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Customer Awareness Towards Green Marketing Mix in 5-Star Hotels in Jordan

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The Effect of Information Technology on Business and Marketing Intelligence Systems

Part of the book series: Studies in Computational Intelligence ((SCI,volume 1056))

Abstract

This descriptive study determines the level of customers’ and visitors’ awareness regarding the green marketing mix activities and applications in green five-stars hotels in Jordan. The study population consisted of the visitors of 16 green labeled five-stars hotels in Jordanian cities and tourism locations (Amman, Dead Sea, Petra and Aqaba). Non-random (purposive) sample was used to collect data and a structured questionnaire was distributed to (460) hotel customers, (412) of which were retrieved and (367) were valid for analysis with a response rate of (79.78%). A set of statistical methods were used through the (SPSS v23) program and results showed only two of the dimensions of green marketing mix had a high level of customer awareness. These dimensions were green product and green price. The overall level of customers’ environmental concern was moderate along with the rest of the green marketing dimensions (promotion, place, process, people, and physical evidence). Based on results, it is recommended that hotel managers and marketers carefully design their business and marketing plans to truly develop credible green hotel image, avoid misrepresentation and green washing, and encourage customers to participate in protecting the environment.

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Authors and Affiliations

  1. Marketing Department, Faculty of Administrative and Financial Sciences, Petra University, B.O.Box 961343, Amman, 11196, Jordan

    Anber Abraheem Shlash Mohammad & Sara M. Alrikabi

  2. Kuwait Civil Aviation, Ishbiliyah Bloch 1, Street 122, Home 1, Kuwait City, Kuwait

    Faraj Mazyed Faraj Aldaihani

  3. Department of Marketing, School of Business, The University of Jordan, Amman, 11942, Jordan

    Muhammad Turki Alshurideh

  4. Department of Management, College of Business, University of Sharjah, Sharjah, 27272, UAE

    Muhammad Turki Alshurideh

  5. Business Management and Public Administration, Department of Business Administration, Faculty of Finance and Business Administration, Al Al-Bayt University, P.O.BOX 130040, Mafraq, 25113, Jordan

    Riad Ahmad Mohammed Abazeed

  6. Department of Human Fundamental Sciences, Faculty of Alia College, Al- Balqa Applied University, Amman, Jordan

    Doa’a Ahmad Odeh Al-Husban

  7. Business and Finance Faculty, The World Islamic Science and Education University (WISE), 11947, P.O Box 1101, Amman, Jordan

    Ayat Mohammad

  8. Department of Business Administration, Faculty of Economics and Administrative Sciences, Al Al-Bayt University, P.O.BOX 130040, Mafraq, 25113, Jordan

    Sulieman Ibraheem Shelash Al-Hawary

  9. Department of Marketing, Faculty of Economics and Administrative Sciences, The Hashemite University, Zarqa, Jordan

    Barween H. Al Kurdi

Authors
  1. Anber Abraheem Shlash Mohammad
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  2. Faraj Mazyed Faraj Aldaihani
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  3. Sara M. Alrikabi
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  4. Muhammad Turki Alshurideh
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  9. Barween H. Al Kurdi
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Correspondence to Sulieman Ibraheem Shelash Al-Hawary .

Editor information

Editors and Affiliations

  1. Dept of Mngmnt, Cllg of Busness Admin, University of Sharjah, Sharjah, United Arab Emirates

    Muhammad Alshurideh

  2. Department of Business Administration, Faculty of Economics and Administrative Sciences, Hashemite University, Zarqa, Jordan

    Barween Hikmat Al Kurdi

  3. Management Information Systems Department, School of Business, University of Jordan, Aqaba, Jordan

    Ra’ed Masa’deh

  4. Skyline University College, Sharjah, United Arab Emirates

    Haitham M. Alzoubi

  5. Research Institute of Sciences and Engineering, University of Sharjah, Sharjah, United Arab Emirates

    Said Salloum

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Mohammad, A.A.S. et al. (2023). Customer Awareness Towards Green Marketing Mix in 5-Star Hotels in Jordan. In: Alshurideh, M., Al Kurdi , B.H., Masa’deh, R., Alzoubi , H.M., Salloum, S. (eds) The Effect of Information Technology on Business and Marketing Intelligence Systems. Studies in Computational Intelligence, vol 1056. Springer, Cham. https://doi.org/10.1007/978-3-031-12382-5_118

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