GREENING THE TOURISTS: ANALYZING THE DRIVERS OF ENVIRONMENTALLY RESPONSIBLE TOURISM BEHAVIOR

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GREENING THE TOURISTS: ANALYZING THE DRIVERS OF ENVIRONMENTALLY

RESPONSIBLE TOURISM BEHAVIOR

Prasetyo Hadi

Universitas Pembangun Nasional Veteran Jakarta, Indonesia Ahmad Johan

Sekolah Tinggi Ilmu Administrasi Bandung, Indonesia

Abstract: The concept of green tourism has started to gain attention since it is seen as a practice that can reduce carbon emissions, environmental degradation, and detrimental impacts on the environment and tourists' activities. As the main actors within the tourism industry, tourists are also encouraged to start to have concerns for the environment when they visit a destination. This study attempts to identify the driving factors of tourists' environmentally responsible behavior by examining how green mindfulness, green knowledge, and individual green value of tourists influence attitudes towards green tourism, which then affect their intention and conduct to participate in green tourism. Through the quantitative method, this study employs a survey adminis- tered to 330 respondents who visited tourist destinations in West Java Prov- ince, Indonesia. The data obtained is analyzed using Structural Equation Mod- eling with Partial Least Square (SEM-PLS). Green mindfulness, knowledge, and individual values positively influence tourists' attitudes toward green tourism. Furthermore, attitude toward green tourism leads to the intention to participate in green tourism and eventually to environmentally responsible tourism behavior. This study forms a framework that explains the formation of pro-environmental behavior from visitors who have positive views, perceptions, and values toward the environment. Managers of tourist attractions can look for ways or alternatives to increase green mindfulness, knowledge, and value from tourists. Even though the visitors themselves can own this, the manager can grow it by providing information about green tourism on their website, social media, brochures, or information channels. This study offers new insight into how to boost the environmentally responsible behavior of tourists while visiting tourism destinations by utilizing the extended theory of planned behavior. It sheds light on green tourism from the side of the tourists by establishing the model of green tourists' behavior.

Keywords: Attitude, Green Tourism, Individual Value, Knowledge, Mindful- ness

CITATION

Hadi, P. and Johan, A. 2023. Greening’ the Tourists: Analyzing the Drivers of Environmentally Responsible Tourism Behavior. Jurnal Aplikasi Manajemen, Volume 21, Issue 3, Pages 704-717.

Malang: Universitas Brawijaya. DOI: http://dx.doi.org/10.21776/ub.jam.2022.021.03.11.

I N D E X E D I N

D O A J - D i r e c t o r y o f O p e n A c c e s s J o u r n a l s

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705 INTRODUCTION

In 2015, the leaders from numerous countries formulated an agenda that is aimed to achieve and ensuring the existence of a sustainable future, which is called the sustainable development goals (SDGs). In general, SDGs exist to overcome pov- erty, injustice, and inequality and improve environmental issues and conditions (Sachs et al., 2019).

SDGs also ensure the sustainability and development of three aspects: people, planet, and profit (3P). One of the goals of SDGs is sustainable consumption and production, which is carried out to protect the environment. As one of the service sec- tors that plays a significant role in increasing a co- untry's economy, the tourism industry also needs to partake in SDGs by contributing to the protection and development of the sustainable environment and the community (Lenzen et al., 2018).

Several studies mentioned that the tourism industry is currently pressured by many parties to run environmentally-based business practices or green practices (Kalyar et al., 2021; Tuan, 2020).

The concept of green tourism or sustainable tourism also started to gain attention since it is seen as a practice that can reduce carbon emissions, environmental degradation, and detrimental impacts on theenvironmentandtourists’activities.Asthema- in actors within the tourism industry, tourists are also encouraged to start to have concerns for the environment when they visit a destination. Based on the study from previous scholars, the values, views, or beliefs held and possessed by tourists will determine their attitude, intentions, and behavior when they come to a destination (Aji et al., 2021;

Shan et al., 2020).

