Green Tourism in East Java: The Mediating Role of Functional and Social Values on Consumer Choice Behavior
Keywords: Green tourism, Environmentally sustainable practices, Functional value quality, Social value responsibility, Consumer choice behavior
Abstract
Purpose– Tourism is a continuously growing industry that contributes to increasing national income and economic growth in East Java; however, it also impacts the natural and social environment. Green tourism aims to implement environmentally sustainable practices (ESP) by integrating functional value price (FVP), functional value quality (FVQ), and social value responsibility (SVR) into consumer choice behavior (CCB). This study examines the mediating roles of FVP, FVQ, and SVR in the relationship between ESP and CCB.
Methodology– This study adopts a quantitative approach by distributing an online survey to 150 respondents and analyzes the relationships between variables using the PLS-SEM approach.
Finding– The findings show that ESP significantly influences CCB, FVQ, FVP, and SVR. CCB is directly affected by ESP and FVQ, but not by FVP or SVR. Only FVQ mediates the ESP–CCB relationship significantly. These results underscore the role of high-quality sustainability practices in shaping consumer choices, suggesting that green tourism stakeholders should prioritize product quality and sustainable efforts.
Originality – This manuscript's originality lies in examining the intermediary functional of FVP, FVQ, and SVR in linking ESP to CCB in the setting of green tourism in East Java.
Downloads
References
Abdou, A. H., Shehata, H. S., Mahmoud, H. M. E., Albakhit, A. I., & Almakhayitah, M. Y. (2022). The Effect of Environmentally Sustainable Practices on Customer Citizenship Behavior in Eco-Friendly Hotels: Does the Green Perceived Value Matter? Sustainability (Switzerland), 14(12). https://doi.org/10.3390/su14127167
Al Fahmawee, E. A. D., & Jawabreh, O. (2023). Sustainability of Green Tourism By International Tourists and Its Impact on Green Environmental Achievement: Petra Heritage, Jordan. Geojournal of Tourism and Geosites , 46(1), 27–36. https://doi.org/10.30892/gtg.46103-997
Baena, V., & Cerviño, J. (2024). Tourism in the Era of Social Responsibility and Sustainability: Understanding International Tourists’ Destination Choices. Sustainability (Switzerland), 16(19). https://doi.org/10.3390/su16198509
Bahrudi Efendi Damanik. (2019). The Influence of Facilities and Learning Environment on Learning Motivation. Journal of Educational Publications.
Bernadetta Diansepti Maharani1, T. R. P. (2022). APPLICATION OF THE THEORY OF CONSUMPTION VALUE TO PURCHASE INTENTIONS FOR ENVIRONMENTALLY FRIENDLY PRODUCTS. Journal of Economics, Business and Management. Journal of Economics, Business and Management.
Bouarar, A. C., Mouloudj, S., & Mouloudj, K. (2021). Using the Theory of Planned Behavior to Explore Tourist’s Intention to Stay in Green Hotels. https://doi.org/10.6084/m9.figshare.19653771.v1
Danish, M., Ali, S., Ahmad, M. A., & Zahid, H. (2019a). The influencing factors on choice behavior regarding green electronic products: Based on the green perceived value model. Economies, 7(4). https://doi.org/10.3390/economies7040099
Danish, M., Ali, S., Ahmad, M. A., & Zahid, H. (2019b). The influencing factors on choice behavior regarding green electronic products: Based on the green perceived value model. Economies, 7(4). https://doi.org/10.3390/economies7040099
Fatika, C. S., Bahari, A., Ekonomi, F., Bisnis, D., & Andalas, U. (2024). THE ROLE OF STUDENTS IN SUPPORTING SUSTAINABILITY PRACTICES AT HIGHER EDUCATION INSTITUTIONS. Journal of Economic, Business and Accounting.
Han, H. (2021). Consumer behavior and environmental sustainability in tourism and hospitality: a review of theories, concepts, and latest research. Journal of Sustainable Tourism, 29(7), 1021–1042. https://doi.org/10.1080/09669582.2021.1903019
Ibnou-Laaroussi, S., Rjoub, H., & Wong, W. K. (2020). Sustainability of green tourism among international tourists and its influence on the achievement of green environment: Evidence from North Cyprus. Sustainability (Switzerland), 12(14). https://doi.org/10.3390/su12145698
John, S. A., Walsh, J. L., Quinn, K. G., Cho, Y. I., & Weinhardt, L. S. (2020). Testing the interpersonal-behavior model to explain intentions to use patient-delivered partner therapy. PLoS ONE, 15(5). https://doi.org/10.1371/journal.pone.0233348
Kolam, W., Alam, R., Sipanjang, I., Kota, D., Faisal, P., Ahmad, A., Iryani, N., & Pradana, T. (2024). Analisis Partial Least Squares (PLS) : Model Electronic Word of Mouth pada. INNOVATIVE: Journal Of Social Science Research.
