Green marketing in the coffee shop: Gen Z repurchase intention through customer satisfaction

The coffee shops in Sleman Regency, Yogyakarta, have not widely applied the green marketing mix in their business. Besides, no existing study exists on green marketing mix toward repurchase intention with customer satisfaction as a mediation variable. This study aimed to examine the impact of a green marketing mix on repurchase intention through customer satisfaction as a mediating variable in coffee shops. This research focuses on Gen Z consumer behavior based on the 6Ps green marketing mix. The result analysis used the Structural Equation Model Partial Least Square as a method and involved 150 respondents who filled out an online questionnaire. The results show a significant and positive impact of green price and green physical evidence on repurchase intention, with customer satisfaction as a mediating variable. Gen Z on green price, willing to spend extra money for good quality green products offered by coffee shops, while green physical evidence may add more green conceptual terms such as greenery or live plants. © The Authors, published by EDP Sciences.