Sustainability practices, marketing, and reputation: evidence from an emerging market

Published: 30 April 2024| Version 1 | DOI: 10.17632/y7sn5s7w29.1
Manal Khalil


The hotel industry uses large amounts of resources which negatively impacts the environment. Therefore, it is necessary that they implement sustainable business practices which would not only preserve the environment but also lead to improved business reputation and consequently outcomes. This study aims to investigate and validate the effects of sustainability practices on hotels’ reputation and to highlight the mediating role that green marketing plays in this regard. A conceptual framework was developed to test the proposed hypotheses. The statistical results of the study confirm that sustainability practices have a positive association with hotel reputation and that marketing is a mediator in this association. The results advocate the implementation of sustainability as a strategic initiative for the well-being of the environment and the organization as well.



Jinan University


Marketing, Sustainability, Reputation