Quantitative analysis shows green product awareness and perceived benefits positively influence green attitude in Yogyakarta coffee customers, suggesting implications for marketing strategies.
This study aims to analyze the influence of green product awareness and perceived benefit on green purchase intention, with green attitude as a mediating variable, among Fore Coffee customers in Yogyakarta. This study uses a quantitative approach with 120 respondents and data analysis techniques using SPSS. The results of the study indicate that green product awareness and perceived benefits have a positive and significant effect on green purchase intention. Additionally, green product awareness and perceived benefits also have a positive and significant effect on green attitude. However, green attitude does not have a significant effect on green purchase intention.
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Jemian et al. (2025) studied this question.
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