Green practices in Indian hotels and restaurants - The new era in green brand leadership

Keeping in mind that hotels and restaurants are not the most environmentally conscious, it will be an understatement to say that these two areas are being given much impetus on becoming eco-friendly whereby rejuvenating themselves enlightened with an energy of green. Concern areas for restaurant and hotels in India that they consume resources such as water, electricity and gas. Green brands are those upon which consumers have a notion that with the sustainable green practices, organizations are protecting environment. It acts as a unique selling proposition to the company. Hotels and restaurants are creating a green brand identity by positioning those brands that claimed to be reducing its impact on the environment.

This paper examines and review literature regarding the green practices being used by hotels and restaurants in India and by investigating few cases which is based on secondary data. The main objective of this paper is to unveil the new era of green marketing and the effort the organizations are putting in to make a better future in sustainability. Conclusion and recommendation is made on what consumers should do in identifying green activities which will eventually help them in better choosing decision regarding green products and what should marketers avoid in upholding their green image.