THE INFLUENCE OF ENVIRONMENTAL BELIEFS, ATTITUDES, MORAL OBLIGATIONS, AND SUBJECTIVE NORMS ON GREEN CONSUMER BEHAVIOR IN SURABAYA’S STAR HOTELS

Authors

  • Thyophoida Wanty Suriany  Panjaitan Universitas Katolik Darma Cendika
  • Lilik Indrawati Universitas Katolik Darma Cendika
  • Allen Christian Universitas Katolik Darma Cendika

DOI:

https://doi.org/10.32524/jkb.v23i1.1325

Keywords:

Green Hotel; Environmental Beliefs, Attitude, Moral Obligations, Subjective Norms, Green Consumer Behavior

Abstract

Purpose: This study aims to analyze the influence of environmental beliefs, attitudes, moral obligations, and subjective norms on green consumer behavior among hotel visitors in Surabaya.

Design/Methodology/Approach: The research employed a quantitative approach using a survey method. A total of 100 respondents who had stayed at star-rated hotels in Surabaya were selected as the sample. Data were collected through questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).

Findings:  The results indicated that environmental beliefs significantly influenced attitudes, and moral obligations significantly influenced subjective norms. Furthermore, both moral obligations and subjective norms had a significant influence on green consumer behavior. However, attitudes and environmental beliefs did not have a significant direct effect on behavior.

Practical Implications:  The findings highlight the importance of enhancing tourists’ moral awareness and leveraging social norms to promote environmentally responsible behavior in the hospitality industry. These insights can be utilized by hotel managers and tourism policymakers to design sustainability-based campaigns and service standards.

Originality/Value:  This study contributes to the understanding of pro-environmental consumer behavior in the tourism sector by integrating psychological constructs such as moral obligation and subjective norms into a green behavior framework, particularly within the context of developing countries.

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Published

2025-03-30

How to Cite

Panjaitan, T. W. S., Indrawati, L. ., & Christian, A. . (2025). THE INFLUENCE OF ENVIRONMENTAL BELIEFS, ATTITUDES, MORAL OBLIGATIONS, AND SUBJECTIVE NORMS ON GREEN CONSUMER BEHAVIOR IN SURABAYA’S STAR HOTELS. Jurnal Keuangan Dan Bisnis, 23(1), 83-97. https://doi.org/10.32524/jkb.v23i1.1325

Issue

Vol. 23 No. 1 (2025): Jurnal Keuangan Dan Bisnis Volume 23, Number 1, March 2025

Section

Research Articles

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Copyright (c) 2025 Thyophoida Wanty Suriany  Panjaitan, Lilik Indrawati, Allen Christian

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