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Eko Susanto
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Journal : Journal of Consumer Study and Applied Marketing

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Advancing the Green Hospitality Marketing Landscape: A Systematic Review and Integrated Conceptual Framework (2020–2025) Muxisddin O’g’li , Xusniddinov Yorqinjon; Susanto, Eko
Journal of Consumer Studies and Applied Marketing Vol. 3 No. 2 (2025)
Publisher : Integrasi Sains Media

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58229/jcsam.v3i2.437

Abstract

This study conducts a systematic literature review (SLR) of green marketing research in the hospitality industry from 2020 to 2025—a period characterized by post-pandemic recovery and intensified sustainability imperatives. Following the PRISMA 2020 guidelines, 82 peer-reviewed Scopus-indexed articles were analyzed using a combination of bibliometric mapping and thematic synthesis. The review reveals a sharp increase in scholarly output, led by contributions from Indonesia and China, indicating a geographical shift of sustainability discourse toward emerging economies. Thematic clustering identifies three dominant research streams: (1) guest psychological mechanisms, (2) strategic green branding and innovation, and (3) digital transformation in operationalizing green practices. Theoretically, the field remains anchored in the Theory of Planned Behavior (TPB) and the Stimulus–Organism–Response (SOR) model, with growing integration of digital stimuli (e.g., Augmented Reality, Big Data) and mediators such as green trust and authenticity. Key research gaps include the persistent intention–behavior divide and the escalating risk of greenwashing skepticism. To address these issues, this study introduces the Integrated Green Hospitality Marketing Framework (IGHMF), which links organizational innovation with consumer psychology. The review offers a structured research agenda emphasizing longitudinal and cross-cultural studies to advance the transition from symbolic eco-labeling toward authentic, behavior-driven sustainability in hospitality marketing.
Co-Authors - Sumardianto A Suhaeli Fahmi A.A. Ketut Agung Cahyawan W Agus Taufik, Agus Ahmad Said Akhmad Basuki Widodo Aldilama P, Mochammad Refael Amini, Khadijah Amri, Andi Andini, Melati Annisa Satyanti Arief, Aylin Yumna Aristi Fitri Ashiilah Rachim, Fathiyah Asti Permata Nauli, Asti Permata Aulia Akmal, Fikrul Aulia, Nisrina Bambang Sudarsono Barodah, Luk Luul Daharnis Daharnis Diana, Fifi Atma Nur Eko Nurcahya Dewi Erniati Erniati Faradila, Kamila Farid Kuswantoro, Farid Fauziyah, Siti Sarah Fitri Rizqiani, Nurul Fronthea Swastawati Hadi Pranoto Hajatulloh, Ridlo Haniyah, Rizqi Herry Boesono Ibrahim, Ardjun Malik Ika Maryani Ikhsanudin Ikhsanudin Ima Wijayanti Inabah, Adzikro Irfan Yunianto Ishafit Ishafit Ishafit Izu Andry Fijridiyanto Izzati, Elsarina Nur Jasman Jasman Jasmine Priyanto, Widya Juliana Batubara Khoirunnisa , Afifah Kurnia Rahmah, Nazila Liyana, Nur Farida Ma'ruf, Widodo Farid Maheswara, Yulian Mahsun, Mohamad Marfudin, Marfudin Martiyana, Sri Mawaddah, Jihan Maylinda, Shelly Mekarsari, Tri Kinasih Wahyu Moh. Toifur MUDAIM MUDAIM, MUDAIM Muhammad Basri Muhammad Khalid Nashiruddin, Muhammad Khalid Muhammad Rizqi Azizi Mutmainah, Nur Fitri Muwuri, Kantun Muxisddin O’g’li , Xusniddinov Yorqinjon Nandang Rusmana Nazroi, Arkom Ninuk Herlina Nuansa, Muhammad Fadly Nur Edy Suminarti Nurihsan, Achmad Juntika Nurul Khusnah, Nurul Okimustava Okimustava Okimustava Oni Suryaman, Oni Patricia, Angelina Sherly Nur Pranowo, Taufik Agung Purnama, Benni Purnamayati, Lukita Purnomo, Johny Putut Har Riyadi Rafdinal, Wahyu Rahmat Dahlan Ramdani, Hanafi Wahyu Ratnasari, Gusti Ayu Indah Sadewa, Muhammad Salam, Rizky Sabili Saputro, Benediktus Wahyu Sari, Suci Nanda Satrio Budi Wibowo Septiana, Tina Setiana Setiana, Setiana Setiawan, Indra Budi Setyawan, Fariz Sharipuddin Siti Yulia Irani Nugraha Slamet Suharto, Slamet Suharno Zein, Suharno Suita, Reka Vemberiana Sukarelawan, Mohammad Irma Sulastiningsih Susiyanto, Hendro Syahreza, Alfi Syifaa Novianti Tejamaya, Mila Tiffany Mega Christie, Tiffany Mega Tjung Hauw Sin, Tjung Hauw Toni Kus Indratno Tri Winarni Agustini Trisno Utomo Wakidi Wakidi Wangi, Bintang Adrian Sena Wardana, Arief Budi Widyastuti, Sri Utari Yahya Hanafi Yordhania, Framita Yudhomenggolo Sastro Darmanto Yulianti, Siska Dwi Yuni Novitasari, Yuni Zuhri, M. Tammima ZULKARNAIN, SITI HAFSAH