LINKING THE GREEN SERVICE MARKETING MIX ELEMENTS WITH THE GREEN BRAND EQUITY DIMENSIONS

This study has explored the relationship between the green service marketing mix elements and the creation of green brand equity in green hotel services, which are moderated by environmental awareness and consideration of the consequences of consumer behavior. Data was collected through online questionnaires using the snowball sampling method. The final sample was 426 respondents who had stayed at a hotel that implemented an environmentally friendly service program in Indonesia. The results of the regression analysis have shown that the seven elements of green service marketing mix were significantly related to the four dimensions of green brand equity, but not individually. In addition, results have shown a significant increase in models that are moderated by environmental concerns. However, there was no significant increase in the model which was moderated by consideration of consequences.