In this study, the green mindfulness, green knowledge, and individual green value are seen as the internal factors of the individual (tourists) that will determine their actions and behavior. Green mindfulness is a condition by which a person has an implicit awareness of the content and context of the information about the environment (Chen et al., 2015). In the previous studies, mindfulness has been found to influence the increase of individual positive outcomes in the organizational context, such as creativity, prevention of stress and burnout, and work engagement (Gip et al., 2022; Liu et al., 2020; Zhao et al., 2019; Hensley, 2020). As this concept develops to be green mindfulness, the directionofresearchalsoalterstoaddressenviron-

mental issues, integrating and correlating it with greencreativity, sustainabledevelopment, andpro-

environmental behavior (Kalyar et al., 2021; Ars- lanet al., 2021;Dharmestietal., 2020). Asidefrom green mindfulness, the knowledge possessed by tourists is also predicted to be able to determine their attitude. Green knowledge, or environmental knowledge, is the knowledge owned by individuals about the environment and its ecosystems (Wa- ng et al., 2019). The study on green knowledge in- dicates that this aspect can be a precondition for individuals to have the intention to carry out environmentally sound actions, such as purchasing environmentally friendly products (Yadav and Path- ak, 2016). Another aspect in this study that is considered to be the predictor of tourists’ attitudes is individual green value. In simple terms, individual green values can be understood as the individual's concern toward environmental values (Hameed et al., 2020). A number of studies that specifically look at individual green values have also been carried out in organizations by looking at their influence on employee attitudes and behavior (Hameed et al., 2020; Gilal et al., 2019).

However, since the concept of green mindfulness is still seen as a nascent concept (Kalyar et al., 2021), the study on green mindfulness is most- ly still carried out on employees. So far, no study has been specifically conducted on tourists to see how it influences their attitudes towards green tourism. The concept of consumer value has evolved in various contexts. Still, the one that specifically highlights green value in influencing environmentally responsible attitudes, intentions, and behavior of tourists is very limited (Tandon et al., 2021;

Shin et al., 2019). Aside from green mindfulness and green knowledge, the findings from previous studies still show inconclusive results regarding the outcomes of green knowledge (Amoako et al., 2019; Suki, 2016; Laroche et al., 2001). Thus, it requires further exploration.

This study identifies how tourists’ green mindfulness,greenknowledge,andindividualgre- en value can be directed to the increase of environmentally responsible tourism behavior. The auth- ors try to fill the research gaps from the previous literature, such as the nascent concept of green mindfulness and its emergence in the tourism industry, the inconclusive results and outcomes of green knowledge and attitude toward green tour-

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ism (Amoako et al., 2019; Zsóka et al., 2013; Ca- salo and Escario, 2018; Yadav and Pathak, 2016), as well as an answer to the calls from Tandon et al. (2021) and Liao et al. (2020) to explore how individual green value can influence their attitude in distinct concepts, including tourism. This study contributes to the literature in many ways. First, this study extended the body of knowledge of green tourism by explaining how tourists can develop their pro-environmental behavior while visiting tourist' destinations. Second, this study enriches the literature by applying the extended theory of planned behavior in the tourism industry by explaining the underlying mechanisms of how green mindfulness,greenknowledge,andindividualgre- en value can increase environmentally responsible behavior among tourists. Overall, this study contributes to the sustainable tourism literature by empirically developing and examining the frame- workanddeterminantsofenvironmentallyrespon- sible tourism behavior.

LITERATURE REVIEW Theory of Planned Behaviour

The Theory of Planned Behavior (TPB) ex- amines people's consumer behavior (Ajzen, 1988).

This theory is frequently applied to the study of people's consumer behavior, including community -related research, political consumer behavior (vo- ting), and health-related consumer behavior (fami- ly planning) (Ajzen and Fishbein, 1980). Accord- ing to TPB, attitudes toward the activity, subjective norms, and perceived behavioral control all have an impact on a person's intention, which in turn has an effect on the behavior (Dharmmesta, 1998).

The Theory of Planned Behavior (TPB), proposed by Ajzen in 1988, explains that a person's behavior canbepredictedbyintentionsheldwithinthemsel- ves. In addition, this theory also explains that the intention of the person's behavior will be influen- ced by the attitude toward the behavior, subjective norms, and perceived behavioral control (PBC) (Ajzen, 2020). In this study, green mindfulness, green knowledge, and individual green values rep- resent the subjective norm aspects of TPB, as these variables are considered significant predictors of the attitude of individuals. This attitude is ex- pected to lead to the intention and eventually to the behavior of tourists’ to be responsible for the environment while visiting tourist destinations.

