Environmental Management
A.S. Rama; . Yasri; P. Susanto
Abstract
BACKGROUND AND OBJECTIVES: This study aims to determine the effect of green brand positioning and knowledge and attitudes toward green brands on green product purchase intention moderated by environmental awareness. Collected data were from 230 Generation Y respondents in West Sumatra, Indonesia, who ...
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BACKGROUND AND OBJECTIVES: This study aims to determine the effect of green brand positioning and knowledge and attitudes toward green brands on green product purchase intention moderated by environmental awareness. Collected data were from 230 Generation Y respondents in West Sumatra, Indonesia, who intended to purchase a low-cost green car. The achievement of this research is the implementation of environmental management policies in West Sumatra by increasing Generation Y awareness to buy green products to maintain the carrying capacity of the environment and encourage changes in environmentally conscious behavior.METHODS: This study used a survey approach with a questionnaire. The population in this study is Generation Y in West Sumatra, who intend to buy low-cost green cars. This study used a nonprobability approach in the sample selection. A purposive sampling technique was applied, and data were analyzed using a structural equation model – the partial least squares method.FINDINGS: There are five crucial findings in this study. First, green brand positioning has a significant effect on attitudes toward green brands, green product purchase intention, and green brand knowledge, which are 0.192, 0.151, and 0.680, respectively. Second, green brand knowledge has a significant effect on attitudes toward green brands and green product purchase intention, which are 0.271 and 0.229, respectively. Third, attitudes toward green brands have a significant effect on green product purchase intention of 0.067. Fourth, attitudes toward green brands mediate green brand positioning and knowledge on green product purchase intention by 0.218 and 0.057, respectively. Fifth, environmental awareness has a moderating effect between attitudes toward green brands and green product purchase intention at 0.161 but does not have a moderating effect between green brand positioning and green product purchase intention.CONCLUSIONS: The findings of this study are for green marketers to supply high access levels to green product demand because consumers are increasingly aware of environmental preservation, and marketers must emphasize quality, price, and advertising to increase demand for green products. Moreover, the respondents were only taken from West Sumatra Province, so the study results cannot represent the entire country (Indonesia). Therefore, further research should attempt to expand the sample size to include more provinces in Indonesia. Finally, this study used a cross-sectional research design, which gathered data simultaneously.
Environmental Management
M.H. Mansour
Abstract
BACKGROUND AND OBJECTIVES: Despite the various environmental challenges the hotel sector faces, there is a significant need to resolve them by applying sustainable techniques like green human resource management. As a result, there is a pressing need to investigate how green human resource management ...
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BACKGROUND AND OBJECTIVES: Despite the various environmental challenges the hotel sector faces, there is a significant need to resolve them by applying sustainable techniques like green human resource management. As a result, there is a pressing need to investigate how green human resource management may improve environmental performance. This study investigates the causal linkage among environmental awareness, green human resource management, green behaviours, green performance, and servant leadership.METHODS: The data were collected via Questionnaires obtained from employees working in hotels in Amman, Jordan (52.5 per cent response rate). To evaluate the model, Smart Partial Least Square was employed to conduct validity and reliability testing and develop structural equation modeling.FINDINGS: According to the results, Environmental awareness mediated the effects of green human resource management and green behaviours on green performance. Green HRM was found to have a direct and substantial impact on Green Performance (β = 0.109, p < 0.005). A positive and statistically significant relationship between Green Behaviors and Green Performance was also found (β = 0.338, p < 0.000). Additionally, Green HRM has a favorable and significant effect on Environmental Awareness (β = 0.176, p < 0.0001). Furthermore, Environmental Awareness is positively and significantly influenced by Green Behaviors (β = 0.743, p < 0.000). Green performance positively relates to environmental consciousness (β = 0.186, p < 0.000).CONCLUSION: Based on social cognition, social exchange, and social learning theory, this study contains theoretical insights, practical implications, and positive recommendations for hospitality managers and scholars. Current research is critical because it emphasizes environmental stewardship in industries that directly connect to and influence the environment, such as tourism and hospitality. The study does not examine environmental performance and behavior in general but instead evaluates pro-environmental behaviors in depth by considering green behaviour.
