Determinants of Green Purchase Behavior of Local Coffee Shop: The Moderating Impact of Price Sensitivity

Determinants of Green Purchase Behavior of Local Coffee Shop: The Moderating Impact of Price Sensitivity

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 con...

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Bibliographic Details
Main Authors: Nadhita Az-Zahrah, Donni Junipriansa, Joko Rizkie Widokarti
Format: Article
Language:English
Published: Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University 2025-01-01
Series:Journal of Consumer Sciences
Subjects:
green attitudes
green purchase behavior
green purchase intention
price sensitivity
Theory of Planned Behavior
Online Access:https://journal.ipb.ac.id/index.php/jcs/article/view/59420
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