Green Mindfulness

Mindfulness refers to an individual's awareness of what is happening in the present moment (Brown et al., 2007; Henriksen et al., 2020). This concept is evolving along with the growing awareness of environmental issues, thus forming a new construct within the concept, namely green mindfulness. Green mindfulness is the state of the individual fully aware of the context and content of information regarding the environment (Chen et al., 2015). Hwang and Lee (2019) also mentioned that individuals with green mindfulness can put their attention to distinct stimuli through non-judgmen- tal observation of the environment and provide an evaluative statement of the observation results. In- dividual with green mindfulness has an awareness and understanding of factual and novel information about the environment (Kalyar et al., 2021).

Green Knowledge

Green knowledge, also often referred to as environmental knowledge, refers to knowledge of facts,concepts,conditions,andrelationshipsinthe natural environment and the ecosystems within it (Wang et al., 2019). Amoako et al. (2019) stated that green knowledge also refers to the level of individual knowledge regarding environmental issues and one's knowledge of symbols, concepts, and behaviors related to the environment (Suki, 2016).

In the idea of knowledge management in general, Schahn and Holzer (1990) divided knowledge into two aspects: abstract and concrete. Abstract knowledge is related to knowledge and understanding of a thing's problems, causes, and solutions. So far, several studies have shown that abstract knowledge is a better predictor of influencing individual actions (Wang et al., 2019).

Individual Green Value

Values owned by consumers are considered as things that underlie their attitude towards something. In another view, consumer value is also seen as a predictor of consumer attitudes in the decision -making process (Shin et al., 2019). The judgmen- ts and actions taken by individuals result from the values they have held so far. Meanwhile, in simple terms, attitude is pleasant or unpleasant and is in line with certain actions to show a behavior (Ibnou -Laaroussi et al., 2020). In the context of this study, individual green values owned by visitors are

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707 predicted to be a factor that raises their attitude to-

wards green tourism.

Environmentally Responsible Tourism Behav- ior

Environmentally responsible tourism beha- viorisgoodbehaviortowardstheenvironmentand considers environmental issues that tourists show when they visit a destination (Su et al., 2020). This behavior also refers to efforts or actions taken by a person to minimize environmental impacts dur- ing their stop at a tourist spot (Luo et al., 2020).

More concretely, Paço et al. (2019) stated that this environmentally responsible behavior is carried out in a responsible, sustainable, and environmentally friendly manner. Tourists with the environmental insight, or green tourists, aim to reduce environmental impacts and increase the resource effi- ciency (Liobikiene et al., 2016; Amoako et al., 2019).

HYPOTHESIS DEVELOPMENT

Green Mindfulness and Attitude towards Green Tourism

Green mindfulness can assist individuals in developing their attitude towards the environment, including when they visit a tourist destination. It is because, to have mindfulness, a person requires full awareness and attention to what is happening (Daniel et al., 2022; Brown and Ryan, 2003). In line with this, green mindfulness allows individuals to pay attention and awareness of what is happeni- ngintheenvironment(BarbaroandPickett,2016), such as the degradation of environmental quality, pollution, waste management problems, and other environmental issues. In several works of literature, mindfulness has also been found to direct individuals to alter their behavior in a more positive direction (Arslan et al., 2021; Kalyar et al., 2021).

Therefore, green mindfulness is predicted to be able to drive individuals to have to have a more pro-environmental attitude. When it is drawn to the tourism context, the green mindfulness possessed by tourists allows them to build a positive attitude towards the green tourism because they know the current environmental conditions. Based on this description, the hypothesis proposed is as follows:

H1 : Green mindfulness positively influences attitude toward green tourism

Green Knowledge and Attitude towards Green Tourism

Individualswithgreenknowledgeshowres- pect for the environment since they know the conditions and facts in it (Khan et al., 2020; Sharma, 2021). In several studies, environmental knowledge possessed by consumers has been shown to lead to environmentally friendly behavior, such as purchasing environmentally friendly products and positive attitudes towards green brands (Yadav and Pathak, 2016). Amoako et al. (2019) researched 417 respondents in Ghana and proved that green knowledge can lead individuals to pro-environmental attitudes and intentions. On the other hand, individuals with insufficient knowledge or information about the context or facts in the environment tend to lack positive attitudes and behavior towards the environment (Sharma, 2021; Wang et al., 2019). In the context of the tourism industry, tourists with the green knowledge will have more awareness of what is happening in the environment related to quality degradation, pollution, and other environmental problems and their causes. It is predicted to encourage a positive attitude of tourists towards implementing green tourism when they visit tourist attractions. Based on this explanation, the hypothesis that is built is:

H2: Green knowledge positively influences attitude toward green tourism.

