Corporate social responsibility: adoption of green marketing by hotel industry

This study which is based on a widespread review of literature discusses about adoption of green marketing by hotels as a mechanism to perform corporate social responsibility (CSR). This paper examines in detail the literature and theories surrounding CSR, Malaysian government's role in protect...

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Main Authors: Punitha, S., Mohd Rasdi, Roziah
Format: Article
Language:English
Published: Canadian Center of Science and Education 2013
Online Access:http://psasir.upm.edu.my/id/eprint/29000/1/29000.pdf
http://psasir.upm.edu.my/id/eprint/29000/
http://ccsenet.org/journal/index.php/ass/issue/view/973
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Institution: Universiti Putra Malaysia
Language: English
id my.upm.eprints.29000
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spelling my.upm.eprints.290002017-10-23T03:50:58Z http://psasir.upm.edu.my/id/eprint/29000/ Corporate social responsibility: adoption of green marketing by hotel industry Punitha, S. Mohd Rasdi, Roziah This study which is based on a widespread review of literature discusses about adoption of green marketing by hotels as a mechanism to perform corporate social responsibility (CSR). This paper examines in detail the literature and theories surrounding CSR, Malaysian government's role in protecting the environment, the challenges of green marketing and the state of CSR within the hotel industry. The discussion reveals that hotels are found to be under constant pressure to balance the diverse forms of corporate social responsibility. By knowing the significance of sustainability, the Malaysian government has been encouraging the hotels and other sectors to embrace green technology and practices by providing incentives and tax breaks. Whilst hoteliers are striving to achieve financial performance by practicing green marketing, gaining the trust and meeting the expectations of the public have become more challenging. Further review discloses that strategy such as greenwashing needs to be avoided by hoteliers to gain the confidence among green consumers towards the green claims. The paper further concludes that green marketing is being used as a tool by hotels to perform their CSR while it provides competitive advantage for hotels in ensuring a balance between development and environmental sustainability. Canadian Center of Science and Education 2013 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/29000/1/29000.pdf Punitha, S. and Mohd Rasdi, Roziah (2013) Corporate social responsibility: adoption of green marketing by hotel industry. Asian Social Science, 9 (17). pp. 79-93. ISSN 1911-2017; ESSN: 1911-2025 http://ccsenet.org/journal/index.php/ass/issue/view/973 10.5539/ass.v9n17p79
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description This study which is based on a widespread review of literature discusses about adoption of green marketing by hotels as a mechanism to perform corporate social responsibility (CSR). This paper examines in detail the literature and theories surrounding CSR, Malaysian government's role in protecting the environment, the challenges of green marketing and the state of CSR within the hotel industry. The discussion reveals that hotels are found to be under constant pressure to balance the diverse forms of corporate social responsibility. By knowing the significance of sustainability, the Malaysian government has been encouraging the hotels and other sectors to embrace green technology and practices by providing incentives and tax breaks. Whilst hoteliers are striving to achieve financial performance by practicing green marketing, gaining the trust and meeting the expectations of the public have become more challenging. Further review discloses that strategy such as greenwashing needs to be avoided by hoteliers to gain the confidence among green consumers towards the green claims. The paper further concludes that green marketing is being used as a tool by hotels to perform their CSR while it provides competitive advantage for hotels in ensuring a balance between development and environmental sustainability.
format Article
author Punitha, S.
Mohd Rasdi, Roziah
spellingShingle Punitha, S.
Mohd Rasdi, Roziah
Corporate social responsibility: adoption of green marketing by hotel industry
author_facet Punitha, S.
Mohd Rasdi, Roziah
author_sort Punitha, S.
title Corporate social responsibility: adoption of green marketing by hotel industry
title_short Corporate social responsibility: adoption of green marketing by hotel industry
title_full Corporate social responsibility: adoption of green marketing by hotel industry
title_fullStr Corporate social responsibility: adoption of green marketing by hotel industry
title_full_unstemmed Corporate social responsibility: adoption of green marketing by hotel industry
title_sort corporate social responsibility: adoption of green marketing by hotel industry
publisher Canadian Center of Science and Education
publishDate 2013
url http://psasir.upm.edu.my/id/eprint/29000/1/29000.pdf
http://psasir.upm.edu.my/id/eprint/29000/
http://ccsenet.org/journal/index.php/ass/issue/view/973
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