Examining the Effectiveness of Reusable Tumblers in Kopi Tuku’s Green Marketing Approach to Drive Consumer Repurchase Intention

Abstract

Coffee shops are popular among Generation Z as increasing environmental awareness drives green marketing strategies. This study aims to examine the influence of Green Brand Image, Green Trust, and Green Perceived Value on Repurchase Intention of Kopi Tuku Using Green Packaging in Jabodetabek. This study uses a quantitative approach by distributing questionnaires through Shout.com and using purposive sampling techniques. The sample was determined using the Hair et al. formula and obtained 171 respondents. Analysis using Partial Least Square (PLS) 4.0 shows that all variables have a positive and significant effect on repurchase intention: Green Brand, Green Trust, and Green Perceived Value. The research results show that the three variables play an important role and can be used as a company marketing strategy.