Consumer Attitudes and Purchasing Interests of Coffee Shop which Implement Green Marketing and Non-Green Marketing in Malang, Indonesia

Abstract

There are many universities in Malang. This has an impact on increasing the number of newcomers to stay and invest in Malang, one of which is a coffee shop. This has the potential to cause a lot of waste due to the production of coffee drinks. Green Marketing is an effort by the government and coffee drink producers to minimize waste caused by the coffee industry. This study aims to 1) analyzing differences in consumer attitudes towards coffee shops that implement green marketing and non- green marketing strategies; 2) Determine whether there is a relationship between attitudes and consumer purchase intention towards coffee drink products in coffee shops that implement Green Marketing and non-green marketing strategies. The analytical method uses Fishbein analysis and the Spearman Rank test. Questionnaire was given to 100 respondents at Starbucks and 100 respondents at Pesen Kopi in Malang. The results show that consumers have a positive attitude towards coffee shops that implement green marketing, and consumers have a negative attitude towards coffee shops that implement non-green marketing. The results also show a strong positive correlation between green marketing strategies and customer purchase intention for environmentally friendly coffee drink products.