Utjecaj inovativnosti zelenog marketinga na zeleni imidž, identifikaciju s markom, usmenu predaju i spremnost plaćanja veće cijene za hotelsku uslugu

doctoral thesis

• Title (english): The impact of green marketing innovativeness on the green brand image, brand identification, word of mouth, and willingness to pay more for hotel service
• Author: Tea Silvia Vlahović Mlakar
• Mentor: Đurđana Ozretić Došen (mentor)
• Committee member: Josip Mikulić (predsjednik povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Committee member: Maja Šerić https://orcid.org/0000-0002-7799-2592 (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2023-06-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing
• Universal decimal classification (UDC): 330 - Economics. Economic science

Abstract

Pristup očuvanju okoliša osobito je važan za suvremeno poslovanje poduzeća u području hotelijerstva, gdje se u posljednjih nekoliko godina počinje prepoznavati potencijal inovativnosti u rješavanju problema povezanih uz klimatsku krizu. Ciljevi doktorskog rada bili su otkriti ulogu inovativnosti zelenog marketinga u učinkovitom upravljanju markom hotela te istražiti utjecaj varijable inovativnost zelenog marketinga na zeleni imidž, identifikaciju s markom, pozitivnu usmenu predaju i spremnost plaćanja veće cijene za hotelsku uslugu. Za potrebe doktorskog rada provedeno je kvalitativno i kvantitativno istraživanje. Kvalitativnim istraživanjem mišljenja stručnjaka ostvareno je dublje razumijevanje fenomena iz perspektive kreatora ponude, što je poslužilo kao podloga za kvantitativno istraživanje percepcija stvarnih korisnika usluge. U sklopu kvantitativnog istraživanja testiran je predloženi, za potrebe doktorskog rada razvijen, konceptualni model koji objašnjava utjecaj inovativnosti zelenog marketinga kroz kognitivnu, afektivnu i konativnu fazu ponašanja korisnika. Postavljeno je šest glavnih i šest pomoćnih hipoteza, dok je za testiranje pretpostavljenih odnosa korišteno modeliranje strukturnih jednadžbi metodom parcijalnih najmanjih kvadrata.
Rezultati kvantitativnog istraživanja pokazali su pozitivan utjecaj inovativnosti zelenog marketinga na zeleni imidž, pozitivnu usmenu predaju i spremnost plaćanja veće cijene. Otkriveno je da zeleni imidž pozitivno utječe na identifikaciju s markom. Ustanovljen je pozitivan pojedinačni utjecaj privatne identifikacije s markom na pozitivnu usmenu predaju te društvene identifikacije s markom na spremnost plaćanja veće cijene. U doktorskom je radu operacionalizaciji konstrukta inovativnost zelenog marketinga pristupljeno kroz privatnu i društvenu identifikaciju s markom hotela, što produbljuje znanje o učinkovitosti zelenog marketinga kao prioritetnom problemu u marketinškoj literaturi.

Abstract (english)

As evidenced by a growing body of literature focusing on the effects of green marketing in the context of hotel brand management, how they approach environmental issues is crucial for companies operating in the hospitality industry. Thus, the research aims to deepen the knowledge about the role of green marketing innovativeness in the effective management of hotel brands. Specifically, the goal was to explore the impact of green marketing innovativeness on the green brand image, brand identification, word of mouth, and willingness to pay more for hotel service. After the qualitative explorative analysis of hospitality professionals' opinions, the new, proposed conceptual model describing the effects of green marketing innovativeness on the cognitive, affective, and conative stages of customer behavior was tested through quantitative research. In order to conduct the study, a questionnaire containing an experimental scenario was designed and distributed among actual hotel guests. Data collected from 300 customers were analysed using partial least squares structural equation modeling (PLS-SEM). The analysis revealed a substantial positive impact of green marketing innovativeness on the green brand image. In addition, the results showed that a green brand image can drive personal and social brand identification. Furthermore, a direct positive effect of green marketing innovativeness on positive word of mouth and an indirect effect through green brand image and personal brand identification was observed. Finally, green marketing innovativeness influenced the willingness to pay more both directly and indirectly through green brand image and social brand identification. Actionable practical implications and areas for future scientific research were presented based on the qualitative and quantitative research findings.

• Keywords: inovativnost zelenog marketinga; zeleni imidž; identifikacija s markom; usmena predaja; spremnost plaćanja veće cijene; hotel; modeliranje strukturnih jednadžbi
• Keywords (english): green marketing innovativeness; green brand image; brand identification; word of mouth; willingness to pay more; hospitality; structural equation modeling
• Language: croatian
• URN:NBN: urn:nbn:hr:148:404765
• Promotion: 2023
• Study programme: Title: Economics and Business Economics; Study programme type: university; Study level: postgraduate; Academic / professional title: doktor/doktorica znanosti, područje društvenih znanosti, polje ekonomija (doktor/doktorica znanosti, područje društvenih znanosti, polje ekonomija)
• Type of resource: Text
• Extent: 249 stranica
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-07-13 19:13:27