Role of Subjective Well-Being and Altruism in Promoting Environmental Awareness Among Residents in Developing the Sumber Nyonya Waterfall Tourism at Gunung Petung Village

The rise of eco-tourism highlights the need to understand how subjective well-being and altruism affect sustainable conservation and eco-friendly tourism management. This study investigates their role in environmental awareness among Gunung Petung village residents. Out of 336 residents, a sample of 172 was selected using Krejcie and Morgan's table with a 5% margin of error through purposive sampling. The study employed three instruments: environmental awareness (23 items, reliability 0.937), subjective well-being (20 items, reliability: chi-square 1646.00, df 170, p-value 0.00000, RMSEA 0.202), and altruism (37 items, reliability 0.945). Results show that subjective well-being and altruism significantly influence environmental awareness (F=16.087, p=0.001). Positive correlations between subjective well-being (r=0.313) and altruism (r=0.319) suggest that higher levels of these factors enhance environmental awareness. The study concludes that these psychological factors are crucial for fostering environmental consciousness, offering insights for sustainable tourism development.