Green Marketing Practices in Indian Hospitality Industry: An Empirical Study

Abstract

Enormous economic growth, advent of scientific and technological innovations, intense competition in money making strategies coupled with population growth have exploited the natural resources to its maximum level. This has resulted in the degradation of our natural environment. Its repercussions have threatened the health of the planet which includes rising greenhouse gases, land degradation, acid rain, global warming, hole in ozone layer, depletion of forest cover, extensive loss of bio-diversity and natural habitat etc. These alarming issues have caught the attention of everybody around the world and discussions have started in various forums globally. Collective cry all over the world to protect the “planet earth” has become louder and louder and have invited green movements all over the world. Moreover, Marketers have become environment conscious and have started demanding green products. The green and sustainable trend has emerged due to pressure on companies from various corners, which includes Marketers, shareholders, employees, partners, governments (regulations) and media exposure, to embrace more sustainable and green practices. They have come a long way from simply being a “business friendly” to “consumer friendly” and “environmentally friendly”. This paper is an effort to assess the awareness level of marketers of hospitality industry in India. This is an empirical and comparative study between two different regions of India Delhi and Varanasi where, Delhi represents the class A city or metropolitan region and Varanasi represents the comparatively less developed region or B grade city on urbanization and development basis. Researcher strives to explore the relationship between the location and awareness level of marketers in respect to the Green Marketing.