Indonesian Customer Attitude of Green Hotels Purnomo, Ratih Hurriyati, Heny Hendrayati
Sekolah Pascasarjana - Universitas Pendidikan Indonesia
Abstract
This study is aimed at examining connection between the subjective norm, customer green purchasing attitude and green purchasing intention in the green hotel industry. A theory research model based on the TRA and the TPB is offered in this study. Collected 164 valid questionnaires to empirically test hypothesis using Structural Equation Modeling. Results showed that subjective norm influence green purchase attitude positively and significantly. Online sampling method was used for gathering samples using the Google form application, due to its well-known advantages. The green purchase attitude directly has demonstrated a positive and significant influence on green purchase intentions, also indirectly mediates subjective norm and green purchase intention. Many of the respondents who have completed a post-graduate education have a high degree of green awareness and can affect their purchasing intentions.
Keywords: green purchase; green attitude; green intention
