Exploring green marketing orientations toward sustainability the hospitality industry in the covid-19 pandemic

Chun Yi Ho, Bi Huei Tsai, Chiao Shan Chen*, Ming Tsang Lu

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

2 Scopus citations


The effects of green marketing orientations for increasing the competitive advantage and improving the sustainability of the hospitality industry during the COVID-19 pandemic are receiving more attention. As the hospitality industry attempts to assimilate green marketing and move in the path of sustainable development, administrators need to expand their efforts for improving natural environmental orientation (NEO), market orientation, resource orientation, and brand orientation by applying their green marketing orientations to hospitality’s strategies during the COVID-19 pandemic. Only few studies have examined the improvement of green marketing orientations. The objective of the research is to address this issue, applying the methods of fuzzy mixture MCDM (multiple criteria decision-making), with fuzzy decision-making trials and an evaluation laboratory (DEMATEL), and fuzzy DEMATEL-based ANP (fuzzy DANP) to inspect the feedback and interdependent issues among numerous elements/dimensions of green marketing orientations. In an uncertain environment, an empirical case study of the hospitality industry is shown to demonstrate the recommended combined approaches and, finally, to state the best enhancement approaches for administrators. This result shows that the natural environmental orientation is the most important factor.

Original languageEnglish
Article number4348
JournalSustainability (Switzerland)
Issue number8
StatePublished - 2 Apr 2021


  • COVID-19
  • Green marketing orientation
  • Hospitality industry
  • MCDM (multiple criteria decision-making)

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