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The Theory of Planned Behavior in the context of circular economy practices: a path to sustainable Indonesian accommodation industry

Author

Listed:
  • Rullyana Puspitaningrum Mamengko

    (National Kaohsiung University of Science and Technology, Taiwan)

  • Rullyana Puspitaningrum Mamengko

    (Yogyakarta State University, Indonesia)

  • Dinar Ari Prasetyo

    (Yogyakarta State University, Indonesia)

  • Lichang Lee

    (National Kaohsiung University of Science and Technology, Taiwan)

Abstract

The world's transformation from linear to circular economies is a major issue today. The demand for goods and services also contributes to environmental damage. Through the Theory of Planned Behavior, this study demonstrates how human behavior influences the adoption of circular economy practices and sustainable business performance. This study examines the role of green intention and green innovation in mediating the relationship, as well as the moderating effect of barriers on this relationship. Data were collected through questionnaires completed by 447 respondents, who were employees in Indonesian accommodation companies. The Structural Equation Model was used to test the model using the Smart PLS 4 tool. The findings show a positive effect of the Theory of Planned Behavior on circular economy practices and sustainable business performance. The role of green intention and green innovation in mediating the relationship in the model also shows positive results. Barriers were found to both strengthen and weaken relationships within the model. The unexpected findings that circular economy practice fails to mediate the relationships in the model and barriers fail to moderate these relationships challenge further explanation. This study also offers theoretical and managerial implications to help accommodation providers address challenges and capitalize on opportunities in their sustainability efforts.

Suggested Citation

  • Rullyana Puspitaningrum Mamengko & Rullyana Puspitaningrum Mamengko & Dinar Ari Prasetyo & Lichang Lee, 2026. "The Theory of Planned Behavior in the context of circular economy practices: a path to sustainable Indonesian accommodation industry," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 13(4), pages 185-201, June.
    • Handle: RePEc:ssi:jouesi:v:13:y:2026:i:4:p:185-201
    DOI: 10.9770/p3777582472
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    References listed on IDEAS

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    1. I Wayan Edi Arsawan & Viktor Koval & Ismi Rajiani & Ni Wayan Rustiarini & Wayan Gede Supartha & Ni Putu Santi Suryantini, 2020. "Leveraging knowledge sharing and innovation culture into SMEs sustainable competitive advantage," International Journal of Productivity and Performance Management, Emerald Group Publishing Limited, vol. 71(2), pages 405-428, December.
    2. Kirchherr, Julian & Piscicelli, Laura & Bour, Ruben & Kostense-Smit, Erica & Muller, Jennifer & Huibrechtse-Truijens, Anne & Hekkert, Marko, 2018. "Barriers to the Circular Economy: Evidence From the European Union (EU)," Ecological Economics, Elsevier, vol. 150(C), pages 264-272.
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    Keywords

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    JEL classification:

    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • L84 - Industrial Organization - - Industry Studies: Services - - - Personal, Professional, and Business Services
    • Q53 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Air Pollution; Water Pollution; Noise; Hazardous Waste; Solid Waste; Recycling
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth
    • Z31 - Other Special Topics - - Tourism Economics - - - Industry Studies

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