Individual Green Value and Attitude towards Green Tourism

A number of previous scholars have proven that consumer value has a positive relationship with attitude and purchase intention (Shin et al., 2019). In the context of employees in organizations, Gilal et al. (2019) found that green values owned by employees can predict their environmentally friendly attitudes and behavior at work. In line with this, the research by Hameed et al. (2020) on employees of manufacturing companies in Pakis- tan also found the role of individual green values in influencing employees’ attitudes and behavior.

Inthecontextofconsumers,consumervalueshave also been shown to correlate positively with their attitudes (Cheung and To, 2019; Liao et al., 2020;

Islam et al., 2021). So, based on this explanation, the hypothesis proposed is as follows:

H3: Individual green value positively influences attitude toward green tourism.

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Attitude towards Green Tourism and Intention of Green Tourism Participation

Basedonthetheoryofplannedbehaviorpr- esented by Ajzen (1991), consumer attitudes reflect the intentions and actions or behavior they will show towards something. In line with this, Casalo and Escario (2018) also stated that the attitude pre- dicts individual intentions and behavior. Attitude towards green tourism refers to an individual's attitude towards the environment when he visits a tourist destination (Amoako et al., 2019). The attitude shown by this individual can play a role in preserving the environment, protecting natural re- sources, and reducing environmental degradation (Casalo and Escario, 2018). Before they have intentions, individuals develop certain evaluations or views about what they will do, whether it is positive or negative for themselves (Ibnou-Laaroussi et al., 2020).

In several literatures, green tourism is seen as a broad concept that can be viewed from two perspectives. On the one hand, green tourism is tourists' willingness, action, or behavior to be environmentally friendly. Green tourism is also seen as an attempt by providers of tourist attractions to provide eco-friendly tourism services (Niñerola et al., 2019). The outline of these two views is to see green tourism as an environmentally friendly tourism activity. Several studies have proven that green attitude is a significant antecedent for pro-environmental intentions and behavior (Yadav and Pa- thak, 2016; Amoako et al., 2019). In line with this, the more favorable the attitude of tourists towards green tourism, the higher the possibility they will have the intention to participate. Based on this description, the hypothesis proposed is:

H4 : Attitude towards green tourism positively influences intention of green tourism participation.

The Intention of Green Tourism Participation and Environmentally Responsible Tourism Behavior

Based on the theory of planned behavior (Ajzen and Fishbein, 1980), individual behavior will depend on the intentions they have. Several studies conducted using TPB in the context of consumer behavior also show that consumer intentions are positively correlated with their actual behavior (Peña-García et al., 2020; Li et al., 2021;

Rausch and Kopplin, 2021), although some of these studies look at purchase intention or consumer use of a product or service. It shows that intention can move as the main predictor of individual behavior. In a study on 395 visitors to tourist destinations in North Cyprus, Ibnou-Laaroussi et al. (2020) also proved that visitors' intention to support green tourism sustainability is positively correlated with their behavior. Based on this description, the hypothesis proposed is as follows:

H5 : Intention of green tourism participation positively influences environmentally responsible tourism behavior.

METHOD

Thisstudyusesaquantitativeapproachwith surveys as a data collection tool to see how green mindfulness,greenknowledge,andindividualgre- en values can predict increased tourists' attitudes, intentions, and behavior towards green tourism.

The quantitative approach is chosen as it allows researchers to know the magnitude of the causal relationship of each of the variables studied. This study is conducted on visitors to several popular tourist destinations in West Java to confirm the re- lationships. The selected tourist destinations are the nature tourism destinations and marine tourism destinations. Both were chosen since tourists' behavior and actions will directly impact the environmental conditions. Then, researchers also specifically target tourists aged 18 years and over. Of the 500 questionnaires distributed online over two months (December-January) using the purposive sampling method, 378 respondents returned (75%

response rate), and 338 could be used for further data analysis.

Measurement and Data Analysis

In the questionnaire used for data collection, respondents were asked to give a value for their perception of the six variables in the study using a 5-point Likert scale. The measurement of each variable in this study is adopted from the previous studies, such as green mindfulness (Dharmesti et al., 2020), which has five items, green knowledge (Wang et al., 2019) with five items, and individual green values (Islam et al., 2021) with six items.

