The deteriorating condition of the earth causing the green practices in various industries
such as the hospitality industry becomes prominent. Implementing the green practices not only
positively contributes to the well-being of the earth, it also attracts the consumers, especially for
those who are aware in regards to the issues of the environment. Greenhost Boutique Hotel
Prawirotaman becomes a prime example of the hotel that implements the green practices in
Yogyakarta’s hospitality industry. This research would like to identify the effect of attitude that
the consumers have towards the green behavior to the overall image and the behavioral intentions
such as visit intention, word-of-mouth intention and willingness to pay more to stay at a green
hotel.
Based on the results and conclusion in this research, it is inferred that the attitude that the
consumers have towards the green behavior has a positive relationship towards the overall image
of the hotel and the behavioral intentions respectively. Moreover, the image that the consumers
have towards Greenhost Boutique Hotel Prawirotaman also has a positive relationship towards the
behavioral intentions of the consumers. Therefore, the findings imply that Greenhost Boutique
Hotel Prawirotaman is able to improve the behavioral intentions of the consumers in this industry
through enhancing their overall image by creating a campaign or advertisement that expresses their
value and commitment towards the environment.