A STUDY ON SUSTAINABLE GREEN MARKETING PRACTICES IN THE HOSPITALITY INDUSTRY

Sustainability has emerged as a critical concern for the global hospitality industry due to increasing environmental challenges and changing consumer preferences. Green marketing has become an important strategy for hotels and hospitality organizations to promote environmentally responsible practices while gaining competitive advantage. The present study examines sustainable green marketing practices in the hospitality industry and analyses customers’ awareness, perception, and attitude towards green initiatives adopted by hotels. The study is based on both primary and secondary data. Primary data were collected from hotel customers using a structured questionnaire, while secondary data were obtained from journals, reports, and official publications. Simple percentage analysis was used to interpret the primary data. The findings reveal that customers show a positive attitude towards green marketing practices and prefer hotels that adopt sustainable initiatives. The study concludes that effective implementation of green marketing can contribute to environmental sustainability as well as long-term business growth in the hospitality sector. Keywords: Sustainable Development, Green Marketing, Hospitality Industry, Environmental Responsibility, Customer Perception