The impact of green marketing practices on customer satisfaction

Green or environmentally friendly practices applied in the hospitality sector are developing all over the world. Hotel customers are becoming more aware of environmental issues and demand products and services that not only meet their needs but are also environmentally friendly. An eco-friendly hotel can save money and protect the planet by saving water and energy and implementing programs that reduce solid waste. Ecological practices turn hotels into green hotels by encouraging them to obtain green star certification and increase their customer satisfaction. This study aims to determine the effect of green marketing practices on customer satisfaction. In this context, data were collected by applying a questionnaire to 390 guests staying in the hotel with Green Star certificate in Trabzon province. Analyzes of the obtained data were made with the SPSS statistics program. Content analysis, descriptive analysis, factor analysis and multiple linear regression analysis were used in the analysis of the data. The study concluded that energy saving, air quality management, water saving and recycling and waste management have a significant effect on customer satisfaction. Since there is not much research done in this context, this thesis study is completely original and it is a guide for future researchers.