PENGARUH KEPEDULIAN LINGKUNGAN MELALUI PERCEIVED GREEN BENEFITS DAN PERCEIVED GREEN COST PADA NIAT MEMILIH GREEN HOTEL

VINA OCTARYNA, Suci Paramitasari Syahlani, MM, Dr.

2016 | Tesis | S2 Manajemen

Hotel dengan konsep green hotel dibentuk sebagai usaha pelaku bisnis perhotelan agar lebih bertanggung jawab terhadap lingkungan. Penerapan konsep green hotel juga membantu penghematan biaya dan menjadi strategi diferensiasi bagi hotel. Namun, belum ada jaminan bahwa konsumen pun sepakat dengan diferensiasi yang ditawarkan oleh green hotel. Konsumen beranggapan bahwa kebutuhan pribadi jangka pendek akan lebih utama dibanding dengan keberlanjutan lingkungan jangka panjang. Hal ini mengindikasikan bahwa ada perceived green benefits dan perceived green costs yang mengarahkan niat perilaku konsumen untuk memilih green hotel. Penelitian ini bertujuan untuk mengidentifikasi (1) pengaruh kepedulian lingkungan, perceived green benefits, dan perceived green costs pada niat perilaku konsumen dalam memilih green hotel; (2) pengaruh kepedulian lingkungan pada perceived green benefits dan perceived green costs. Kuesioner disebar secara online dengan jumlah responden yang berpartisipasi sebanyak 303 orang. Metode analisis yang digunakan adalah analisis jalur melalui SPSS. Hasil penelitian menunjukkan bahwa perceived green benefits berpengaruh positif pada niat memilih green hotel, sedangkan kepedulian lingkungan dan perceived green costs tidak berpengaruh pada niat konsumen dalam memilih green hotel. Kepedulian lingkungan yang dimiliki konsumen berpengaruh positif pada perceived green benefits dan berpengaruh negatif pada perceived green costs. Kepedulian lingkungan berpengaruh pada niat konsumen dalam memilih green hotel bila melalui mediasi perceived green benefits.

Green hotel was formed as an hoteliers effort to be more environmentally responsible. Green hotel also helps save costs and be a differentiation strategy for the hotel. However, there is no guarantee that consumers were agreed with the differentiation is offered by the hotel green. Consumers assume that short-term personal needs will be more particularly than the long-term environmental sustainability. This indicates that there are perceived green benefits and perceived green costs that directs behavioral intentions of consumers to choose green hotels. This study aims to identify (1) the effect of environmental concern, perceived green benefits, and perceived green costs on consumers intention to choose a green hotel; (2) the effect of environmental concern on perceived green benefits and perceived green costs. Questionnaires are distributed online and 303 respondents participated. The analytical method used is path analysis through SPSS. The results show that perceived green benefits have positive effect on consumers intention to choose a green hotel, while environmental concern and perceived green costs have no effect on consumers intention to choose a green hotel. Consumers environmental concern has positive effect on perceived green benefits and negative effect on perceived green costs. In addition, environmental concern has an indirect effect on the consumers intention to choose a green hotel through perceived green benefits.

Kata Kunci : Green hotel, kepedulian lingkungan, perceived green benefits, perceived green costs, dan niat perilaku.