Environmental sustainability and customer experience in emerging markets

Increasingly, environmental sustainability becomes an important consideration for customer engagement (CE). The globalization of the marketplace has led to a marketing renaissance focused on environmental sustainability, which highlights the importance of our study. Our research question is, therefore, “How does environmental sustainability enhance customer engagement?” We argue that attention to environmental sustainability in emerging markets would significantly enhance CE. Expanding the customer involvement of green‐oriented customers can lead to significant environmental improvement, especially in emerging economies. This study makes significant contributions to research and practice of connecting the environment sustainability to CE in emerging markets. Our study applies a mixed method research design, which involves concurrently using both quantitative and qualitative methods, with quantitative preceding the qualitative and exploratory methods. Our study finds out that CE in emerging markets results in increased environmental sustainability and in this manner, enhances the customer tourism experience.