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The present study aims to explore the influence of green marketing functions (green activities, corporate communication of green activities and green image) on corporate image in the hospitality sector. Further, the study tries to explore the consumer’s intention to visit the hotels practicing green marketing.

Using snowball sampling approach, a total of 220 usable responses were obtained from the consumer via an internet survey. Data were analyzed using structural equation modeling to evaluate the strength of relationship and model fit.

The findings show that green/eco-friendly activities and green image significantly influence the corporate image of the hotel, which in turn results into significant positive impact over consumer’s intention to visit the hotel. No significant influence of corporate communication of green activities on corporate image of the hotels was found, which may be because of the low level of communication of green practices by the hotels in India.

The findings offer insight to the managers regarding the impact of green marketing practices adopted by the hotels on their corporate image which in turn results into increased visit/revisit intention.

The study deals with the topic “the influence of green marketing on corporate image”, which has received scant attention by researchers. The paper attempts to provide empirical evidence in this area. The study yields several implications that can be helpful for managers while devising green marketing strategies for the hospitality sector. The study is among the initial studies exploring the influence of green marketing on corporate image in the Indian context.

The purpose of this paper is to introduce learners to a successful Agri-start-up where they can explore the existing challenges and critical strategic decisions for the firm’s growth.

Shashank, the CEO and co-founder of an agriculture-based Indian start-up Green Agrevolution Pvt Ltd (GAPL), is planning to reach out to more than one million farmers by 2021-2022, which is more than 20 times of the present volume. His team is presently serving around 42,000 farmers with a home-grown technological platform DeHaat which provides end–to-end services right from seed to the market. Micro-entrepreneurs are selected and groomed to act as local touchpoints for farmers in the respective catchment areas ranging from 3 to 5 km. Shashank has been a recipient of multiple accolades and recognition and is now firmly seated to drive his start-up to the next level of growth and pan-India market penetration. The venture also requires an understanding of segment-specific needs, cropping pattern, using local resources and channelizing the advisory services to occupy a central role in the value chain. There are other impending issues such as low smartphone adoption, low internet access and lack of entrepreneurial mindset among the rural youth. Similar issues were relatively backward states of India with little or no provision of app-based services. Will he be successful to expand on such a high pace in other States with the existing resources and capabilities?

Senior undergraduate and Master's level business students

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CSS 11: Strategy