<![CDATA[ABSTRAKPenerapan green practice harus semakin diperhatikan sebagai bentuk kepedulian terhadap lingkungan. Saat ini green practices sudah mulai diterapkan oleh para pelaku bisnis, salah satunya di industri perhotelan. Penelitian ini bertujuan untuk mengetahui bentuk perilaku masyarakat di Indonesia dalam mendukung green practice di hotel. Berdasarkan teori planned behavior akan diamati pengaruh dari eco friendly attitude, subjective norm, dan perceived behavior control terhadap behavioral intention. Penelitian dilakukan terhadap 205 orang responden. Data penelitian dikumpulkan dengan kuesioner dan diolah menggunakan metode SEM. Hasil yang diperoleh menunjukkan bahwa eco friendly attitude dan perceived behavior control berpengaruh signifikan positif terhadap behavioral intention, sedangkan subjective norm tidak berpengaruh signifikan.Kata kunci :green practices, eco friendly attitude, subjective norm, perceived behavior control, behavioral intentionABSTRACTThe attention for the application of green practices must be increased as a concern for the environment. Nowadays, green practices have already begun to be applied in business world, including hospitality industry. This study aims to determine comunity behavior in Indonesia in supporting green practices in hotels. Based on the theory of planned behavior, this research will observe the effect of eco friendly attitude, subjective norm, and perceived behavior control toward behavioral intention. The study was conducted on 205 respondents. The research data was collected by questionnaire and processed using SEM method. The results showed that the eco friendly attitude and perceived behavior control had a significant positive effect on behavioral intention, while the subjective norm had the subjective norm does not have a significant effect.Keywords : green practices, eco friendly attitude, subjective norm, perceived behavior control, behavioral intention]]>
