The Influence of Electronic Word of Mouth, Green Marketing Practices, and Green Brand Image on the Intention to Choose Green Hotels with Green Attitude Mediation

This study aims to examine the influence of Electronic Word of Mouth, Green Marketing Practice, and Green Brand Image on Intention to Choose Green Hotel with Green Attitude as a mediating variable. The research objects are consumers who have experience staying at environmentally friendly hotels in the Jabodetabek area. A total of 250 respondents were selected using purposive sampling technique. The study employed a quantitative approach with Structural Equation Model (SEM) using SmartPLS 4.0 as the analytical tool. The results show that Electronic Word of Mouth, Green Marketing Practice, and Green Brand Image have a positive and significant effect on Green Attitude. Furthermore, Green Attitude is proven to act as a mediating variable that strengthens the influence of these three factors on Intention to Choose Green Hotel. The findings of this study are expected to provide valuable insights for hotel owners and marketers in developing sustainability-based communication and marketing strategies to attract environmentally conscious consumers.