Kesadaran masyarakat akan lingkungan yang semakin meningkat membuat masyarakat gencar mencari hotel yang ramah lingkungan dibandingkan dengan hotel konvensional. Penelitian ini bertujuan untuk mengetahui perbedaan eco-friendly attitude, eco- friendly behavior, dan eco-friendly intention konsumen generasi x dan generasi y terhadap green hotel di Indonesia dan apakah eco-friendly attitudes dan eco-friendly behavior berpengaruh signifikan terhadap eco-friendly intention. Total responden dalam penelitian adalah 200 responden yang pernah menginap di hotel berbintang di Indonesia dan memiliki pengetahuan tentang green hotel. Jenis penelitian yang digunakan adalah kuantitatif yang bersifat deskriptif komparatif. Teknik pengolahan data dalam penelitian ini menggunakan uji Independent Sample T-test, uji T, dan uji F. Hasil penelitian menunjukkan bahwa ada perbedaan eco-friendly attitudes antara konsumen generasi x dan y, namun tidak ada perbedaan eco-friendly behavior dan eco-friendly intention. Eco-friendly attitude dan eco- friendly behavior terbukti berpengaruh positif terhadap eco-friendly intention. As the awareness of environment is increasing, more people are looking for environmentally friendly hotels compared to conventional hotels. This study aimed to determine the differences in eco-friendly attitude, eco-friendly behavior, and eco-friendly intention of consumer generation x and y and whether eco-friendly attitudes dan eco-friendly behavior significantly impact eco-friendly intention or not. Total 200 respondents who have experienced stay in a hotel and have knowledge about green hotel, the research method used is Independent Sample T-test, T Test and F Test. The results showed that there are differences in eco-friendly attitudes between consumer generation x and y, but there are no differences in eco-friendly behavior and eco-friendly intention. Eco-friendly attitude and eco-friendly behavior influence eco-friendly intention positively and significantly.
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