Lady Faerrosa, M. Chothibul Umam Assa’ady, Baiq Nadia Nirwana

Gender-Specific Effects Of Green Marketing Strategy And Consumer-Based Brand Equity On Tourism Marketing Performance

Introduction

Gender-specific effects of green marketing strategy and consumer-based brand equity on tourism marketing performance. Uncover gender-specific impacts of green marketing and brand equity on tourism marketing performance. GMS affects both, CBBE affects women only. Optimize strategies for all consumers.

Abstract

Pro-environmental behavior is relative. Marketers have a big task to learn about the various possibilities and factors that can influence such behavior. The purpose of this study is to examine the possibility of differences in pro-environmental behavior between men and women consumers, especially in tourism activities. The method used in this study is comparative statistics with the Structural Equation Model Multi-Group Analysis (SEM-MGA) method. The results of the study indicate that Green Marketing Strategy (GMS) has a significant effect on both men and women with a greater effect seen in men. In addition, it was also found that Consumer-Based Brand Equity (CBBE) only has a significant effect on women and not on men. This study also found that statistically there was no significant difference between the effect of GMS and CBBE on TMP in male and women respondents as a novelty. The results of this study are the basis for recommendations for tourism destination marketers to continue to focus on strengthening aspects of GMS and CBBE that are generally acceptable to both gender groups.

Review

This paper tackles a highly relevant and contemporary issue by exploring the gender-specific impacts of Green Marketing Strategy (GMS) and Consumer-Based Brand Equity (CBBE) on Tourism Marketing Performance (TMP). Utilizing a comparative statistics approach with Structural Equation Model Multi-Group Analysis (SEM-MGA), the study aims to uncover nuances in pro-environmental behavior among male and female tourism consumers. The findings reveal a complex picture: GMS significantly affects both genders, with a more pronounced effect on men, while CBBE demonstrates a significant impact exclusively on women. This differential influence underscores the importance of segmenting consumers when developing green marketing initiatives in the tourism sector, offering valuable insights for practitioners. A key strength of this research lies in its methodical application of SEM-MGA, which is well-suited for examining group-specific differences. The identification of distinct gender responses to GMS and CBBE represents a substantial contribution to the understanding of consumer behavior in sustainable tourism. Specifically, the finding that CBBE only resonates with women highlights a potential area for targeted brand development, whereas GMS appears to have broader, albeit gender-differentiated, appeal. The paper also posits a 'novelty' finding: despite these specific gender differences, there was no overall significant statistical difference between the *combined effect* of GMS and CBBE on TMP when comparing male and female respondents. This suggests that while the pathways to influence might differ, the ultimate aggregate impact on performance could converge, providing a holistic perspective for marketers. While the abstract presents intriguing findings, certain aspects could benefit from further clarification in the full manuscript. The "novelty" finding—that there's no overall significant difference between genders regarding the *effect* of GMS and CBBE on TMP—seems to stand in some tension with the earlier specific findings of GMS having a *greater effect* on men and CBBE affecting *only women*. A more detailed theoretical and empirical explanation of how these seemingly disparate results reconcile would greatly enhance the paper's clarity and robustness. Additionally, the abstract does not specify the geographical context or sample characteristics, which are crucial for assessing the generalizability of the findings. Future research could explore the underlying psychological mechanisms driving these gender differences or investigate the moderating role of cultural factors on these relationships.

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