GREEN MARKETING AND ENVIRONMENTAL KNOWLEDGE FOR GREEN TOURISM
Dublin Core
Title
GREEN MARKETING AND ENVIRONMENTAL KNOWLEDGE FOR GREEN TOURISM
Subject
Green Marketing Component, Environmental Knowledge, Green Tourism, Purchase Intention
Description
Green tourism is growing rapidly in various regions in Indonesia, including in East
Lampung. The approach in this study uses a green marketing strategy to increase the
intention to visit eco-friendly tourist attractions. This study aims to examine the effect of
green marketing components, namely green products, green promotions, and green prices on
visiting intentions. Also examine the direct and indirect effects of green products on purchase
intention through environmental knowledge. The population and sample of this research are
visitors to the Kerang Mas Beach tourism object. The sampling technique used was purposive
sampling. Primary data was used in this study, with data collection techniques through
online questionnaires. Data were analyzed using Structural Equation Modeling, AMOS
Program 21 Version. The results showed that green price and green promotion had an effect
on purchase intention, but green product had no effect. In addition, environmental knowledge
does not have a role as a mediating variable in the effect of green products on purchase
intention.
Lampung. The approach in this study uses a green marketing strategy to increase the
intention to visit eco-friendly tourist attractions. This study aims to examine the effect of
green marketing components, namely green products, green promotions, and green prices on
visiting intentions. Also examine the direct and indirect effects of green products on purchase
intention through environmental knowledge. The population and sample of this research are
visitors to the Kerang Mas Beach tourism object. The sampling technique used was purposive
sampling. Primary data was used in this study, with data collection techniques through
online questionnaires. Data were analyzed using Structural Equation Modeling, AMOS
Program 21 Version. The results showed that green price and green promotion had an effect
on purchase intention, but green product had no effect. In addition, environmental knowledge
does not have a role as a mediating variable in the effect of green products on purchase
intention.
Creator
Sri Rahayu,1 Hikmatul Aliyah,2 Sudarwati
Source
https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Date
2022
Contributor
peri irawan
Format
pdf
Language
english
Type
text
Files
Collection
Citation
Sri Rahayu,1 Hikmatul Aliyah,2 Sudarwati, “GREEN MARKETING AND ENVIRONMENTAL KNOWLEDGE FOR GREEN TOURISM,” Repository Horizon University Indonesia, accessed April 9, 2025, https://repository.horizon.ac.id/items/show/7746.