Proceedings of the International Conference on Management, Accounting, and Economy (ICMAE 2020)

The Green Hotel Knowledge Towards Consumer Behavior Intention: Empirical Model Testing

Authors
Robert Kristaung, Luki Adiati Pratomo
Corresponding Author
Luki Adiati Pratomo
Available Online 15 September 2020.
DOI
https://doi.org/10.2991/aebmr.k.200915.010How to use a DOI?
Keywords
attitude, subjective norm, perceived behavioral control, green hotel knowledge, behavior intention
Abstract
The results of the study empirically prove that attitudes, subjective norms, and perceived behavioral control have a significant effect on hotel customer intentions. The study aimed to find the most influential role of the green hotel knowledge, among control, mediating, or moderating variable toward consumer behavioral intention. The finding of this study confirms that the most substantial role of green hotel knowledge as a mediator between attitude, the subjective norm as well as perceived behavioral control, and marketing performance in terms of customer intentions. Managerial implications for emerging market countries such as Indonesia, lack of green hotel knowledge and requires market education from three actors, namely academics, practitioners, and regulators.
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Proceedings
International Conference on Management, Accounting, and Economy (ICMAE 2020)
Part of series
Advances in Economics, Business and Management Research
Publication Date
15 September 2020
ISBN
978-94-6239-053-9
ISSN
2352-5428
DOI
https://doi.org/10.2991/aebmr.k.200915.010How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Robert Kristaung
AU  - Luki Adiati Pratomo
PY  - 2020
DA  - 2020/09/15
TI  - The Green Hotel Knowledge Towards Consumer Behavior Intention: Empirical Model Testing
BT  - International Conference on Management, Accounting, and Economy (ICMAE 2020)
PB  - Atlantis Press
SP  - 38
EP  - 40
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200915.010
DO  - https://doi.org/10.2991/aebmr.k.200915.010
ID  - Kristaung2020
ER  -