Indonesian Customer Attitude Towards Green Hotels

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 postgraduate 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.