Exploring How Green Marketing Influences Shipping Tourist Destination Choice: Evidence from R Programming-Based Logistic Regression and Roc Analysis
Article Sidebar
Main Article Content
This study explores how green marketing influences the destination choice of shipping tourists, a segment where traveller’s increasingly seek sustainable experiences, but empirical evidence remains limited. This quantitative research employed a structured questionnaire and used R-based statistical techniques, including logistic regression, ROC analysis, and mediation analysis, on a sample of 325 shipping tourists to predict destination choice. The analysis confirmed excellent instrument reliability (alpha = 0.90) and found strong positive correlations between Green Marketing Awareness and Destination Choice (r=0.832); however, the logistic regression model found no statistically significant individual effects for the predictors, and the Causal Mediation Analysis failed to detect any significant direct or indirect effects. While the model showed fair overall discrimination (AUC = 0.7845) and an adequate fit (Hosmer-Lemeshow p > 0.05), its practical utility is severely limited by poor sensitivity (only 0.92% correctly classified true positives); therefore, future research must re-evaluate the binary measurement of Destination Choice and incorporate unobserved factors to enhance the predictive power of the model and generalizability of findings.
Downloads
References
Kumar, S., & Devi, N. (2023). The effect of green marketing tools (eco-labels, eco brands, eco advertisements) on green consumer behaviour among tourists in Himachal Pradesh, India. AIMT Journal of Management, 12(1–2).
Karina, M., Rivanto, R., Basri, H., & Iryani, E. (2025). Green marketing can transform conventional tourism into sustainable tourism. Branding: Jurnal Manajemen dan Bisnis, 4(1).
Yu, C. C., & Liu, C. C. (2024). A green marketing model for the tourism and amusement industry using fuzzy analytic hierarchy process. International Journal of Religion, 5(4), 224–230.
Sanjaya, D., Arief, M., Setiadi, N. J., & Heriyati, P. (2024). The role of digital green marketing campaigns and environmental beliefs on tourist behavior and revisit intentions in eco-tourism. Journal of Eastern European and Central Asian Research (JEECAR), 11(3), 553–572.
Jumadi, Aditya, A., Saputra, A., & Burhani, A. I. (2023). The effect of green marketing (product, place, promotion) on green tourism. In Proceedings of the 2nd UPY International Conference on Education and Social Science (pp. 471–477). Atlantis Press.
Rahayu, S., Aliyah, H., & Sudarwati. (2024). The effect of green marketing components (green product, green promotion, green price) and environmental knowledge on intention to visit eco-tourism sites. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(1).
Mdpi. (2023). Green and environmental marketing strategies and ethical consumption. Sustainability, 15(16).
This work is licensed under a Creative Commons Attribution 4.0 International License.
All articles published in our journal are licensed under CC-BY 4.0, which permits authors to retain copyright of their work. This license allows for unrestricted use, sharing, and reproduction of the articles, provided that proper credit is given to the original authors and the source.