Abstract:
The concern on environmental degradation has been increasing day
by day with the changes of positive thinking of customer segments.
Development of business patterns in all business industries is needed
based on their customers’ expectations. Initiating strategies for green
service industry is a less challenging task than doing so for other
industries and inclining towards green marketing mix has brought
out benefits on the economy, the society and the environment.
Accordingly, this study addressed how the service sector has inclined
towards 7P’s green marketing mix in Sri Lanka by identifying the
level of inclination and identifying the differences in inclination level
of selected service industries towards green marketing mix. The
cluster sampling method was employed to select listed companies in
Colombo Stock Exchange (CSE) that belong to the service sector and
the primary data was collected through an email survey. Only 115
responses were received out of 172 companies from October to
December 2020. The outcomes from descriptive analysis and
multivariate analysis of variance revealed that companies in the
service sector have achieved a 62 percent level of inclination with
high variation among the companies and the inclination level of 7Ps
in the green marketing mix differ by their type of business except for
green physical evidence. Therefore, the Sri Lankan service sector has
to enhance their status of consideration on green marketing in the
future unlike in the past and they need to consider the present status
to reward the benefits of the green concept. All types of business in
the service sector also have to upgrade the level of green marketing
inclination to merge as an industry by keeping the consistency
between each business type and 7P’s. According to the above
findings, the service sector in Sri Lanka has inclined with less
conformity towards green marketing mix and relevant parties have
to pay attention to greenness applied in the service industry.
