A structural equations model was developed to test the research hypothesis. To test the proposed model empirically, personal surveys of hotel customers were conducted in Surabaya, Indonesia, using a structured questionnaire. The selected green hotels in Surabaya, Indonesia, were J.W. The research studied the impact of customers’ belief, their reasonable objective, income, and the hotel’s obligation on the customers’ willingness to pay for the green-rated hotels. It is considered to be one of the requirements for sustainable development. International Conference on Economics, Education, Business and Accounting (3rd ICEEBA)Īt present, environmental issues attract the attention of academics, business communities, and governments in Indonesia.
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