PENGARUH NATURAL LANDSCAPE DAN ENVIRONMENTAL KNOWLEDGE TERHADAP ENVIRONMENTAL AWARENESS DAN GREEN BEHAVIOR SEBAGAI BAGIAN UPAYA MITIGASI PERUBAHAN IKLIM PADA INDUSTRI JASA LINGKUNGAN

Muhammad Naparin

Abstract


Dalam implikasi Triple Bottom Line (People, Planet, Profit), bisnis kehutanan harus berperan dalam memberikan dampak sadar lingkungan (environmental awareness) dan perilaku hijau (green behavior) kepada masyarakat (people) yang pada akhirnya dapat berkontribusi dalam upaya mitigasi perubahan iklim global. Studi ini membangun konsep bisnis jasa lingkungan yang dapat menciptakan pelanggan-pelanggannya menjadi sadar lingkungan dan berperilaku ramah lingkungan. Studi ini bertujuan untuk menguji pengaruh Natural Landscape dan Environmental Knowledge terhadap Environmental Awareness dan Green Behavior. Selain itu studi ini juga bertujuan untuk mengkaji peran Environmental Awareness dan Green Behavior dalam upaya mitigasi perubahan iklim. Model diuji pada bisnis industri jasa lingkungan, yaitu di dua lokasi ekowisata. Analisis statistik dilakukan menggunakan software SmartPLS version 3.2.9. Dari tujuan pertama, diketahui bahwa hasil studi menunjukkan adanya pengaruh signifikan dari Natural Landscape terhadap Environmental Awareness, pengaruh signifikan dari Environmental Knowledge terhadap Environmental Awareness dan Green Behavior, pengaruh signifikan dari Environmental Awareness terhadap Green Behavior. Namun pengaruh langsung Natural Landscape terhadap Green Behavior tidak signifikan. Dari tujuan kedua, diketahui bahwa bisnis jasa lingkungan yang dapat memicu atau meningkatkan kesadaran lingkungan dan perilaku hijau para pengunjungnya akan menjadi bagian penting dari upaya mitigasi perubahan iklim.

Keywords


Mitigasi perubahan iklim; Pemandangan alam; Pengetahuan lingkungan; Kesadaran lingkungan; Perilaku Hijau; Ekowisata, Bisnis Kehutanan.

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DOI: http://dx.doi.org/10.20527/jht.v10i3.14964

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