Impact of Green Marketing on Brand Image and Eco-Friendly Environment of Travel & Tourism Sector

Abstract

As awareness of global warming and environmental issues grows, the travel and tourism industry adopt sustainable practices to sustain their business. Green marketing is the key to achieving this goal by enhancing brand image and associating it with social responsibility. The study aims to establish the significance of green marketing in the travel and tourism industry to explore its impact on brand loyalty, recommendations, environmental issues, and other marketing elements travellers consider. An online survey was performed for the study, and a suitable statistical test using PLS-SEM software was adopted to investigate the connections between the variables. The survey revealed that sustainable travel practices mediated the relationship between travel habits and brand loyalty, highlighting the positive effect of green marketing on traveller behaviour. By embracing green marketing strategies, travel and tourism organizations can contribute to a greener future while improving their brand image and attracting more environmentally conscious customers.