Green Consciousness dalam Meningkatkan Emotional Attachment dan Customer Loyalty Coffee Shop
DOI:
https://doi.org/10.26623/slsi.v24i3.14701Abstract
Peningkatan kesadaran akan isu lingkungan hidup (Green Consciousness) semakin menjadi perhatian utama masyarakat, termasuk konsumen di industri kopi. Di Indonesia, tren konsumsi kopi semakin berkembang, terutama di kota-kota besar. Tak hanya itu, pertumbuhan coffee shop juga berjamuran di Kota Padang. Banyak konsumen kini tidak hanya mencari kualitas kopi, tetapi juga mencari pengalaman yang sesuai dengan nilai-nilai keberlanjutan, etika, dan ramah lingkungan. Praktik-praktik “green”, seperti penggunaan kemasan ramah lingkungan, pengelolaan sampah yang baik, dan produk yang berasal dari sumber yang berkelanjutan, menjadi daya tarik tersendiri bagi konsumen. Namun, meskipun konsep keberlanjutan ini semakin banyak diterapkan oleh coffee shop, belum banyak penelitian yang secara spesifik mengkaji hubungan antara Green Consciousness dengan Emotional Attachment dan Customer Loyalty di industri kopi. Emotional Attachment antara konsumen dengan brand dapat meningkatkan loyalitas mereka, yang pada akhirnya mendorong perusahaan untuk tetap kompetitif. Penelitian ini bertujuan untuk mengeksplorasi bagaimana Green Consciousness dalam praktik bisnis coffee shop dapat meningkatkan Emotional Attachment dan Customer Loyalty, khususnya di kota Padang. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi yang digunakan dalam penelitian ini adalah seluruh konsumen coffee shop yang sudah menerapkan konsep ramah lingkungan di Kota Padang. Analisis data dilakukan menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS.
References
Agus Radita, I. G., Adikampana, I. M., & Antara, I. K. (2023). The Effect of Place Attachment On The Satisfaction and Loyalty of Tourists Visiting The Coffee shop In Kintamani, Bangli Regency, Bali. Devotion : Journal of Research and Community Service, 4(3), 680–692. https://doi.org/10.36418/devotion.v4i3.428
Amri, P., & Susilawati, M. D. (2023). Implementasi Konsep Konsumsi Berkelanjutan Dalam Kebijakan Penggunaan Kantong Belanja Ramah Lingkungan Di Indonesia. Bina Hukum Lingkungan, 8(1), 68–88. https://doi.org/10.24970/bhl.v8i1.242
Anggara, A. K. D., Ratnasari, R. T., & Osman, I. (2023). How store attribute affects customer experience, brand love and brand loyalty. Journal of Islamic Marketing, 14(11), 2980–3006. https://doi.org/10.1108/JIMA-01-2022-0002
Asif, M. H., Zhongfu, T., Irfan, M., & Işık, C. (2022). Do environmental knowledge and green trust matter for purchase intention of eco-friendly home appliances? An application of extended theory of planned behavior. Environmental Science and Pollution Research, 30(13), 37762–37774. https://doi.org/10.1007/s11356-022-24899-1
Bhim Bahadur Khadka, & Anjani Kumar Malviya. (2024). Tourists’ Intentions Towards Eco-friendly Destinations and Their Significance in Sustainable Tourism Development. Journal of Nepalese Management and Research, 6(1), 93–107. https://doi.org/10.3126/jnmr.v6i1.72085
Cardoso, A., Gabriel, M., Figueiredo, J., Oliveira, I., Rêgo, R., Silva, R., Oliveira, M., & Meirinhos, G. (2022). Trust and Loyalty in Building the Brand Relationship with the Customer: Empirical Analysis in a Retail Chain in Northern Brazil. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 109. https://doi.org/10.3390/joitmc8030109
Chang, R., Chanda, R. C., Vafaei-Zadeh, A., Hanifah, H., & Gui, A. (2024). Assessing Green Practices on Eco-Friendly Hotel Customer Loyalty: A Partial Least Squares Structural Equation Modeling and Fuzzy-Set Qualitative Comparative Analysis Hybrid Approach. Sustainability, 16(9), 3834. https://doi.org/10.3390/su16093834
