Green Marketing Practices and Customer Satisfaction: A Study of Hotels Industry in Wennappuwa Divisional Secretariat

In the last decade, consumers have become more open-minded on ecological issues. Green marketing refers to selling product or rendering services based on environmental gain. It comes into continuation in late 1980s and early 1990s. Green marketing is rising quickly and consumers are willing to pay a lot for green product. There has been little analysis of the impact of this new market on the consumers and the environment so far. Green marketing affects all areas of our economy, it does not just lead to environmental safety but it also generates new market and job opportunities. Companies that are green stewards stand a chance of gaining many satisfied and loyal customers. Hotel company managers increasingly have to take environmental issues into account. Hotel industry in Sri Lanka has become one of the major income sources to the GNP. With the end of three decades war in Sri Lanka, hotel industry is developing more increasingly. And hotels are developing and implementing different kind of strategies to win the market through enhancing their customer satisfaction. On the other hand customers are now looking for more eco friendly hotels which secure their health and enhance their satisfaction. The research question of the present study is, how green marketing practices impact on customers satisfactions