Green Marketing Orientations and Differentiation Advantage in Hospitality: Mediating Effects of Supply Chain Collaboration and Green Product Innovation

Green marketing is increasingly central to hospitality strategy, yet how different orientations translate into competitive advantage remains unclear. The study examines how strategic, tactical, and internal green marketing orientations, green supply chain collaboration, and innovative green product development affect competitive differentiation advantage in the hospitality industry. The study collected data from 412 hotels, including 198 in the US and 214 in Saudi Arabia, using convenience sampling. Results indicate that strategic green marketing influences innovative green product development but not supply chain collaboration. Tactical green marketing influences innovative green product development but not green supply chain collaboration. Internal green marketing orientations influence green supply chain collaboration and innovative green product development. Innovative green product creation and green supply chain collaboration boost competitive distinctiveness. Innovative green product development links all three green marketing approaches to competitive differentiation. In contrast, green supply chain collaboration merely links internal green marketing orientations to competitive differentiation. Green supply chain collaboration does not mediate the links between strategic and tactical green marketing orientations and competitive differentiation benefits. This study advances the green marketing and hospitality literature by demonstrating that internal execution and innovation are necessary for competitive advantage.