The Effect of Hotel Green Marketing on Purchasing Behavior: Value for Money as a Moderator

The importance of the study stems from the importance of the tourism industry and its revenues, especially since Egypt possesses great natural and historical assets in terms of its large area, location, natural terrain and historical heritage. All of this constitutes a tourist destination if it is properly exploited. Green marketing, on the other hand, is considered one of the most important and influential modern marketing concepts and trends worldwide. It presents organizations with the ultimate challenge of using environmental concern as a source of significant competitive advantage. It is a marketing opportunity for organizations to achieve a sustainable environment. The ability of organizations to satisfy the needs and desires of consumers cannot be fulfilled without the support and assistance of the environment. Green hotels also play an important role in overcoming the problems faced by traditional hotels, most of which involve excessive consumption of operating materials and high production of solid waste. Furthermore, green hotels can use their environmentally friendly image and reputation as a marketing tool that can attract large numbers of tourists and generate community sympathy. This study aims to identify the dimensions of green marketing and its effect on purchasing behavior, as well as the extent of the hotel sector's commitment to green marketing strategies and elements. The study relied on a descriptive analytical approach, which helps monitor the characteristics of green marketing strategies on purchasing behavior in hotels. The results showed that the green consumer is one who has environmentally friendly attitudes and behaviors which are reflected in their purchasing and consumption behavior. This consumer is characterized by taking environmental considerations into account during the consumption process, and avoiding products that threaten individual and environment safety