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The Effect of Green Marketing Mix 7P on Coffee Product Purchase Decisions at MSMEs Coffee Shop Makassar

Year: 2024

Type: article

Abstract: This study examines the influence of Green Marketing Mix 7P on Coffee Product Purchase Decisions in MSME Coffee Shops in Makassar. Through SEM analysis with SmartPLS 4.0 analysis tool and involving 270 respondents, this study found that Green Place (environmentally friendly interior design) and Green Process (sustainable production process) have a significant influence on purchasing decisions. Meanwhile, Green Product, Green Price, Green Promotion, Green People, and Green Physical Evidence did not have a significant influence. This research provides important implications for MSME Coffee Shop actors in Makassar to focus on environmentally friendly interior design and implement sustainable production processes

Source: INOVASI

DOI: 10.30872/jinv.v20i4.2299

Authors: Fitriany, Giri Dwinanda, I Made Widhi Nugraha, Mochammad Mallingkaan Makkulau, Mutiarini Mubyl

Institution: Institut Teknologi dan Bisnis Nobel Indonesia

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: diamond

OpenAlex ID: W4411770510

FWCI:

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