Gender-Specific Effects Of Green Marketing Strategy And Consumer-Based Brand Equity On Tourism Marketing Performance

Pro-environmental behavior is relative. Marketers have a big task to learn about the various possibilities and factors that can influence such behavior. The purpose of this study is to examine the possibility of differences in pro-environmental behavior between men and women consumers, especially in tourism activities. The method used in this study is comparative statistics with the Structural Equation Model Multi-Group Analysis (SEM-MGA) method. The results of the study indicate that Green Marketing Strategy (GMS) has a significant effect on both men and women with a greater effect seen in men. In addition, it was also found that Consumer-Based Brand Equity (CBBE) only has a significant effect on women and not on men. This study also found that statistically there was no significant difference between the effect of GMS and CBBE on TMP in male and women respondents as a novelty. The results of this study are the basis for recommendations for tourism destination marketers to continue to focus on strengthening aspects of GMS and CBBE that are generally acceptable to both gender groups.