Kospa, H. S. D., & Rahmadi, R. (2019). Pengaruh Perilaku Masyarakat Terhadap Kualitas Air di Sungai Sekanak Kota Palembang. Jurnal Ilmu Lingkungan, 17(2), 212–221. https://doi.org/10.14710/jil.17.2.212-221
Majeed, A., Ahmed, I., & Rasheed, A. (2022). Investigating influencing factors on consumers’ choice behavior and their environmental concerns while purchasing green products in Pakistan. Journal of Environmental Planning and Management, 65(6), 1110–1134. https://doi.org/10.1080/09640568.2021.1922995
Mantovani, D., de Andrade, L. M., & Negrão, A. (2017). How motivations for CSR and consumer-brand social distance influence consumers to adopt pro-social behavior. Journal of Retailing and Consumer Services, 36, 156–163. https://doi.org/10.1016/j.jretconser.2017.01.009
Mutmainah, I., Sonani, N., Wahidhani, E. H., & Rumna. (2022). Community Perception And Preference On The Purchase Decision Of Environmentally Friendly Products. In Management Studies and Entrepreneurship Journal (Vol. 3, Issue 6). https://doi.org/https://doi.org/10.37385/msej.v3i6.1307
Nguyen, X. H., Nguyen, T. T., Anh Dang, T. H., Dat Ngo, T., Nguyen, T. M., & Anh Vu, T. K. (2024). The influence of electronic word of mouth and perceived value on green purchase intention in Vietnam. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2023.2292797
Nikmah, M., & Hartini, S. (2020). PENGEMBANGAN THEORY OF PLANNED BEHAVIOR PADA KEPUTUSAN PEMBELIAN GREEN PRODUCT under a Creative Commons Attribution (CC-BY-NC-SA) 4.0 license. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 5(2). http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/327
Nowacki, M., Kowalczyk-Anioł, J., & Chawla, Y. (2023). Gen Z’s Attitude towards Green Image Destinations, Green Tourism and Behavioural Intention Regarding Green Holiday Destination Choice: A Study in Poland and India. Sustainability (Switzerland), 15(10). https://doi.org/10.3390/su15107860
Oktavia, R. E., Sukmono, R. A., & Mt, M. (2024). Analysis and Implications of Talent Management to Improve Sustainable Company Performance in the Manufacturing Industry [Analisis dan Implikasi Talent Management untuk Meningkatkan Kinerja Perusahaan yang Berkelanjutan di Industri Manufaktur].
Papadaki, E. (2024). Promoting Green Tourism Synergies with Cultural and Creative Industries: A Case Study of Greece. Sustainability (Switzerland), 16(2). https://doi.org/10.3390/su16020633
Putu Novi Sri Astiti, N., & Ketut Suamba dan Ni Wayan Putu Artini, I. (2019). The Effect of Work Discipline, Job Satisfaction and Employee Loyalty on The Performance of Bagus Agro Pelaga Agrotourism Employess. AGRISOCIONOMICS: Journal of Agricultural Socioeconomics and Policy, 3(1), 1–9. https://doi.org/https://doi.org/10.14710/agrisocionomics.v3i1.4801
Rahman, A., Aditia, R., Wadud, M., & Kurniawan, M. (2020). Pengaruh Kualitas Produk terhadap Kepuasan Konsumen Sepeda Motor NMAX pada PT Yamaha A. Rivai Palembang (Vol. 1, Issue 1).
Rahul Anwar1, H. R. I. R. M. (2024). THE INFLUENCE OF ADVERTISING, PRICE AND PRODUCT QUALITY ON SALES VIA AXIOO LAPTOP MARKETPLACE. SENTRI : Journal of Scientific Research, 3.
Riptiono, S. (2022). The Effects of Consumption Value, Environmental Concerns, And Consumer Attitudes Towards Consumer Purchase Intentions of Electric Cars. Jurnal Aplikasi Bisnis Dan Manajemen. https://doi.org/10.17358/jabm.8.1.23
Sahabuddin, M., Alam, M. S., & Nekmahmud, M. (2024). How do perceived and environmental values influence tourist satisfaction, loyalty, and environmental awareness? Environment, Development and Sustainability. https://doi.org/10.1007/s10668-024-05094-3
Saragi, R., Milyardo, B., Lasibey, A. A., & Maria, G. R. A. (2023). Development of Manikin Beach as an Eco-Friendly Tourism Destination in Kupang Regency (pp. 370–375). https://doi.org/10.2991/978-2-38476-202-6_52
Siswanto, A. (2015). Eco-Tourism Development Strategy BaluranNational Park in the Regency of Situbondo, East Java, Indonesia. International Journal of Evaluation and Research in Education (IJERE), 4(4), 185–195.
Thipsingh, S., Srisathan, W. A., Wongsaichia, S., Ketkaew, C., Naruetharadhol, P., & Hengboriboon, L. (2022). Social and sustainable determinants of the tourist satisfaction and temporal revisit intention: A case of Yogyakarta, Indonesia. Cogent Social Sciences, 8(1). https://doi.org/10.1080/23311886.2022.2068269
Wang, D., & Walker, T. (2023). How to Regain Green Consumer Trust after Greenwashing: Experimental Evidence from China. Sustainability (Switzerland), 15(19). https://doi.org/10.3390/su151914436
Yulianto, E., Sanjaya, F., & Setiadi, T. (2020). AKSES TOKEN & ALGORITMA SIMPLE RANDOM SAMPLING. Symmetry | Pasundan Journal of Research in Mathematics Learning and Education, 5(2). https://doi.org/http://dx.doi.org/10.23969/symmetry.v5i2.2988
Copyright (c) 2025 Febi Putri Maharani, Rita Ambarwati, Dametken Medihanovna Turekulova
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.