Chatzi, S., Peitzika, E., & Konsolaki, G. (2024). Enhancing Brand Loyalty: A Relationship Marketing Perspective within the Context of Contractual Services. Journal of Relationship Marketing, 23(4), 272–304. https://doi.org/10.1080/15332667.2024.2306019
Daman Sudarman. (2023). Cultural Shifts And Social Impacts Of Coffee shops On Millennials. Santhet (Jurnal Sejarah Pendidikan Dan Humaniora), 7(2), 318–326. https://doi.org/10.36526/santhet.v7i2.1837
De Canio, F. (2023). Consumer willingness to pay more for pro-environmental packages: The moderating role of familiarity. Journal of Environmental Management, 339, 117828. https://doi.org/10.1016/j.jenvman.2023.117828
Durmaz, G., Foroudi, P., Melewar, T. C., Dennis, C., & Dilmperi, A. (2026). Greener labels, stronger bonds: driving engagement and value co-creation through retailers’ sustainability and sustainable development goals alignment. Qualitative Market Research: An International Journal, 29(1), 100–130. https://doi.org/10.1108/QMR-06-2025-0126
Felix, A., & Rembulan, G. D. (2023). Analysis of Key Factors for Improved Customer Experience, Engagement, and Loyalty in the E-Commerce Industry in Indonesia. Aptisi Transactions on Technopreneurship (ATT), 5(2sp), 196–208. https://doi.org/10.34306/att.v5i2sp.350
Franky, F., & Yanuar Rahmat Syah, T. (2023). The Effect of Customer Experience, Customer Satisfaction, and Customer Loyalty on Brand Power and Willingness to Pay a Price Premium. Quantitative Economics and Management Studies, 4(3), 437–452. https://doi.org/10.35877/454RI.qems1639
García-Salirrosas, E. E., Escobar-Farfán, M., Gómez-Bayona, L., Moreno-López, G., Valencia-Arias, A., & Gallardo-Canales, R. (2024). Influence of environmental awareness on the willingness to pay for green products: an analysis under the application of the theory of planned behavior in the Peruvian market. Frontiers in Psychology, 14. https://doi.org/10.3389/fpsyg.2023.1282383
Griffin, J. (2005). Customer Loyalty: Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan (Bahasa Indonesia). Erlangga.
Gul, S., & Ahmed, W. (2024). Enhancing the Theory of Planned Behavior with Perceived Consumer Effectiveness and Environmental Concern towards Pro-Environmental Purchase Intentions for Eco-Friendly Apparel: A Review Article. Bulletin of Business and Economics (BBE), 13(1). https://doi.org/10.61506/01.00270
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Springer International Publishing. https://doi.org/10.1007/978-3-030-80519-7
Khan, A. N. (2024). Elucidating the effects of environmental consciousness and environmental attitude on green travel behavior: Moderating role of green self‐efficacy. Sustainable Development, 32(3), 2223–2232. https://doi.org/10.1002/sd.2771
Kim, N., & Lee, K. (2023). Environmental Consciousness, Purchase Intention, and Actual Purchase Behavior of Eco-Friendly Products: The Moderating Impact of Situational Context. International Journal of Environmental Research and Public Health, 20(7), 5312. https://doi.org/10.3390/ijerph20075312
Kim, Y., & Legendre, T. S. (2023). The Effects of Employer Branding on Value Congruence and Brand Love. Journal of Hospitality & Tourism Research, 47(6), 962–987. https://doi.org/10.1177/10963480211062779
Ko, J.-H., & Jeon, H.-M. (2024). The Impact of Eco-Friendly Practices on Generation Z’s Green Image, Brand Attachment, Brand Advocacy, and Brand Loyalty in Coffee shop. Sustainability, 16(8), 3126. https://doi.org/10.3390/su16083126
Kosyak, A., & Popov, S. (2020). Analyzing Consumer Preferences for Green Products and Environmental Impact (Vol. 3, Number 4).
