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All Journal Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Informatika Ekonomi Bisnis
Susilowati, Ervan
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Journal : Management Studies and Entrepreneurship Journal (MSEJ)

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Sustainable Marketing in the Age of Climate Conscious Consumers Andi Wardana, Miko; Sutantri, Sutantri; Susilowati, Ervan
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 5 No. 2 (2024): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v5i2.4905

Abstract

This study investigates the dynamics of sustainable marketing strategies within PT. Pioneer Wisata Nusantara, focusing on the relationships between consumer behavior, climate consciousness, environmental awareness, and marketing strategies. Utilizing quantitative research methods and structural equation modeling, data was collected from 100 customers using a random sampling technique. The results reveal significant direct and indirect effects among the variables, highlighting the crucial role of environmental awareness as a mediator in shaping consumer behavior. Specifically, climate consciousness and marketing strategies significantly influence consumer behavior, both directly and indirectly through their impact on environmental awareness. These findings underscore the importance of strategic marketing initiatives that promote environmental awareness to drive sustainable consumer behavior within the tourism industry. This research provides actionable insights for PT. Pioneer Wisata Nusantara to enhance its sustainability efforts and contribute to the advancement of sustainable tourism practices in Indonesia.
Co-Authors Andi Wardana, Miko Erna Susanti Karsim, Karsim Pianda, Didi Pratiwi, Nurul Aziz Setiawan, Wahdan Budi Sutantri Sutantri syafii, mochamad - Syamsu Rijal Syukriah Syukriah, Syukriah