Green Tourism in East Java : The Mediating Role of Functional and Social Values on Consumer Choice Behavior
Pariwisata Hijau di Jawa Timur : Peran Mediasi Nilai Fungsional dan Sosial terhadap Perilaku Pilihan Konsumen
DOI:
https://doi.org/10.21070/ups.8267Keywords:
green tourism, Environmentally Sustainable Practies, Functional Value Quality, Social Value Responsibility, Functional Value Price, Consumer Choice BehaviorAbstract
Tourism is a rapidly growing sector that contributes to increasing national income, particularly in East Java. However, tourism activities also have negative environmental and social impacts. Green tourism offers a solution by implementing environmentally sustainable practices (ESP), supported by functional value price (FVP), functional value quality (FVQ), and social value responsibility (SVR) in shaping consumer choice behavior (CCB). This study used a quantitative method with an online survey involving 150 respondents and was analyzed using PLS-SEM. The results show that ESP significantly influences CCB, FVP, FVQ, and SVR. However, only ESP and FVQ have a direct significant effect on CCB. FVQ also significantly mediates the relationship between ESP and CCB, while FVP and SVR do not. These findings highlight the importance of high-quality sustainability practices in influencing consumer preferences and offer strategic insights for stakeholders in developing sustainable green tourism.
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