Asian Social Science; Vol. 12, No. 1; 2016 ISSN 1911-2017 E-ISSN 1911-2025 Published by Canadian Center of Science and Education Consumers’ Perceptions of Green Marketing in the Hotel Industry S. Punitha1, Yuhanis Abdul Aziz1 & Azmawani Abd Rahman2 1 Department of Management and Marketing, Faculty of Economics and Management, Universiti Putra Malaysia, Selangor, Malaysia 2 Halal Product Research Institute / Faculty of Economics and Management, Universiti Putra Malaysia, Selangor, Malaysia Correspondence: Yuhanis Abdul Aziz, Department of Management and Marketing, Faculty of Economics and Management, Universiti Putra Malaysia, 43400 Serdang, Selangor Darul Ehsan, Malaysia. Tel: 603-8946-7674. E-mail:
[email protected] Received: November 19, 2014 Accepted: July 7, 2015 Online Published: December 21, 2015 doi:10.5539/ass.v12n1p1 URL: http://dx.doi.org/10.5539/ass.v12n1p1 Abstract This paper attempts to explore the evolution of green marketing in the hotel industry. This study is guided by three research questions: (1) to explore the level of understanding of local and international tourists on green marketing; (2) to gather tourists’ points of view if marketers have failed or they have never really tried to adopt the concept; and (3) to examine the level of awareness of tourists relating to green practices embraced by hotels. Purposive sampling using the Maximum Variation Sampling (MVS) technique is used to capture a wide range of perspectives in selecting the respondents. The discussion reveals that the concept has evolved hastily in developed countries while it is an emerging trend in developing countries like Malaysia. While some hotels have already begun to respond to environmental concerns in the country, the lack of promotions and advertisements have become part of the causes of knowledge non-appearance.