Indonesian Customer Attitude Towards Green Hotels

DOI

10.2991/aebmr.k.210831.035How to use a DOI?

Keywords

Green Purchase, Green Attitude, Green Intention

Abstract

This study aimed at examining the connection between the subjective norm, customer green purchasing attitude, and green purchasing intention in the green hotel. The research model and methodology were based on the TRA and the TPB using explanatory approach. This research conducted online sampling through Google form application collecting 164 valid questionnaires to empirically test the hypothesis using Structural Equation Modeling (SEM). The results showed that subjective norm influenced green purchase attitude positively and significantly. In addition, the green purchase attitude directly has demonstrated a positive and significant influence on green purchase intentions. The findings firmly answered why green hotel became trend recently, which was because costumers’ green subjective norms and purchase attitude strongly influenced its purchase intention for green hotels. Many of the respondent possessed post-graduate education, which highly influenced their green awareness and affected their purchasing intentions. Therefore, marketers of green hotels could use results of this study as reference to target well-educated and green aware consumers to develop good marketing campaigns.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Purnomo
AU  - Ratih Hurriyati
AU  - Heny Hendrayati
PY  - 2021
DA  - 2021/09/02
TI  - Indonesian Customer Attitude Towards Green Hotels
BT  - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
PB  - Atlantis Press
SP  - 180
EP  - 184
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210831.035
DO  - 10.2991/aebmr.k.210831.035
ID  - 2021
ER  -