Green Marketing Orientation and Sustainability Performance of Hospitality Firms in Ghana: The Role of Management Support

Abstract

This study examined the effect that top-level management had on the relationship between hospitality businesses in Ghana's central region and their sustainability performance. This study examined how a focus on green marketing and backing from management affected sustainability performance, drawing on the work of upper echelon theory and the notion of the firm as a system's natural resource base. The research questions were tested using four hypotheses. This study used a quantitative method and an explanatory research design to gather primary data from 197 hotel managers in the Central area of Ghana selected using a simple random selection strategy and given a structured questionnaire. SmartPLS 3 and IBM SPSS Statistics version 26 were then used to evaluate the data. After gathering the data, we used Partial Least Squares Structural Equation Modelling (PLS-SEM) to analyse it and test our hypotheses. The study's results stress the value of green marketing techniques and the dedication of hotel management in raising the industry's bar for environmental responsibility. When hotels in Ghana's central region received the most support from upper-level management, they performed best on sustainability metrics. To improve sustainability performance and inspire hotel tactical managers to use green marketing practises, the study found that policymakers, practitioners, and management should keep or strengthen their green marketing orientation.