GREEN MARKETING ANALYSIS IN IMPROVING CONSUMER LOYALTY
Keywords:
green marketing, loyalty consumer, sustainable marketingAbstract
The coffee shop industry in Indonesia is facing fierce competition at a time increasing awareness consumer on environmental issues, so that the implementation of green marketing is an important strategy to increase loyalty consumers. This study aims to analyze green marketing implementation and its influence on loyalty consumers in coffee shop business actors. Method qualitative with a case study approach is used through interview in-depth, observation, and document study. The results of the study show that the implementation of green products, green processes, and green places is significant increase perception positive and loyalty consumers. Effective green marketing education and promotion also play an important role in shaping awareness consumers . However, business actors face constraint in the form of high costs, limitations knowledge, and support suppliers that are not optimal. The implications of this research emphasize importance training, collaboration with suppliers, and utilization of digital technology to strengthen green marketing strategies and sustainability of coffee shop businesses. This study contributes theoretical and practical in the development of sustainable marketing in the sector service.
Downloads
References
Adnan, Adimas Rois, Retno Widowati, and Nuryakin. 2023. “Customer Loyalty in Green Marketing Research: A Systematic Review.” International Journal of Environmental Impacts 6(4): 207–14.
Ahmed, Rizwan Raheem, Dalia Streimikis, Hina Qadir, and Justas Streimikis. 2023. "Effect of Green Marketing Mix, Green Customer Value, and Attitude on Green Purchase Intention: Evidence from the USA." Environmental Science and Pollution Research 30(5): 11473–95. https://doi.org/10.1007/s11356-022-22944-7.
Ansu-Mensah, Peter. 2021. “Green Product Awareness Effect on Green Purchase Intentions of University Students': An Emerging Market's Perspective.” Future Business Journal 7(1): 1–13. https://doi.org/10.1186/s43093-021-00094-5.
Avrinella Silaban, Sally, Sukaria Sinulingga, and Corresponding Author. 2021. "The Effect of Green Marketing on Purchase Decisions and Brand Image as Intervening Variables (Case Study at: Pt. Sari Coffee Indonesia - Starbucks Focal Point Medan)." International Journal of Research and Reviews (ijrrjournal.com) 8(January): 1.
Djaelani, Dietta Driantama, Vincentia Paundri Negari, and Daniel Weather. 2020. “Green Purchase Intention and Behavior Among Millennial Coffee Shop Customers.” Dynasty International Journal of Digital Business Management 1(3): 409–22.
Fahmi, Muhammad Ainul. 2022. “Analysis of Green Purchase Intention in Coffee Shops and Restaurants: An Empirical Analysis.” Management, and Industry (JEMI) 5(4): 269–80.
Husriadi, Muh., Fari Aus, Siti Kadri Yanti Sari. 2025. "EXPLORATION OF CHALLENGES AND OPPORTUNITIES IN THE INTEGRATION OF PRODUCT INNOVATION AND DIGITAL MARKETING IN THE DEVELOPMENT OF MSMEs IN THE FOOD SECTOR." 3(4): 1–6.
Husriadi, Muh., Ikrar Muadsim, Usman. M. 2016. "INTEGRATED MARKETING COMMUNICATIONS (IMC) STRATEGY IN ATTRACTING ATTENTION INTEREST BUY CONSUMERS IN THE CURRENT COFFEE BUSINESS." 3(5): 1–23.
Husriadi, Muh, and La Ode Muhammad Sardin. 2024. “FACTORS THAT CREATE CUSTOMER LOYALTY IN THE COLD BEVERAGE BUSINESS SECTOR: A STRATEGIC ANALYSIS.” International Journal of Social and Education (INJOSEDU) 1(1): 107–17.
Hwang, Jinyoung. 2024. “Green Marketing and Consumer Attitude.” 8(October): 76–84.
Jankovic, Marija, Tamara Panajotovic, and Klara Djurovic. 2024. “Examining Consumer Attitudes and Values Toward Environmentally Friendly Products : The Significance of Environmental Awareness for Today 's Consumers. ” 4: 442 – 55.
Kesa, Deni Danial, University of Indonesia Vocational, Green Marketing, and Friendly Products. 2025. "Evaluating the Effectiveness of Green Marketing Campaigns on Consumer Behavior in Eco-Friendly Product Markets." 2(5): 1538–49.
Ko, Ju Hee, and Hyeon Mo Jeon. 2024. "The Impact of Eco-Friendly Practices on Generation Z's Green Image, Brand Attachment, Brand Advocacy, and Brand Loyalty in Coffee Shop." Sustainability (Switzerland) 16(8).
Mazwan, M. Zul, Livia Windiana, Gigin Mahdalena, and Dyah Erni Widyastuti. 2023. “Green Marketing Attributes of Coffee Shops, Purchasing Interests, Lifestyles: What Really Affects Consumer Satisfaction?” Agro Ekonomi 34(2): 84.
Muh. Husriadi, Citra Ayu Ningsi, Iwan Patta. 2016. "ASSESSING THE EFFECTIVENESS OF VISUAL CONTENT IN DIGITAL MARKETING CAMPAIGNS IN ITS IMPLEMENTATION IN THE TODAY'S COFFEE SHOP BUSINESS SECTOR." 3(5): 1–23.
Nurhasanah, Siti, and Chika Dewi. 2020. "The Emergence of Local Coffee Shops in Indonesia as a Counter to American Cultural Hegemony." Rubicon : Journal of Transnational American Studies 6(1): 1.
Rahmah, Devi Maulida et al. 2023. “Coffee Pulp Biomass Utilization on Coffee Production and Its Impact on Energy Saving, CO2 Emission Reduction, and Economic Value Added to Promote Green Lean Practice in Agriculture Production.” Agronomy 13(3).
Tao, Yi et al. 2024. “Strategic Green Technology Investment in a Supply Chain under Unobservable Contracts.” Journal of Systems Science and Systems Engineering . https://doi.org/10.1007/s11518-024-5616-x.
Uniyal, Dr Jaya. 2024. "Exploring the Role of Education and Awareness Campaigns in Shaping Consumer Behavior towards Green Products." International Journal For Multidisciplinary Research 6(2): 1–14.
Yang, Shuli, and Junwu Chai. 2022. “The Influence of Enterprises' Green Marketing Behavior on Consumers' Green Consumption Intention—Mediating Role and Moderating Role.” Sustainability (Switzerland) 14(22).
