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

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.