Environmental Management System and Pro-Environmental Behavior in Realizing Sustainable Industry Performance: Mediating Role of Green Marketing Management

Abstract

Growth in the number of tourist destinations encourages the number of tourists and other fields that support it. The hotel industry that is increasing in number in an area will impact the environment, both the natural, social and economic environment. We analyze the influence of Green Marketing Management as a mediator of the Environmental Management System and Pro-Environmental Behavior to achieve Sustainable Industry Performance in the hospitality industry. This study was conducted with 135 respondents with the position of manager or general manager. There are 17 hypotheses built on indicators of 4 main parameters. The analysis uses Smart-PLS to examine the relationship between the dimensions tested. The results of this study are: (1) Environmental Management System and Pro-Environmental Behavior have a significant and positive influence on the Green Marketing Mix; (2) Only the Green Marketing Mix has a significant and positive influence on Economic Sustainability; (3) Only the Green Marketing Mix has a significant and positive influence on Environmental Sustainability; (4) The Environmental Management System and Green Marketing Mix have a significant and positive influence on Social Sustainability, with the strongest influence being given by the Green Marketing Mix (which has the greatest path coefficient); (5) The effect of Pro-Environmental Behavior on Sustainability is entirely dependent on mediation relationships through the Green Marketing Mix.