GREEN PURCHASE INTENTION AND BEHAVIOR AMONG MILLENNIAL COFFEE SHOP CUSTOMERS | Zendy

Dietta Driantama Djaelani | Zendy; Vincentia Paundri Negari | Zendy; Daniel Cuaca | Zendy

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GREEN PURCHASE INTENTION AND BEHAVIOR AMONG MILLENNIAL COFFEE SHOP CUSTOMERS

Author(s) -

Dietta Driantama Djaelani,

Vincentia Paundri Negari,

Daniel Cuaca

Publication year - 2020

Publication title -

dinasti international journal of digital business management

Language(s) - English

Resource type - Journals

eISSN - 2715-4203

pISSN - 2715-419X

DOI - 10.31933/dijdbm.v1i3.244

Subject(s) - structural equation modeling , product (mathematics) , business , coffee shop , marketing , advertising , psychology , computer science , mathematics , geometry , machine learning

The main purpose of this research is to identify the environmental concern, attitude towards the environment and attitude towards the green product to green purchase intention and green purchase intention and behavior of Millennial Coffee Shop customers in Jakarta and Tangerang. Data gathering is done by online questionnaire through google form and given to respondents that usually purchase coffee in coffee shops with ages 18-36 years old. This research is using SEM (Structural Equation Modeling) to analyze the model with Software SmartPLS 2.0 M3 for data processing. Results from this research shows that there are significant influences between attitude towards green product towards green purchase intention and green purchase intention towards green purchase behavior. While environmental concern and attitude towards the environment did not have significant influence towards green purchase intention.

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