Abstract:
This study aims to analyze the effect of eco brand, eco label, and
environmental advertisement on green purchase behavior through eco
friendly attitude as a mediating variable among tourists in rural tourism
destinations in North Sumatera. The research method used is a quantitative
approach with an associative research type. Data were collected through
distributing questionnaires to respondents who visited rural tourism
destinations in North Sumatera and were analyzed using the Structural
Equation Modeling (SEM) method based on Partial Least Square (PLS). The
results show that eco label and environmental advertisement have a
significant effect on eco friendly attitude, while eco brand does not have a
significant effect on eco friendly attitude. Furthermore, eco label and
environmental advertisement have a significant effect on green purchase
behavior, whereas eco brand does not have a significant effect on green
purchase behavior. Eco friendly attitude has a significant effect on green
i
purchase behavior. However, eco friendly attitude only mediates the
relationship between environmental advertisement and green purchase
behavior, while it does not mediate the relationship between eco brand and
eco label on green purchase behavior. These findings indicate that credible
eco labels and environmental communication strategies play a more
important role in encouraging environmentally responsible purchasing
behavior among tourists compared to brand image alone.
