Clarifying the effect of green demarketing on sustainable performance in the service industry: Does green learning matter?

IF 9.9 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Hospitality Management Pub Date : 2025-03-28 DOI:10.1016/j.ijhm.2025.104205

Wei-Jr Juo, Chao-Hung Wang

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引用次数: 0

Abstract

While green demarketing assists companies in facilitating environmental practices, prior studies also support green demarketing as a key factor in sustaining a company’s performance. However, there is limited knowledge about the effects of green demarketing on various aspects of sustainable performance, including environmental performance, economic performance, and social performance. Additionally, research on green demarketing in achieving sustainable performance through the mediating role of green learning is scarce. This study addresses these knowledge gaps by investigating the correlations between green demarketing, green learning, and sustainable performance. Data were collected through a survey of 243 service companies that have implemented a green demarketing (GD) strategy. Structural equation modeling (SEM) was used to test both direct and mediating effects between constructs. The results indicate that both green demarketing and green learning significantly impact the three sub-constructs of sustainable performance. This study provides important insights for managers in service industries regarding the potential benefits of implementing a green demarketing strategy. Furthermore, the findings suggest that green learning not only fully mediates the relationship between green demarketing and social performance, but also partially mediates its links with environmental and economic performance.

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来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.