Then, the attitude toward green tourism (5 items), the intention of the green tourism participation (4 items), and environmentally responsible tourism

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709 behavior (5 items) are measured by items adopted

from research by Ibnou-Laaroussi et al. (2020).

The operational definition of each variabel can be seen in Table 1. From the data obtained, the rese-

archers conducted an analysis using the Structural Equation Modeling with the Partial Least Square (SEM-PLS) to identify the causal relationship that existed in the study.

Table 1. Variable Operational Definition

Variabel Operational Definition Indicator

Green Mindfulness A condition by which a person has implicit awareness towards the content and context of the

1. When I get to a tourist spot, I reflect on the condition of the environment.

(Dharmesti et al., 2020)

information about the environment. 2. When enjoying the atmosphere at a tourist spot, I reflect on the condition of the environment.

3. When enjoying the facilities at a tourist spot, I consider the environmental conditions.

4. When leaving tourist spots, I consider environmental conditions.

5. When I take out the trash, I put it where it should be.

Green Knowledge The knowledge owned by individuals about the 1. I understand environmental issues.

(Wang et al., 2019) environment and its ecosystems. 2. I know the concept and practice of re- cycling better than most people.

3. I know how to choose tourist attractions that are more environmentally friendly.

4. I understand the environmental phrases and symbols in tourist spots.

5. I know that I have to protect the environment when visiting tourist attractions.

Individual Green Value

The individual's concern toward environmental values.

1. I feel obligated to do whatever I can to prevent environmental damage.

(Islam et al., 2021) 2. I feel obligated to save the environ-

ment from other people's degradation.

3. I feel guilty when I contribute to environmental damage.

4. I feel an obligation to protect the environment rather than destroy it

5. People like me should do whatever they can to protect the environment from destruction.

6. I prefer to visit places that are aware of environmental issues.

Attitude toward Green Tourism

Individual's attitude towards the environment when he visits a tourist destination.

1. Green tourism can guarantee environmental quality.

(Ibnou-Laroussi et al., 2020)

2. Green tourism can promote the local tourism industry.

3. Green tourism has educational meaning.

4. Green tourism can enhance my travel experience.

5. Green tourism can increase my knowledge about resource protection.

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Variabel Operational Definition Indicator

Intention for Green Tourism

The person's willingness to participate in green tourism practices.

1. I will follow green travel principles when I travel.

Participation (Ibnou-Laroussi et al., 2020)

2. I intend to stay in an eco-friendly hotel because of its positive environmental con- tribution.

3. I plan to stay in an eco-friendly hotel instead of a conventional hotel when traveling.

4. I would consider switching to green tourism for ecological reasons.

Environmentally Responsible Tourism Behavior

Good behavior towards the environment and consid- ering environmental issues tourists show when visiting a destination.

1. I prefer to take public transportation.

(Ibnou-Laroussi et 2. I carry my water bottle when I travel

al., 2020) 3. I bring my bag when traveling to re-

duce plastic.

4. I bring my toothbrush and towel when I travel to reduce trash and tourist waste.

5. I choose to buy souvenirs with more

environmentally friendly packaging.

Table 2. Demography Characteristics of Respondent

Demography Amount Percentage

Gender

Male 197 52%

Female 181 48%

Age

18-23 years old 125 33%

24-33 years old 147 39%

34-43 years old 83 22%

44-53 years old 23 6%

Level of Education

Junior High School 34 9%

Senior High School 90 24%

Diploma/Bachelor 137 36%

Master 102 27%

Doctor 15 4%

Type of Tourist Attraction

Nature Tourist Attraction 238 63%

Coastal and Marine Tourist Attraction 140 37%

Source: Data in process, 2023

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711 RESULTS

Demography Analysis

This study investigates the relationship between green mindfulness, green knowledge, individual green values, attitude toward green tourism, intention of green tourism participation, and environmentally responsible tourism behavior. Table 2 shows the total number of respondents and their characteristics based on age, gender, education level, and the tourist destination they visited.

