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The determinants of hotels’ marketing managers’ green marketing behaviour

El Dief, M and Font, X (2010) The determinants of hotels’ marketing managers’ green marketing behaviour Journal of Sustainable Tourism, 18 (2). pp. 157-174.

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Little is known about the factors underlying the pro-environmental behaviour of marketing managers. This paper explores the determinants of green marketing practices in the Red Sea hotel sector in Egypt. The research model assesses green marketing practices against the personal and organisational values of the marketing managers, together with a range of organisational and demographic variables expected to influence hotels’ environmental behaviour. From a valid sample of 89 marketing managers responsible for 194 hotels, it was found that organisational contextual variables, and in particular targeting Western tourists, being affiliated to an international hotel chain and the marketers’ own demographics, including age, academic subject studied and gender, were the best predictors of more proactive green marketing. Personal environmental values did not explain the pro-environmental behaviour of marketers, and the organisational environmental values that had explained part of their ethical behaviour had resulted from voluntarism rather than utilitarian or conformance-based values. Government policies also appeared to be ineffective determinants. The implications for green marketing practices are also discussed.

Item Type: Article
Subjects : Sustainability
Divisions : Surrey research (other units)
Authors :
El Dief, M
Date : 26 January 2010
DOI : 10.1080/09669580903464232
Copyright Disclaimer : © 2010 Taylor & Francis
Uncontrolled Keywords : Accommodation, Hotels, Marketing, Behavioural studies
Depositing User : Symplectic Elements
Date Deposited : 16 May 2017 15:37
Last Modified : 24 Jan 2020 15:05

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