Abstract
It is very important to pay attention to what is considered in consumer purchasing decisions. European visitors are guests who are quite dominant as green hotel users in Yogyakarta. This study seeks to examine a model of purchasing behavior and loyalty of visitors from Europe. By examining a sample of 215 hotel guests, it was found that from the five variables that were indicated to influence the decision to choose green hotel i.e. experience, environmental concern, image, price, and reference group, it turns out that price does not have a significant effect. This means that segments that have a high environmental concern tend to prioritize factors beyond price. European visitors can then be referred to as green consumers who have characteristics including hassle-free segments, easy to manage, and less complained. This study also examines the relationship model between Purchasing, Satisfaction, and Loyalty on green consumers, where satisfaction is an important element in fostering customer loyalty.
 Keywords: green consumers, green hotel, purchasing behavior
Highlights
In recent years, a number of business actors in the hospitality sector have stated that there is an increasing trend of interest from consumers, especially foreign guests in some tourist destination in Indonesia, to use environmentally friendly hotel concepts that are often called green hotels
The possible intervention is to environmental issues has an provide the best service so that consumers influence in its decision to will feel satisfied while staying at the green purchase green hotel
H4 : Prices have a big influence on on green customer satisfaction as consumers in their purchasing measured by a number of decisions
Summary
A number of business actors in the hospitality sector have stated that there is an increasing trend of interest from consumers, especially foreign guests in some tourist destination in Indonesia, to use environmentally friendly hotel concepts that are often called green hotels. An interesting focus related to and its effect on customer satisfaction and changes in the trend of tourist behavior in loyalty to green hotels have never been choosing a green hotel is a discussion of the done. Research ever conducted by Bastic determinants that influence their decisions and Gojcic (2012), regarding the in choosing a green hotel. The relationship between have an awareness of environmental green purchasing, customer satisfaction, protection and care about eco label and loyalty is a rare theoretical construct products. The environmental impact arising from its energy saving facilities, 3) attitude and decision, and 5) green experience (Yu, Li, service of hotel staff, and 4) bio food and Jai 2017) is an aspect of the guest provided in the food menu. Opinion of Chang and Fong (2010) is the http://ojs.unud.ac.id/index.php/eot e-ISSN: 2407-392X. European visitors are considered to be able to represent the population of foreign tourists who use green hotels, because most green hotel guests in Indonesia are European visitors
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