The Green Hotel Knowledge Towards Consumer Behavior Intention: Empirical Model Testing
Robert Kristaung, Luki Adiati Pratomo
Luki Adiati Pratomo
Available Online 15 September 2020.
- https://doi.org/10.2991/aebmr.k.200915.010How to use a DOI?
- attitude, subjective norm, perceived behavioral control, green hotel knowledge, behavior intention
- 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.
- 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 -