward revisiting behavioral intention in the hospitality industry is essential for companies to develop a new green marketing strategy. However, there are few previous studies focused on this work. Thus, the purpose of this research is to fill this theoretical gap. Drawing on service-dominant logic (S-DL), ability-opportunity-motivation (AOM) framework, and existing marketing literature, authors prose a conceptual model that presents the relationships between green marketing strategy and revisiting behavioral intention. Our research clarifies (1) mediating role of customers&apos; green engagement or the relationship of green marketing strategy (green knowledge sharing) on revisiting behavioral intention and (2) moderating role of social media usage on the relationship of firm’s green knowledge sharing on customers&apos; green engagement. This paper contributes to existing literature in extending (1) S-DL application in green context to investigate the GMS-revisiting behavioral intention relationship, and (2) AOM framework to explore the moderating effect of this work that gives a theoretical suggestion to scholars working in sustainable marketing management as well as in hospitality industry.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50201 - Economic Theory

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2022

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

The 4th International Conference on Applied Research in Business, Management and Economics

ISBN

978-609-485-284-8

ISSN

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e-ISSN

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Počet stran výsledku

12

Strana od-do

35-46

Název nakladatele

Diamond Scientific Publication

Místo vydání

Vilnius

Místo konání akce

Praha

Datum konání akce

18. 3. 2022

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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