Examining the Direct Effect of Psychographic and Demographic Factors
on Coffee Shop Green Purchase Intention

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Green marketing is the ecological and eco-friendly marketing of products safe to the milieu with establishments committed to promoting, distributing, designing, and pricing without harming the environment. A coffee shop incorporates marketing tools in creating green purchase intention essential in developing bond between people and places. Psychographic factors such as social influence, environmental concerns, personal norms with demographic aspects like gender, education level, age, and income level directly affect the coffee GPI determining its survival with other competitors (Taufique, Vocino, & Polonsky, 2017).

Problem statement

The deterioration of the environment has led to the adoption and the development of customers’ buying habits. The value action gap highlights where clients are environmentally concerned and experiencing interpretation hurdle when procuring beverages. Consumers utilize the products intending to contribute to the support of a sustainable environment and adhere to climate change guidelines. Beverage shops offer diverse means to sway environmentally sensitive consumers in shifting their attitudes from conventional to green products essential in satisfying their taste and preferences as a value proposition. When purchasing coffee, attributes such as convenience. The price, quality, and brand acquaintance facilitate one choice regardless of their attitude. This research paper will focus on the effect coffee shops face in their green purchasing intention to the named demographic and psychographic dissection precisely the eco-friendly marketing (Kushwah, Dhir, & Sagar, 2019).

Research Objectives

The core objective of this study was to regulate the aspects that stimulate the purchasing of green products for the sustainability of the environment.

To evaluate the effects of demographic features on GPI

To determine effects of psychographic aspects on GPI

Hypothesis Development

Environmental concern is being positive about green products with motivated customers buying eco-friendly beverage goods and maintaining a healthy lifestyle. Studies show that young and educated clients are concerned with protective programs and awareness creation on the welfare of the environment. Ecological purchase behaviour and attitudes have an encouraging effect on green purchase intention.

Hypothesis 1(H1). Environmental concern has a constructive effect on the GPI among young, educated customers.

Personal norms can create predilection inducing some pro-environmental attitudes threatening individual values. Individuals can participate in energy-saving approaches to counterbalance personal energy waste creating consequences such as power failure and global warming. Studies illustrate that persons with positive own norms favour obtaining eco-friendly foodstuffs or organic diets and contribute to recycling actions (Md & Farkas, 2020).

Hypothesis 2 (H2). Personal norm is positively related to pro-environmental attitudes of the clients’ GPI.

Social influence explains an individual’s adaptation to their opinions, behavioural change, and beliefs, emotions to societal setups.  The collective uniqueness of society offers a belvedere and an identity considered appropriate on ecological issues. Social dissemination influences the green purchasing intention to adopt a product in society. It’s essential in conveying data and triggering emotional responses to factors like social persuasion and modelling. Purchasing eco-friendly products influence an individual’s choices.

Hypothesis 3 (H3). Social influence has a positive impact on consumer’s purchasing of GPI products (Yun & Kim, 2019).

Attitude is the evaluation of both negative and positive for relating consequences in behavioural purchasing of coffee. Attitude entails both functional and emotional factors. Research by Rezai, concludes that consumers’ attitude on functional foods is essential to their purchasing power of such products.

Hypothesis 4 (H4). Attitude towards purchasing functional foods related to GPI.

Young people exhibit environmentally friendly behaviours. Factors such as the price and positive attitude don’t influence the GPI.  In research by Kaufmann, green consumers are people with older age groups.

Hypothesis 5a(H5a). Oldness has a bearing on the insolences towards the green procurement

Hypothesis 5b(H5b) Adult consumers have colossal communal pressure for acquiring green foodstuffs.

Educated customers are susceptible to purchasing green products as they can discern environmental issues and act sensitively. Clients that hold social processes knowledge suggest a rational approach to supply feasting and running of households, obtaining adoptions on environmental issues. Eco-friendly knowledge is essential to positive effects on ecological consumption (Kushwah, Dhir, & Sagar, 2019).

Hypothesis 6(H6). Education has an effect on the shoppers’ green purchase intentions.

Green merchandise acquiring is heavily associated with consumers’ salary. Higher-income consumers show deep concern by buying eco-friendly products. Income as a variable, result in a positive bearing on the number of green products purchased (schobesberger,2016).

Hypothesis 7a(H7a). The healthier personal monetary condition, the superior consumers’ disposition payment for green foodstuffs.

Hypothesis 7b(H7b). An individual fiscal state has a bearing on the assessment of the customer’s acquaintance.

Packaging is a product attribute on consumer purchasing behaviour and consists of materials used for the containment, delivery, handling, and preservation of goods creating a distinctive image and identity. Packaging is a definitive marketing scheme stimulating impulsive purchasing behaviour (Lappeman, Orpwood, Russell, Zeller, & Jansson, 2019).

Hypothesis 8(H8). Packaging has a positive impact on consumers; choice in GPI.

Conceptual framework demonstration

Psychographic factors

Environmental concern Personal norm Attitude Social influence

Demographic factors

Education level Income level Packaging

GPI

The conceptual figure above explains the correlation between the psychographic and demographic factors that facilitates an impactful green purchase intent.

Work Cited

Adami, F., Bernard, P. A., Aboah, A. K., & Giulia, A. (2019). Factors Influencing the Intention and Behaviour Gap of Green Consumption in Vietam. Retrieved from http://hdl.handle.net/10579/15497

Bento de Sa, F., De Paiva, V. R., Souki, G. Q., & Moura, L. C. (2020). ttrributes Consired by Coffee Consumers During Their Buying Decision Process: A Study Using Factorial Analysis. Rural & Agroindustrial Organizations, 19(2). Retrieved from http://www.revista.dae.ufla.br/index.php/ora

Kumia, D. N. (2018). The Role of Brand Attributes Towards Green Purchase Intention on Green Market Scop (Case Study: Starbucks Coffee). 18(12), 37. Retrieved from https://dspace.uii.ac.id/handle/123456789/13047

Kushwah, S., Dhir, A., & Sagar, M. (2019). Understanding Consumer Resistance to the Consumption of Organic Food. A Study of Ethical Consumption, Purchasing, and Choice Behaviour. In Food Quality and Preference (Vol. 77, pp. 1-14). Retrieved from https://doi.org/10.1016/j.foodqual.2019.04.003

Lappeman, J., Orpwood, T., Russell, M., Zeller, T., & Jansson, J. (2019). Personal Values and Willingness to Pay for Fair Trade Coffee in Cape Town, South Africa (Vol. 239). Retrieved from https://doi.org/10.1016/j.jclepro.2019.118012

Md, N., & Farkas, M. F. (2020). Why Not Green Marketing? Determinates of Consumers’ Intention to Green Purchase Decision in a New Developing Nation. Sustainability 2020, 12.

Taufique, K. R., Vocino, A., & Polonsky, M. J. (2017). The Influence of Eco-Label Knowledge and Trust on Pro-Environmental Consumer Behaviour in an Emerging Market. Journal of Strategic Marketing, 25(7), 511-529. doi:https://doi.org/10.1080/0965254X.2016.1240219

Yun, S., & Kim, T. (2019). What Do Coffee Shop Entrepreneurs Need to Do to Raise Pro-Environmental Customer Behavioral Intentions? sustainability, 3(20), 11. Retrieved from https://doi.org/10.3390/su11092666

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