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Managerial Perspectives on Willingness to Pay for Green Marketing: An Interpretative Phenomenological Analysis
Abstract
Green marketing meets the present needs of the consumer and business, while also preserving or enhancing the ability of the future generations to meet their needs. The chapter deals with customers' willingness to pay for green marketing initiatives. The chapter explores the managerial perspective using a qualitative inquiry using interpretative phenomenology approach. The customers are willing to pay for green initiatives provided 1) the green initiative does not cost a lot of inconvenience, 2) hotel has a good image, 3) customer profile environmental consciousness moderated the relationship between the customer profile and willingness to pay. Recommendations on how to implement the green strategy in hotels are discussed. The direction of future research sections important research areas in green marketing for an academic contribution.
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