The effect of eco-friendly practices on green image and customer attitudes

DOI

10.2991/insyma-18.2018.43How to use a DOI?

Keywords

green practices, perceived green image, consumer attitude

Abstract

This study aims to examine the relationship between customers' perceived green practices, perceived green image, and attitudes of a canteen, as well as identify the key green practices that influence customers' perceptions of a canteen's green image. The model used for this study was adopted from Namkung & Jang (2013). The respondents were 200 people consisting of university employees, lecturers, and students. Data were analyzed using Structural Equation Model (SEM). The results suggested that the perception of green practices affects customers' perceived green image of a canteen which in turn influences customers' attitudes towards a canteen. Secondly, the study identified recyclable take-out containers, recycling waste, and energyefficient lighting as the key green practices that contribute to the formation of customers' perceptions of a canteen's green image. Finally, the paper includes a theoretical model and offers practical guidelines for effective green marketing management in Keluwih canteen management.

Copyright

© 2018, 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  - Christina Rahardja Honantha
AU  - Dudi Anandya
AU  - Andhy Setyawan
PY  - 2018/03
DA  - 2018/03
TI  - The effect of eco-friendly practices on green image and customer attitudes
BT  - Proceedings of the 15th International Symposium on Management (INSYMA 2018)
PB  - Atlantis Press
SP  - 174
EP  - 177
SN  - 2352-5398
UR  - https://doi.org/10.2991/insyma-18.2018.43
DO  - 10.2991/insyma-18.2018.43
ID  - RahardjaHonantha2018/03
ER  -