Green Marketing Practices by Integrated Theory of Planned Behavior: Focusing on Indonesian Gen Z Consumers

Along with increasing environmental awareness, green marketing practices have become one of the marketing strategies adopted by many businesses including coffee shops. The present study focused on green marketing tools toward the theory of planned behavior of Gen Z's intention to purchase in coffee shops. Data were obtained through the distribution of questionnaires to 251 Indonesian Gen Z, coffee shop consumers. Utilizing SmartPLS 3.0 software, the data was examined via partial least squares structural equation modeling (PLS-SEM). The significant contribution of this study is found in the practical implications it offers to coffee shop owners. These implications emphasize how promoting green marketing tools in the coffee shop can positively influence the attitudes and behaviors of Gen Z consumers.