Kousar, S., Afzal, M., Ahmed, F., & Bojnec, Š. (2022). Environmental Awareness and Air Quality: The Mediating Role of Environmental Protective Behaviors. Sustainability, 14(6), 3138. https://doi.org/10.3390/su14063138
Lee, K. (2008). Opportunities for green marketing: young consumers. Marketing Intelligence & Planning, 26(6), 573–586. https://doi.org/10.1108/02634500810902839
Maqsoom, A., Umer, M., Alaloul, W., Salman, A., Ullah, F., Ashraf, H., & Musarat, M. (2023). Adopting Green Behaviors in the Construction Sector: The Role of Behavioral Intention, Motivation, and Environmental Consciousness. Buildings, 13(4), 1036. https://doi.org/10.3390/buildings13041036
Nabila Putri Maharani, & Cinthya Bella. (2026). Peran Kepuasan Pelanggan dalam Memediasi Pengaruh Pemasaran Hubungan Pelanggan dan Citra Merek Terhadap Loyalitas Pelanggan Starbucks Coffee. EKONOMIKA45 : Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan, 13(2), 1000–1016. https://doi.org/10.30640/ekonomika45.v13i2.6026
Narayanan, S., & Singh, G. A. (2023). Consumers’ willingness to pay for corporate social responsibility: Theory and evidence. International Journal of Consumer Studies, 47(6), 2212–2244. https://doi.org/10.1111/ijcs.12910
Nazwa, N., Setiyorini, H., & Gitasiswhara, G. (2025). Circular economy practices by upcycling waste product creation at local coffee shop. Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 487–508. https://doi.org/10.37631/ebisma.v6i2.2160
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63, 33. https://doi.org/10.2307/1252099
Pancić, M., Serdarušić, H., & Ćućić, D. (2023). Green Marketing and Repurchase Intention: Stewardship of Green Advertisement, Brand Awareness, Brand Equity, Green Innovativeness, and Brand Innovativeness. Sustainability, 15(16), 12534. https://doi.org/10.3390/su151612534
Pasaribu, H. (2024). Eco-friendly Business Models: Aligning Financial Performance with Sustainability Goals Sustainable business models, environmental responsibility, profitability, resource efficiency, corporate sustainability. The Journal of Academic Science, 1(5), 460–469. https://thejoas.com/index.php/
Shahid, S., Paul, J., Gilal, F. G., & Ansari, S. (2022). The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores. Psychology & Marketing, 39(7), 1398–1412. https://doi.org/10.1002/mar.21661
Simamora, E. R., & Graciafernandy, M. A. (2023). Brand Congruity With Parent Brand Mempengaruhi Green Purchase Behavior? Solusi, 21(4), 435–445. https://doi.org/10.26623/slsi.v21i4.7961
Straughan, R. D., & Roberts, J. A. (1999). Environmental segmentation alternatives: a look at green consumer behavior in the new millennium. Journal of Consumer Marketing, 16(6), 558–575. https://doi.org/10.1108/07363769910297506
Susriyanti, S., Krisna, N. L., Lusiana, L., & Nardo, R. (2023). Creating Customer Loyalty Through Commitment to Quality of Service Model of Brady Cronin. International Journal of Applied Management and Business, 1(1), 32–47. https://doi.org/10.54099/ijamb.v1i1.458
Taneja, A., Goyal, V., & Malik, K. (2023). Sustainability‐oriented innovations – Enhancing factors and consequences. Corporate Social Responsibility and Environmental Management, 30(6), 2747–2765. https://doi.org/10.1002/csr.2513
Thobroni Ali, M., Wahyuningsih, Y., & Lukman Hakim, A. (2025). Peran brand image dalam meningkatkan loyalitas konsumen di pasar kompetitif. Inovasi Pembangunan Jurnal Kelitbangan, (13). http://journalbalitbangdalampung.org
Thomson, M., MacInnis, D. J., & Whan Park, C. (2005). The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands. Journal of Consumer Psychology, 15(1), 77–91. https://doi.org/10.1207/s15327663jcp1501_10
Woo, E., & Kim, Y. G. (2019). Consumer attitudes and buying behavior for green food products. British Food Journal, 121(2), 320–332. https://doi.org/10.1108/BFJ-01-2018-0027
Published
Issue
Section
License
Copyright (c) 2026 Omia Crefioza, Nia Nadilla
This work is licensed under a Creative Commons Attribution 4.0 International License.
The author who will publish the manuscript at Solusi : Journal of Solusi, agree to the following terms:
|
This work is licensed under a 