Outer Model Evaluation

Indicators(outermodel)aremeasuredtosee whether the indicators used are valid and reliable for measuring a latent variable. Indicator measure- ments are seen in the outer loadings parameters, Average Variance Extracted (AVE), Cronbach's Alpha, and Composite Reliability. The outer load- ing values for all indicators meet the acceptance criteria with a value of > 0.700, and the Average Variance Extracted value is greater than 0.50. By achieving the values of outer loadings and Avera- ge Variance Extracted, it can be said that measurement indicators are valid in measuring latent variables. Cronbach's Alpha and Composite Reliabil- ity values for all indicators are greater than 0.70, meaning that all indicators are reliable enough to be used as measuring instruments in this study.

Determinant Coefficient (R Square)

The value of determinant coefficient shows how much influence or role the exogenous variables have on the endogenous variables. In this test, the determinant coefficient of attitude toward gre-

en tourism is 0.711, meaning that green mindfulness, knowledge, and individual green value can influence attitude toward green tourism by 71.1%.

The determinant coefficient for the environmentally responsible tourism behavior is 0.428, meaning that environmentally responsible tourism behavior can be affected by the intention of green tourism participation of 42.8%. The coefficient value for the intention of green tourism participation is 0.623, meaning that attitude toward green tourism can influence the intention of green tourism participation by 62.3%.

Model Causality Test

The hypothesis of a causality relationship can be accepted when it has a t statistical value greater than the t table. In this study, the Degree of Freedom used at a significance of 5% was 224, so a t-table value of 1.9706 was obtained, and from the test results, obtained data that all alternative hypotheses can be accepted significantly. Table 3 shows the result of the model causality test. Green mindfulness has a positive influence on attitude toward green tourism of 0.332. It has a significant influence with a t statistics value of 8.295, greater than t table value of 1.9706 (H1 accepted). Green knowledge has a positive influence on attitude toward green tourism of 0.435. It has a significant influence with a t statistics value of 6.831, greater than the t table value of 1.9706 (H2 accepted). Ind- ividual green value has a positive influence on attitude toward green tourism of 0.854. It has a significant influence with a t statistics value of 14.425, greater than t table value of 1.9706 (H3 accepted).

Table 3. Result of Model Causality Test

Model Causality Path Coefficients T Statistics P Values

Green Mindfulness → Attitude toward Green Tourism 0,332 8,295 0,000

Green Knowledge → Attitude toward Green Tourism 0,435 6,831 0,000

Individual Green Value → Attitude toward Green Tourism 0,854 14,425 0,000 Attitude toward Green Tourism → Intention of Green Tourism

Participation

0,327 4,656 0,000

The Intention of Green Tourism Participation → Environmentally Responsible Tourism Behavior

0,654 20,243 0,000

Source: Processed Data (2023)

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Figure 1. Measurement Model

Attitude toward green tourism has a positive influence on the intention of green tourism participation of 0.327. It has a significant influence with a t statistics value of 4.656, greater than the t table value of 1.9706 (H4 accepted). The intention of green tourism participation has a positive influence on environmentally responsible tourism behavior of 0.654. It has a significant influence with a t statistics value of 20.243, greater than the t table value of 1.9706 (H5 is accepted). Based on the tests that have been done, the results indicate that all alternative hypotheses in this study can be accepted at a significance level of 5%. The measurement model in this study can be seen in Figure 1.

DISCUSSION

Green Mindfulness and Attitude towards Green Tourism

The findings from this study indicate a positive influence of green mindfulness on attitudes toward green tourism (H1 is accepted). These findings support a previous study that found that green mindfulness can predict changes in individual attitudes and behavior in a more positive direction (Kalyar et al., 2021; Tuan, 2020; Dharmesti et al., 2020). In the context of this study, the aspects that exist in green mindfulness enable individuals to

have a positive attitude towards the practice of green tourism. Tourists who have green mindfulness will be more proactive and have a willingness to think again, seek information, and have more awareness about environmental conditions or issues.

All of this can be their provision in forming certain attitudes towards the conditions in the tourist destinations they visit.

Green Knowledge and Attitude towards Green Tourism

On the results of testing the second hypothesis, green knowledge also has a positive influence on attitudes toward green tourism (H2 is accepted). This finding is consistent with a study that the previous scholars have conducted, which showed thattheknowledgeapersonhascanshapetheiratt- itude towards something (Yadav and Patak, 2016), including in the context of green knowledge (Am- oako et al., 2019; Wang et al., 2019). From these results, knowledge of tourists to tourist destinations on environmental issues and conditions enabl- es them to develop certain attitudes when visiting a place. When tourists know various ecological problems that are currently emerging, this will direct their attitudes to be more positive and environmentally conscious when in tourist destinations.

