| Issue |
BIO Web Conf.
Volume 167, 2025
5th International Conference on Smart and Innovative Agriculture (ICoSIA 2024)
|
|
|---|---|---|
| Article Number | 07004 | |
| Number of page(s) | 10 | |
| Section | Sustainable Food Production | |
| DOI | https://doi.org/10.1051/bioconf/202516707004 | |
| Published online | 19 March 2025 | |
Green marketing in the coffee shop: Gen Z repurchase intention through customer satisfaction
Department of Agroindustrial Technology, Faculty of Agricultural Technology, Universitas Gadjah Mada, Yogyakarta, 55281, Indonesia
* Corresponding author: dyah_ismoyowati@ugm.ac.id
The coffee shops in Sleman Regency, Yogyakarta, have not widely applied the green marketing mix in their business. Besides, no existing study exists on green marketing mix toward repurchase intention with customer satisfaction as a mediation variable. This study aimed to examine the impact of a green marketing mix on repurchase intention through customer satisfaction as a mediating variable in coffee shops. This research focuses on Gen Z consumer behavior based on the 6Ps green marketing mix. The result analysis used the Structural Equation Model Partial Least Square as a method and involved 150 respondents who filled out an online questionnaire. The results show a significant and positive impact of green price and green physical evidence on repurchase intention, with customer satisfaction as a mediating variable. Gen Z on green price, willing to spend extra money for good quality green products offered by coffee shops, while green physical evidence may add more green conceptual terms such as greenery or live plants.
© The Authors, published by EDP Sciences, 2025
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Current usage metrics show cumulative count of Article Views (full-text article views including HTML views, PDF and ePub downloads, according to the available data) and Abstracts Views on Vision4Press platform.
Data correspond to usage on the plateform after 2015. The current usage metrics is available 48-96 hours after online publication and is updated daily on week days.
Initial download of the metrics may take a while.