Impacts of Consumer Environmental Ethics on Consumer Behaviors in Green Hotels

ABSTRACT This study seeks to expand and improve existing theories on green marketing. According to consumer behavior theory, consumer behavior can be affected when the three components that make up an attitude, namely cognitive (belief), affective (feeling) and behavior (reaction), are perfectly compatible. Since hotels are given a special characterization due to their emphasis on luxurious service, there are less partially positive correlative relationships between environmental ethics (NEP) and consumer green hotel consumption behaviors. This finding aligns with current theory, which accentuates the reality that the human race still needs to increase support and be more proactive in terms of environmental movements.