PENGARUH NATURAL LANDSCAPE DAN ENVIRONMENTAL KNOWLEDGE TERHADAP ENVIRONMENTAL AWARENESS DAN GREEN BEHAVIOR SEBAGAI BAGIAN UPAYA MITIGASI PERUBAHAN IKLIM PADA INDUSTRI JASA LINGKUNGAN

Abstract

In the implications of the Triple Bottom Line (People, Planet, Profit), forestry businesses play an important role in creating environmental awareness and green behavior of the people which in turn will contribute to the efforts of global climate change mitigation. This study builds the concept of an environmental service business that can create its customers become environmentally aware and behave in eco-friendly basis. This study aims to examine the effects of Natural Landscape and Environmental Knowledge on Environmental Awareness and Green Behavior. This study also aims to examine the role of Environmental Awareness and Green Behavior in climate change mitigation efforts. The model was tested on the environmental service industry business in the two ecotourism locations. Statistical analysis was performed using SmartPLS version 3.2.9 software. From the first objective, the results of the study show that there is a significant effect of Natural Landscape on Environmental Awareness, significant effects of Environmental Knowledge on Environmental Awareness and Green Behavior, and a significant effect of Environmental Awareness on Green Behavior. However, the direct effect of Natural Landscape on Green Behavior is not significant. From the second objective, environmental service businesses are able to trigger or increase the environmental awareness and green behavior of their visitors which contribute in the efforts of global climate change mitigation.