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Donni Junipriansa
Telkom University
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Journal : journal of consumer science

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Determinants of Green Purchase Behavior of Local Coffee Shop: The Moderating Impact of Price Sensitivity Nadhita Az-Zahrah; Donni Junipriansa; Joko Rizkie Widokarti
Journal of Consumer Sciences Vol. 10 No. 1 (2025): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Social and Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.10.1.97-117

Abstract

Background: Indonesia has a significant plastic waste problem, despite increasing consumer awareness of environmental issues. This highlights the need for further research into factors influencing green purchase behavior (GPB), especially within the rapidly growing coffee shop sector. As coffee consumption surges, local coffee shops like Point Coffee Yogyakarta have grown substantially. Purpose: This study aimed to examine how Theory of Planned Behavior (TPB) factors influence green purchase intentions at Point Coffee Yogyakarta, while considering the moderating role of price sensitivity in the relationship between intentions and actual green purchasing behavior. Methods: This study used a quantitative approach, with an online survey conducted using Google Forms and a structured questionnaire survey conducted with 201 respondents, who were selected using purposive sampling. The data was analyzed using Structural Equation Modeling (SEM) to understand the relationships between TPB components and green purchase intentions (GPI), with a consideration of how price sensitivity (PS) influences the correlation between GPI and GPB. Findings: The findings indicate that all three components of TPB were significantly and positively correlated with GPI, with green attitudes (GA) playing a dominant role. Moreover, GPI was also a significant factor influencing GPB. The study also reveals that PS had no moderation effect in the relationship between GPI and GPB. Conclusion: Strengthening green attitudes (GA), leveraging subjective norms (SN), and enhancing perceived behavioral control (PBC) can increase coffee purchase intentions in sustainable coffee shops. Greater intentions also increase the adoption of consumer behavior in purchasing coffee products in sustainable coffee shops. Research Implications: Point Coffee Yogyakarta can offer premium products that highlight the environmental value to differentiate itself from competitors, enhancing service and product quality to minimize low consumer sensitivity.
Co-Authors Ade Tyo Denniswara Adi Firdaus Agung, Reza Tripananta Agustin, Amelia Putri Alfalah Zeni Maureno Ibrahim Alma Syifa Maulidina Alphino Pradifta Nugraha Amaturrahman, Roihanah Andrieta Shintia Dewi Arsyva Levina Aryakumara, Ganendra Aslama, Davan Surya Astri Wulandari Astri Wulandari Ati Mustikasari Aulia, Mayzahra Axel Adam Permana Azzahra, Calista Luky Azzahra, Nur Aysa Beata Winantya Bertha Musty Bethani Suryawardani Bimo Almas Jauza Cahyani Cahyani Cahyani, Denisa Putri Deandra Hudry Rusfan Dendi Gusnadi Dewantara, Erlangga Dewi Puspita, Widya Dillak, Vaya Juliana Dinda Annisa Dinda Febdinayu Faiz, Muhamad Nur Fanni Husnul Hanifa Febrianto, Noor Ariefandie Ganjar Mohamad Disastra Gigta Saskia Prana Ginta Ginting, Ginta Hafiz, Haifan Azfa Nur Hanasya Azizah Kirana Handaputra, Muhammad Ivan Harsya Sadin, Muhamad Heru Nugroho Humaida, Sonia Husnul Hanifa, Fanni Ihtia, Nawla Irawati, Yuyun Febrian Joko Rizkie Widokarti Joko Rizkie Widokarti Jonathan, Denny Krishna Kusumahadi Kurnia Kurnia Lanang Ary Wisana, I Made Leni Cahyani Leni Siti Khoirunnisa Lesi Prima Putri Luthfiyah, Hasna M. Jeril Mutawari Mochamad Ihsan Muhamad Nur Faiz Muhamad Yusuf Ramadhan Muhammad Kemal Mumtaz Muhammad Muslih Mustaghfiroh, Tsalitsah Alifah Nadhita Az-Zahrah Nadia Nur Syahfitri Nadrata Zikra, Sakhaa Nafrila, Inez Nasution, Leonardo Nur Aysa Azzahra Nurhalim, Elgy Nurhaniya, Anindya Nabila Octaviany , Vany Permatasari, Fani Rahmadany Putra, Yoga Pasha Koswara Putra, Yunior Prassetia Putri, Fitri Ayu Triana Qonita Maharani Rahma, Dinda Rangga Ardiansyah Ratna Gema Maulida Ratna Komala Putri Rendy Dwi Purnomo Rennyta Yusiana Riska Aprilina Robbi Hendriyanto Roihan Ahmad Takholi Ryan Permana Sidik Samdya Putra, Faisa Sampurno Wibowo Shine Pintor Siolemba Patiro Soraya Hanif Rachman Sri Widaningsih Sugondo Hadiyoso Syakira, Nayla Tajalla , Muhammad Berrin Ustine Yunisa Hasibuan, Putri Vany Octavianny Vany Octaviany Vanya Rayi Alrizma Wibowo Wibowo Widaningsih , Sri Widya Sastika Winantya, Beata Yasmin, Namira Fisilmi Zahrudin, Ahmad Baihaqi