Green marketing orientation: achieving sustainable development in green hotel management

The sustainable consumption behavior of customers affects the sustainable development of society. Customers’ pro-environment behavior provides economic benefits to society and ensures the sustainable development of the environment. Green economy and strategy are important in the hotel system nowadays. This study discusses the benefits of green hotel management in protecting the earth and establishes a green marketing-oriented model through stress cognitive theory. Smart partial least squares method is used for structural analysis to understand that green marketing orientation is important in practice. A total of 836 responses were collected from customers of a green hotel. This study found that stakeholders and executive corporate social responsibility hotels could indirectly increase consumer loyalty to the image of the hotel through green marketing.