Green marketing orientation and sustainable performance of hospitality firms in the Malabo capital of Equatorial Guinea

In recent years, the hotel industry had faced increasing scrutiny over its environmental impact, prompting customers to seek eco-friendly accommodation options. This research aimed to assess the influence of green marketing and hotel environmental performance within Equatorial Guinea capital of Malabo. Guided by the natural resource base view theory, this study employed a quantitative approach and an explanatory design. The target population included all 197 hotels in Equatorial Guinea capital of Malabo, with a sample size of 132 hotels selected through simple random sampling. Data collected was analyzed using SPSS version 26.0 to conduct descriptive, correlational, and multiple regression. This research was significant as it contributed to understanding the link between green marketing orientation and sustainable performance in the hospitality industry. It provided insights for academics and industry stakeholders and informed policymakers about the need for environmentally focused policies. Given the rising importance of green marketing, the findings could guide decision-makers in promoting sustainability within the hotel sector.