Green Marketing Influencing the Intention to Choose Green Hotels in Ho Chi Minh City

Abstract

This study investigates how green marketing influences consumer decisions when choosing environmentally friendly hotels in Ho Chi Minh City. Utilising a quantitative approach, a survey was conducted with 400 hotel guests to identify key dimensions of green marketing, including environmental concern, perceived value, and brand trust and to assess their impact on consumer behaviour. The results highlight environmental concern as the most influential factor in selecting green hotels, followed by brand trust and perceived value. Specifically, individuals with a heightened awareness of environmental issues are more inclined to opt for eco-friendly lodging. Additionally, consumer trust in a hotel's sustainable initiatives and the perceived advantages of supporting green efforts play a crucial role in shaping decision-making. The study provides fresh insights into how green marketing strategies can be designed to attract environmentally conscious travellers and offers actionable recommendations for hotel managers aiming to improve sustainability communication. By focusing on transparent ecological commitments, emphasising the benefits of green practices, and reinforcing brand trust, hotels can effectively engage consumers. Ultimately, this research fills a critical gap in the literature by empirically analysing the impact of green marketing on hotel selection in Ho Chi Minh City, thereby promoting sustainable tourism in the region.