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Journal : Academia Open

Green Marketing Mix Drives Customer Loyalty Amid Low Environmental Awareness: Campuran Pemasaran Hijau Meningkatkan Loyalitas Pelanggan di Tengah Rendahnya Kesadaran Lingkungan Saputri, Intan Dwi Isma; Andarini, Sonja
Academia Open Vol. 10 No. 2 (2025): December
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/acopen.10.2025.12766

Abstract

General Background: Environmental degradation from plastic waste has intensified global attention on sustainability, prompting companies to adopt eco-conscious business practices. Specific Background: In Indonesia, urban coffee shop industries increasingly integrate green strategies to attract environmentally aware consumers. However, the direct influence of environmental awareness and the green marketing mix on customer loyalty remains underexplored, particularly among local coffee brands. Knowledge Gap: Prior research focused primarily on retail and fast-food sectors, leaving a gap in understanding how sustainability-driven marketing impacts loyalty in local coffee businesses. Aims: This study investigates the effect of environmental awareness and the green marketing mix on customer loyalty at Fore Coffee MERR Surabaya. Results: Using a quantitative approach with 100 respondents and multiple linear regression analysis, findings reveal that both variables jointly have a positive and significant effect on customer loyalty (R² = 0.483), though only the green marketing mix shows a significant partial effect (β = 0.764, p < 0.001). Novelty: This study extends green marketing literature by evidencing its role as a primary driver of loyalty in sustainable coffee businesses, despite limited environmental awareness influence. Implications: The results highlight the importance of consistent green marketing strategies and sustainability communication to strengthen long-term customer engagement and loyalty. Highlights: Green marketing significantly strengthens customer loyalty. Environmental awareness alone shows limited influence. Consistent sustainability communication enhances brand trust. Keywords: Environmental Awareness, Green Marketing Mix, Customer Loyalty, Sustainable Business, Fore Coffee
Co-Authors Aditya, Didan Achmad Aditya, Robby Adiwana, Andrew Wijaya Adriani, Alexandra Afrianti , Athika Dewi Aini, Khofifah Nur Akbar, Galang Falah Aldini, Dinda Alfianti Alexandre, Gerald Alfiah, Rizky Altaf, Damara Anaulia, Tita Rizky Angger , Gayoe Anggraini, Ayu Dwi Aprilia, Selly Ardiansyah, Muhammad Ragil Ariyanti, Dian Ayu Atika Atika Aulia Rahma Safitri, Aulia Rahma Aulia, Lenita Devi Awaliah, Agustin Nur Bahari, Winona Monica Baharudinsyah, Mohammad Vavian Berliana, Nabitha Widiya Bhakti, Yogi Surya Brian, Johannes Baptista C, Adinda Putri Noer Cahyani, Aizam Syawalia Candra , Dewi D, Evangeline Cherryl Desintawati, Alivia Dwi Vivi Diana, Fita Durriyah, Arlin Khozinatud Fajar, Maulita Fawzia, Farah Qisma Febrianto, Valentino Firdaus, Labibah Izzati Firdausi, Iasa Nur Firjatullah, Cynarawita Firmansyah, Muhammad Fahmi Fitria, Anggita Dini Fitria, Laila Romadhoni Ayu Fiyara, Navis Salma Ganendra, Angga Satria Ginting, Doni Pranata Ginting, Rahella Ripatiana Br Halwa, Jentayu Bayu Warita Handoko, Fayi' Alifia Hidayat, Muhammad Arif Farhan Nur Hidayati, Dwi Nurul Hikmah , Annisa Dwi Nur Hudiyah, Intan Fairuz Ikaningtyas, Maharani Inaba, Anindita Firdaus Indra, Felicia Aurelia Putri Kalistarosa, Aqiela Kamila, Reghina Rahma Kartika, Ragita Widya Karyaadi, Maria Clarissa Amadearaya Khaqiqi, Ahmad Iqbal Khasanah, Fidiniati Khasanah, Siti Sofiatul Khoirunnisa, Maulidya Kusumasari , Indah Respati Kusumasari, Indah Respati Kusumasari, Indah Respita Laila, Hanin Atina Lailasari, Mutiara Wahyu Leisember, Ercie Leo, Tassya Priskilla Sara Lia, Falimatus Mei Lunardi , Arleta Arvind Lupitasari, Eva Lusiana Rahmawati Maghfiroh, Frisca Mei Mahara, Cendana Izha Mahardika, Mohammad Ryan Mariyam, Aprilia Marshanda Laura Gusti Cantika Masviansyah, Reihan Maurina, Annisa Cindy Muhammad Ali Rafif, Widyatmoko Muhammad Luthfi Murdiana, Nindia Muzakki, Farah Daroin Putri Nabila, Aisyah Putri Nabila, Naila Salsa Nadhif, Achmad Rafi’un Nadin, Sarah Putri Nafisah, Alya Hastin Nandita, Naila Anggun Putri Nathasa, Khaisya Bunga Nita Tiar Puspita Sari, Raka Novia, Chuzaematin Nur Bany, Maulyna Nuraini, Inayah Luthfiyah Olyvviane, Jesslyn Pangestu, Ilham Asta Penggalih, Ragil Putri Ayu Pradika, Meiwulan Zulias Prakasita, Devira Prasetya, Rismaninda Putri Dwi Pratiwi, Galuh Widya Puspita, Devina Rahma Putri, Dwi Maulidia Putri, Pinky Arisma Putri, R.A Tania Eriezna Putri, Ratna Kusumawati Rahman, Salsabila Ramadhani Rahmatillah, Rieke Amaylinda Ramadani, Zulmi Fadillah Ramadhana, Salza Ayu Ramadhani, Sabeta Putri Revalina, RR. Viola Ridani, Fakhria Dwi Rizka, Zaizatun Rochmah, Firly Dwi Ainur Rosida Rosida Rusdi Hidayat Nugroho Sabrina, Jihan Alya Safa, Nahwa Rahmania Zahira Safitri, Farah Adina Safitri, Maykhalis Nur Safitri, Rifasya Safira Sagala, Polarista Mariani Sakinah, Evfana Ayu Samita, Gading Rayya Saputri, Intan Dwi Isma Sari, Adiva Belva Sari, Devina Ananta Sari, Fitria Kartika Sari, Jingga Arum Sari, Riska Widya Satrio, Vina Margaretha Amalia Savitri, Fazhabilla Nanda Sihite, Julius Emmanual Sinaga, Maria Cristin Amelia Sophia, Zika Aisyantus Suhufa, Mailis Satus Sumara, Naura Nazifa Taya Suryanto, Dhia Aulia Syahrani, Ananda Rizkiah Tantular, Septya Nurul Tarigan, Krisna Melida Br Tukiman Tukiman Utami, Mega Citra Vebrianti, Monah Mardiana Verdiansyah, Noval Meistyafin Veryani, Farida Wardani, Nadia Putri Wardhani, Laily Nurfiana Wati, Dwi Indra Wibowo, Mohammad Rizal Rifans Wibowo, Wibi Riyandra Wilujeng , Niti Wulansari, Fatichah Putri Yarangga , Mitha Monik Yustina, Ruth Larissa Budi Zhafar, Raden Dzakwan Zuhria, Maulida Zakiyatuz