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713 Individual Green Value and Attitude towards

Green Tourism

The findings of the third hypothesis regarding the influence of individual green values on att- itudestowardgreentourismalsoshowpositiveand significant results. It means that personal green values can predict visitors' attitudes towards green tourism practices (H3 is accepted). The results of this study support previous research conducted by (Cheung and To 2019; Shin et al., 2019; Hameed et al., 2020). The green value visitors hold will influence their attitude when visiting a destination.

Visitors have attitudes and take environmentally friendly actions, consider the impact of all their activities on the environment, and support the green tourism process better.

Attitude towards Green Tourism and Intention of Green Tourism Participation

As stated above, this study is in line with the previous studies which confirmed that the individual attitudes derived from the views or perceptions they have of something would affect their intention to take action (Casalo and Escario, 2018; Amo- ako et al., 2019; Ibnou-Laaroussi et al., 2020). Alt- hough most of the previous studies are carried out in the context of consumer behavior, such as buying behavior or using products and services, this study shows that visitors' attitudes towards green tourism can be their first step in developing positive intentions towards green behavior (H4 accepted).

The Intention of Green Tourism Participation and Environmentally Responsible Tourism Behavior

The positive attitude of the tourists increas- es their intention to participate in preserving the environment where they travel. The environmentally responsible behavior of visitors reflects their behavior and efforts to respond to environmental issues and take a role in preserving the environment, especially in the destinations they visit. The testing of the fifth hypothesis confirms that visitors' intention to participate in green tourism can increase the environmentally responsible behavior of visitors (H5 is accepted).

This study is consistent with Peña-García et al. (2020; Li et al., 2021; Rausch and Kopplin, 2021), who found that consumer intentions positively correlate with actual behavior. From these

results, it can be seen that this research confirms the theory of planned behavior empirically. Green mindfulness, green knowledge, and the individual green values become subjective norms that can direct the positive attitude of tourists towards green tourism and eventually raise their intentions and behavior to be responsible for the environment when visiting tourist attractions.

IMPLICATIONS

The findings of this study enrich the literature on tourism sustainability from visitor perspective. In addition, this study also extends and empirically confirms the theory of planned behavior in the context of the green attitudes and behavior of visitors to tourist destinations, which is still rarely examined.Thisstudy'sfindingsemphasizethatthe tourists' attitudes, intentions, and environmentally responsible behavior can grow when they have the green mindfulness, green knowledge, and individual green values.

Thisstudyalsoprovidesanoverviewofhow managers of tourist attractions can improve or fos- ter the environmentally responsible behavior from their tourists. Managers of tourist attractions can look for ways or alternatives to increase the green mindfulness, knowledge, and value from tourists.

Even though visitors themselves can own this, the manager can grow it by providing the information about green tourism on their website, social media, brochures, or information channels. In addition, managers of tourist attractions can also hold an event to build awareness that, currently, the green movement is of concern to many parties, including tourism.

RECOMMENDATIONS

Despite having made several of these con- tributions, this study has limitations. First, the re- searcher used a cross-sectional research design to identify the causal relationship of the variables in the context of visitors to the tourism industry in West Java. This province was chosen because it has the largest population in Indonesia. Future researchers are advised to use a longitudinal design''.

Thus, they can obtain more robust data. Further- more, research in different contexts is also needed so that the results of this study can be generalized later. In addition, since this study is carried out wi- thout distinguishing the type of tourist destination,

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further research is suggested to group the types of tourism, for example, comparing tourism that has implemented green tourism with those that have not, then analyzing differences in tourist behavior.

CONCLUSIONS

The increasing awareness of environmental issues realized through the current SDGs requires various industries to start implementing environmentally, socially, and economically oriented business practices or sustainability. The tourism industry also faces this condition. This research was conducted to identify the process of green tourism from a visitor perspective, responding to the dem- and for going green in all industries and business lines. In particular, we look at how visitors' behavior towards environmental issues grows and how visitors can contribute to environmental degradation. This study forms a framework that explains the formation of pro-environmental behavior from visitors who have positive views, perceptions, and values toward the environment.

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