Pengaruh Green Marketing Hotel Terhadap Green Consumer Behavior

Abstract

Penelitian ini dilakukan untuk mengetahui pengaruh dari green marketing hotel terhadap green consumer behavior. Green marketing memiliki 3 dimensi, yaitu green product, green price, dan green promotion. Penelitian ini melibatkan 272 responden masyarakat Surabaya dan menggunakan metode regresi linear berganda. Hasil penelitian menunjukkan bahwa green product dan green price berpengaruh secara positif dan signifikan sedangkan green promotion berpengaruh namun tidak signifikan terhadap green consumer behavior. Dimensi yang paling berpengaruh adalah green price. This study aims to determine the effect of hotel green marketing to green consumer behavior. The researchers define green marketing as variable that can affect green consumer behavior. Green marketing has 3 dimensions which are green product, green price, and green promotion. This study involved 272 respondents from Surabaya and the data were multiple linear regression method. The results showed that green product and green price have a positive and significant effect, whereas green promotion has a positive effect but non significant on green consumer behavior. The most influential dimension was green price