Analyzing the Influence of Green Marketing Activities on Tourist Intention through Eco-Friendly Attitude in Sustainable Destinations

Muhamad Imron Rifai

Analyzing the Influence of Green Marketing Activities on Tourist Intention through Eco-Friendly Attitude in Sustainable Destinations

Date Published : 14 September 2026

Contributors

Muhamad Imron Rifai

Universitas Siliwangi

Corresponding Author

Keywords

Green marketing eco-friendly attitude green destination trust tourist intention sustainable tourism.

Proceeding

Vol. 1 (2025): International Seminar and Conference on Management, Research, and Transformation (I-SMART 1.0)

Track

General Track

License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

This study examines the influence of green marketing on tourists’ intentions to visit sustainable destinations, focusing on the roles of eco-friendly attitudes and trust in green destinations. The increasing awareness of environmental issues has prompted the tourism sector to implement green marketing to encourage sustainable travel behaviors. Nonetheless, there is a paucity of research on how these marketing strategies affect travel intentions through psychological and trust-related factors. A quantitative-explanatory methodology was employed, gathering data from 250 Indonesian tourists who had visited eco-friendly destinations. Data collection utilized a 10-point bipolar scale, with analysis conducted via Covariance-Based Structural Equation Modeling (CB-SEM). Results indicate that green marketing positively affects eco-friendly attitudes and enhances trust in sustainable destinations among tourists. The mediating factors partially convey the influence of green marketing on travel intentions, suggesting the importance of emotional and cognitive factors in fostering sustainable travel behavior. Theoretically, this research enhances the comprehension of the connections between green marketing and sustainable tourism intentions. Practically, it offers insights for destination managers and policymakers to develop more effective, trust-focused, and value-oriented green communication strategies.

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Analyzing the Influence of Green Marketing Activities on Tourist Intention through Eco-Friendly Attitude in Sustainable Destinations (I. Rifai, Trans.). (2026). International Seminar and Conference on Management, Research, and Transformation (I-SMART), 1, 694-703. https://conference.unsil.ac.id/ismart/paper/view/198