Proceedings of the International Conference on Management, Business, and Technology (ICOMBEST 2021)

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Purchase Decision on Green Coffee Shop: The Role of Green Promotion, Green Physical Evidence, and Environmental Awareness

Authors
Cempaka Paramita1, Farhana Zia2, *, R. Andi Sularso3
1Faculty of Economics and Business, University of Jember, Jember, Indonesia
2Faculty of Economics and Business, University of Jember, Jember, Indonesia
3Faculty of Economics and Business, University of Jember, Jember, Indonesia
*Corresponding author. Email: farhanazia284@gmail.com
Corresponding Author
Farhana Zia
Available Online 30 November 2021.
DOI
10.2991/aebmr.k.211117.010How to use a DOI?
Keywords
Environmental Awareness; Green Physical Evidence; Green Promotion; Purchase Decision
Abstract

The objective of this study is to examine the effect of green promotion, green physical awareness, and environmental awareness on purchase decision at green coffee shop named Retrorika Coffee Bar and Resto Malang. The sample consisted of 160 respondents taken by applying purposive sampling technique. Data were analyzed using multiple linear regression analysis. The results show that, first, green promotion has a positive and significant effect on purchase decision. Retrorika Coffee Bar and Resto Malang strives to carry out environmental campaigns to consumers both online and offline. Second, green physical evidence has a positive and significant effect onpurchase decision. Retrorika Coffee Bar and Resto Malang strives to use environmentally friendly tools so that consumers feel safe and comfortable and interested in making purchase decision. Third, environmental awareness has a positive and significant effect on purchase decision. Consumers make purchase decision since they have great environmental awareness, in line with the products and services offered by the Retrorika Coffee Bar and Resto Malang.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the International Conference on Management, Business, and Technology (ICOMBEST 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
30 November 2021
ISBN
978-94-6239-471-1
ISSN
2352-5428
DOI
10.2991/aebmr.k.211117.010How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Cempaka Paramita
AU  - Farhana Zia
AU  - R. Andi Sularso
PY  - 2021
DA  - 2021/11/30
TI  - Purchase Decision on Green Coffee Shop: The Role of Green Promotion, Green Physical Evidence, and Environmental Awareness
BT  - Proceedings of the  International Conference on Management, Business, and Technology (ICOMBEST 2021)
PB  - Atlantis Press
SP  - 68
EP  - 75
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.211117.010
DO  - 10.2991/aebmr.k.211117.010
ID  - Paramita2021
ER  -