ManuScript Details
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Paper Id:
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IJARW2820
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Title:
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THE IMPACT OF GREEN MARKETING STRATEGY ON PURCHASE INTENTION OF YOUNG CUSTOMERS (18–24 YEARS OLD) AT COFFEE SHOP CHAINS
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| Published in: |
International Journal Of All Research Writings |
| Publisher: |
IJARW |
| ISSN: |
2582-1008 |
| Volume / Issue: |
Volume 7 Issue 4 |
| Pages: |
6
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| Published On: |
11/1/2025 10:31:33 PM (MM/dd/yyyy) |
Main Author Details
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Name:
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Dinh Thu Quynh |
| Institute: |
Ho Chi Minh University of Banking (HUB), Vietnam |
Co - Author Details
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Author Institute |
Abstract
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Research Area:
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Management |
| KeyWord: |
Environmental responsibility; Green communication; Green seniority and reliability; Green solutions; Perceived price; Green marketing; Purchase intention. |
| Abstract: |
This study was conducted to identify and measure the influence of the constituent factors of the Green Marketing Strategy (GMS) on Purchase Intention (PI) for products at coffee shop chains among young customers (18–24 years old) in the Thu Duc area, Ho Chi Minh City. This customer segment exhibits increasing awareness and tendencies toward sustainable consumption, highlighting the importance of implementing GMS in the business strategies of F&B service providers. A quantitative research method was employed via online and face-to-face surveys with a sample size of N = 215 respondents. Reliability analysis using Cronbach’s Alpha, Exploratory Factor Analysis (EFA), and multiple regression analysis were applied to test the model. The results indicate that all five factors of the Green Marketing Strategy (Environmental Responsibility, Green Communication, Green Seniority and Reliability, Green Solutions) and the Perceived Price factor have a positive and statistically significant effect on the Purchase Intention of young customers. Among these, Green Communication (GC) and Green Seniority and Reliability (GSR) are the two strongest influencing factors. The study provides practical managerial implications to help coffee shop chains optimize their Green Marketing strategies to attract and retain this target customer segment. |
Citations
Copy and paste a formatted citation or use one of the links to import into a bibliography manager and reference.
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IEEE
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Dinh Thu Quynh, "THE IMPACT OF GREEN MARKETING STRATEGY ON PURCHASE INTENTION OF YOUNG CUSTOMERS (18–24 YEARS OLD) AT COFFEE SHOP CHAINS", International Journal Of All Research Writings,
vol. 7, no. 4, pp. 107-112, 2025.
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MLA
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Dinh Thu Quynh "THE IMPACT OF GREEN MARKETING STRATEGY ON PURCHASE INTENTION OF YOUNG CUSTOMERS (18–24 YEARS OLD) AT COFFEE SHOP CHAINS." International Journal Of All Research Writings,
vol 7, no. 4, 2025, pp. 107-112.
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APA
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Dinh Thu Quynh (2025). THE IMPACT OF GREEN MARKETING STRATEGY ON PURCHASE INTENTION OF YOUNG CUSTOMERS (18–24 YEARS OLD) AT COFFEE SHOP CHAINS. International Journal Of All Research Writings,
7(4), 107-112.
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THE IMPACT OF GREEN MARKETING STRATEGY ON PURCHASE INTENTION OF YOUNG CUSTOMERS (18–24 YEARS OLD) AT COFFEE SHOP CHAINS
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