Purchase Decision on Green Coffee Shop: The Role of Green Promotion, Green Physical Evidence, and Environmental Awareness

Abstract

The objective of this study is to examine the effect of green promotion, green physical awareness, and environmental awareness on purchase decision at green coffee shop named Retrorika Coffee Bar and Resto Malang. The sample consisted of 160 respondents taken by applying purposive sampling technique. Data were analyzed using multiple linear regression analysis. The results show that, first, green promotion has a positive and significant effect on purchase decision. Retrorika Coffee Bar and Resto Malang strives to carry out environmental campaigns to consumers both online and offline. Second, green physical evidence has a positive and significant effect onpurchase decision. Retrorika Coffee Bar and Resto Malang strives to use environmentally friendly tools so that consumers feel safe and comfortable and interested in making purchase decision. Third, environmental awareness has a positive and significant effect on purchase decision. Consumers make purchase decision since they have great environmental awareness, in line with the products and services offered by the Retrorika Coffee Bar and Resto Malang.