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

DOI

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.

Copyright

© 2020, 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  - 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  - Proceedings of the 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  - 10.2991/aebmr.k.200915.010
ID  - Kristaung2020
ER  -