The effect of eco-friendly practices on green image and customer attitudes

Honantha, Christina Rahardja and Anandya, Dudi and Setyawan, Andhy (2018) The effect of eco-friendly practices on green image and customer attitudes. Advances in Social Science, Education and Humanities Research (ASSEHR), volume 186, 186. pp. 174-177. ISSN 2352-5398

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Abstract

This study aims to examine the relationship between customers’ perceived green practices, perceived green image, and attitudes of a canteen, as well as identify the key green practices that influence customers’ perceptions of a canteen’s green image. The model used for this study was adopted from Namkung & Jang (2013). The respondents were 200 people consisting of university employees, lecturers, and students. Data were analyzed using Structural Equation Model (SEM). The results suggested that the perception of green practices affects customers’ perceived green image of a canteen which in turn influences customers’ attitudes towards a canteen. Secondly, the study identified recyclable take-out containers, recycling waste, and energy-efficient lighting as the key green practices that contribute to the formation of customers’ perceptions of a canteen’s green image. Finally, the paper includes a theoretical model and offers practical guidelines for effective green marketing management in Keluwih canteen management.

Item Type: Article
Uncontrolled Keywords: green practices, perceived green image, consumer attitude
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Business and Economic > Department of Management
Depositing User: Christina Rahardja H (31113)
Date Deposited: 18 Dec 2018 07:56
Last Modified: 18 Dec 2018 07:56
URI: http://repository.ubaya.ac.id/id/eprint/34010

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