<![CDATA[Purpose– Tourism is a continuously growing industry that contributes to increasing national income and economic growth in East Java; however, it also impacts the natural and social environment. Green tourism aims to implement environmentally sustainable practices (ESP) by integrating functional value price (FVP), functional value quality (FVQ), and social value responsibility (SVR) into consumer choice behavior (CCB). This study examines the mediating roles of FVP, FVQ, and SVR in the relationship between ESP and CCB. Methodology– This study adopts a quantitative approach by distributing an online survey to 150 respondents and analyzes the relationships between variables using the PLS-SEM approach. Finding– The findings show that ESP significantly influences CCB, FVQ, FVP, and SVR. CCB is directly affected by ESP and FVQ, but not by FVP or SVR. Only FVQ mediates the ESP–CCB relationship significantly. These results underscore the role of high-quality sustainability practices in shaping consumer choices, suggesting that green tourism stakeholders should prioritize product quality and sustainable efforts. Originality – This manuscript's originality lies in examining the intermediary functional of FVP, FVQ, and SVR in linking ESP to CCB in the setting of green tourism in East Java.]]>
Copyrights © 2025
