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.
Highlights
One of the businesses that are widely developed and in demand in Malang is the Coffee Shop business
The measurement used to determine whether there is a difference in response or consumer attitudes in the implementation of green marketing coffee shops and non-green marketing coffee shops, namely by using the Mann-Whitney test on an ordinal scale
The results showed that consummer attitudes towards the coffee shop implementation of green marketing Starbucks was different from the attitude towards non-green marketing coffee shop Pesenkopi
Summary
One of the businesses that are widely developed and in demand in Malang is the Coffee Shop business. The careless use of these chemicals will cause global environmental damage [1]. [2] said that sparked global attention and gave birth to an environmentally friendly movement which is considered to be influencing many sectors in Indonesia and invites to do the same, both from government, researchers, business, consumers and others. The Indonesian government in this regard has developed and introduced environmentally oriented policies. Many marketers and companies use environmental issues as a way to attract public interest and company image [3, 4]. Green marketing is carried out by the company as the company's responsibility for the environment as well as to meet the needs and desires of consumers for environmentally friendly products
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