Green consumer preferences toward green marketing: A conjoint approach

Environmental degradation is worsening due to climate changes, unsustainable industrialization, and excessive exploitation of natural resources. As a result, consumers are increasingly prioritizing sustainability by adopting environmentally friendly and recyclable products. Recognizing this shift, many companies capitalize on the trend by emphasizing environmental responsibility through green marketing. Local coffee shops in Yogyakarta's Special Region are no exception, adopting various green marketing strategies in response to tight competition in the market. This research analyzes preferred green marketing attributes among green consumers in these coffee shops, aiming to devise effective combinations of such characteristics through Conjoint involving 213 respondents. The findings show the significant influence of green prices on consumer preferences, identifying combination one consisting of a price range of Rp 20,000 to Rp30,000, promotional offers and special deals, waste-free production methods with minimal pollution, and a commitment to fostering environmental appreciation. This research can be a reference for local coffee shops targeting Gen Z and millennial consumers, as these demographics represent most of the consumer base. These findings can help formulate online and offline promotional materials. They can also help coffee shops to enhance competitiveness and contribute to further sustainable business research. © The Authors, published by EDP Sciences.