Although the extant studies had examined the impact of green marketing, limited research has focused on green marketing as an attempt of cleaner production. This paper contributes to green marketing and cleaner production literature by introducing “clean service marketing” through adaptation of cleaner production onto the expanded green service marketing mix (people, physical evidence and process). The study further contributes to the literature by investigating the possible influence of clean service marketing in providing health value, enhancing social-quality performance and good differentiation advantage. The authors adopted a mixed-method study by systematic review and survey questionnaire to collect data. A systematic review was conducted to address the research question “Do firms’ green approaches provide health value to its stakeholder? While 101 sets of questionnaire were distributed to the managers of the selected three-to-five stars hotel and resort in Malaysia to confirm the proposed hypotheses. Partial Least Square-Structural Equation Modeling was employed for quantitative data analysis, and SmartPLS 3.2.8 software was performed to analyze the data obtained. The results of the synthesis analysis addressed the research question that firms or any practitioners by going green could either improved human’s health or perceived health. The result of the quantitative analysis revealed that only the green process is positively related to social-quality performance. In contrast, green people, green physical evidence and green process were found all positively related to differentiation advantage. With regards, the authors strongly recommend hotel and resort firms taking green as a “clean” approach for hotels’ post-pandemic recovery.

No abstract

The bright side of emerging industries is that they help to increase incomes across the nation, yet, they contribute to environmental degradation. Moreover, when more people are concerned about the environmental impact, this reduces the firm's competitiveness. Thus, what strategy does the firm need to consider in order to improve the environment, which in the meantime, may also secure financial performance, and what causal effect does this strategy have on their competitive advantage? To address these questions, this study seeks to explore the relationship between green service strategies and the firm's performance from the aspects of employee empowerment and physical evidence. This study further examines the mediating effect of differentiation advantage. Data were collected from 110 green hotels in Malaysia, and the PLS-SEM technique was applied to assess the research model. Analysis of the direct relationship shows that the green physical evidence has a significant effect on the differentiation advantage and is directly significant to the relationship between the differentiations of two performance constructs. The results also demonstrate that the green physical evidence has a significant influence on the financial and environmental performance while mediated by the differentiation advantage. This study is essential for future researchers and practitioners as it provides new literature and new insight into green marketing strategies.

Purpose Due to the incredible criticisms by scholars of the excessive use of social media networks, this study aims to explore students’ motivation for social media use (SMU) and its effects on academic performance (AP) in the light of uses and gratification theory. Design/methodology/approach Using the simple random and snowball sampling techniques, this study has considered 299 responses and critically analyzed them using structural equation modeling through the AMOS version 24. The mediation analysis has been done to explore the effective use of social media networks. Findings The results reveal that video clip watching and nonacademic learning intentions significantly influence SMU and AP. Besides, socialization through friends and family connections has tremendously fostered SMU intention, while it could not benefit AP. This study found an exceptional result that the entertainment intention of the students did not influence SMU but dramatically impacted their AP. Again, SMU has robust effects on enhancing students’ academic achievement. This study also concluded the results of the mediation analysis. Practical implications The learners, professionals, higher education policymakers, etc. may benefit from following this study's guidelines for using social media networks. Social implications This study may tremendously contribute to changing the mindset of youth from addiction to SMU and improving AP. Originality/value The prime novelty of this study is to justify the mediation analysis for SMU to explore whether it can truly influence students’ AP and critically examine the deep insight of certain factors associated with SMU.

This study aims to encourage organisational “safeness” during and after the pandemic by integrating green practices and a safe approach for sustainable innovation. The hotel industry was referred considering (1) the COVID-19 pandemic had a significant impact on the industry, (2) safe stay is the current trend which is expected will persist for an extended period, and (3) hotel environmental friendliness is a competitive advantage. The pandemic has redirected customer attention away from hotel features and onto the “safest” hotel that is practically Coronavirus-free. While recognising the negative environmental impact created by the industry, this research proposed a GREEFE framework to connect the fundamental elements of hotel marketing (green marketing mix: green products, green price, green promotion; and green place) with safety measures. The systematic review supported that green is associated with being clean and safe. Therefore, the hoteliers are recommended to ensure a safe hotel stay by going green during and after the pandemic.