The Influence of Green Marketing, Environmental Awareness, and Perceived Value on Sustainable Purchase Intention: A Study of Customers at Cafe Energi Positif in Bandar Lampung.

Keysa Putri Hendrika; Deddy Aprilani; Jufri Yandes

doi:10.63922/ijebir.v5i04.4657

Keysa Putri Hendrika Department of Business Administration, University of Lampung, Bandar Lampung, Indonesia.
Deddy Aprilani Department of Business Administration, University of Lampung, Bandar Lampung, Indonesia.
Jufri Yandes Department of Business Administration, University of Lampung, Bandar Lampung, Indonesia.

DOI: https://doi.org/10.63922/ijebir.v5i04.4657

Keywords: Environmental Awareness, Green Marketing, Perceived Value, Sustainable Purchase Intention, Theory of Planned Behavior

Abstract

This research aims to analyze how Cafe Positive Energy consumers in Bandar Lampung are influenced by green marketing techniques, their degree of environmental awareness, and their perception of value when it comes to their intentions to make sustainable purchases. This research is based on TPB, or the Theory of Planned Behavior. Using a purposeful sampling technique, 97 respondents who are regulars at the cafe participated in the study, which used an explanatory quantitative method. A standardized Likert-scale questionnaire was used to gather data, which was then analyzed using multiple linear regression in SPSS version 29.0. Using a 95% confidence interval, the results show that green marketing (t = 8,177), environmental knowledge (t = 6,866), and perceived value (t = 7,939) are all independent factors that significantly and positively affect sustainable purchasing intentions. All things considered, the dependent variable can be explained by these three factors to the tune of 68.0% (^R²= 0.680; F = 65.799; p < 0.001). In order to foster customer loyalty focused on sustainability, it is crucial to regularly use eco-friendly marketing methods, according to the study's practical consequences.

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