The study aimed to perform a further analysis of the society’s awareness towards the natural environment, especially the awareness of having a healthy life, which leads them to have an awareness to use a natural-based product (environmentally friendly product). Furthermore, this awareness acts as a guidance for them to become consumers who care about their environment and also the material logistics management of each company to build a good customer relationship management with their customer. Along with this phenomenon, however, several reasons regarding the increase of environmentally friendly product consumption are unknown. This study focused on antecedents generating green purchase behavior, namely, social influence, green attitude, green value, and green trust. The approach applied in the study was a purposive sampling method with the 450 respondents in all over Bali. The finding showed that the social influence did not significantly impact the green purchase behavior. On the other hand, green attitude, green value, and green trust brought a positive and significant impact toward green purchase behavior. Social influence, green attitude, and green value influenced positively and significantly toward green trust. Green trust played a role as the relationship mediator of social influence, green attitude, and green value on green purchase behavior. The study was limited as it belonged to cross-sectional and longitudinal study, and it needed a lengthy period to validate the finding. It only accommodated the consumer’s green purchase behavior in Bali. Hence, it cannot be generalized; however, it can be developed in another area. Moreover, the practical implication for the producers of the environmentally friendly product is that they can be more attentive to certain variables that generate the green purchase behavior. The authenticity of the study is that the social influence does not influence the green purchase behavior toward the society in Bali. Furthermore, this study supports the Theory of Reasoned Action (TRA) particularly in marketing the green product. The study is a more completed model development of the green purchase behavior. Furthermore, the variable in this study is worth considering in developing the environmentally friendly product.

This study intends to evaluate the role that spiritual destination image plays in mediating the effects of attachment to virtual tours and the promotion of spiritual destinations through social media with the intention to revisit spiritual places in Bali. The research primarily examines individuals who have participated in tourism-related endeavors and visited spiritual destinations in Bali. A purposive selection strategy was used to choose a sample size of 160 tourists for the study. The analytical methodology employed in this study involves the utilization of Path Analysis, specifically implementing Structural Equation Modeling with Partial Least Squares (SEM-PLS). The study found that emotional attachment with virtual tours improves the spiritual destination's image and intention to revisit. The impact of social media promotion on the perception and intention to revisit a spiritual place has been found to be substantial and beneficial. Furthermore, the portrayal of the spiritual destination has a notable and favorable impact on an individual's propensity to partake in subsequent visits. Furthermore, the image of a spiritual destination is able to mediate attachment to a virtual tour and social media promotion with the intention to revisit partially. Hence, it is imperative for managers overseeing spiritual destinations in Bali to consistently devise virtual tour models and employ social media promotions to enhance the image of these spiritual destinations. This strategic approach aims to augment tourists' inclination to visit such destinations, thereby fostering sustainable tourism practices in Bali.

This study aims to explain the role of Tri Hita Karana-based business strategies and digital marketing strategies in improving sustainable business performance. The population of this study was traditional tai-weaving SMEs in Bali. The sample size was 195 managers of traditional ikat weaving SMEs with a purposive sampling method. The analysis technique used is Path Analysis using SEM-PLS. The results show that government and environmental orientation had a positive and significant effect on sustainable business performance, while digital orientation had no significant effect on sustainable business performance. Environmental orientation had a positive and significant effect on Tri Hita Karana's business strategy, and environmental orientation had an insignificant effect on digital marketing strategy. Furthermore, Tri Hita Karana's business and digital marketing strategies positively and significantly affected sustainable business performance. Therefore, it is essential for traditional tai-weaving SMEs in Bali to intensify the implementation of Tri Hita Karana and digital marketing strategies to improve sustainable business performance.