Green Marketing Strategies and Their Impact on Consumer Purchase Intention

This study aims to analyze the effect of green marketing strategies on consumer purchase intention at eco-friendly coffee shops in Tangerang Selatan. The research used a quantitative approach involving 120 Generation Z respondents selected through purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression. The results show that green marketing strategies significantly influence consumer purchase intention. Eco-friendly packaging, environmental campaigns, and sustainable promotional activities were found to increase consumer trust and encourage purchase intention. The novelty of this study lies in the integration of green trust in strengthening the relationship between green marketing and purchase intention within the context of eco-friendly coffee shop consumers in Tangerang Selatan. This study contributes to sustainable marketing literature and provides practical implications for environmentally oriented business strategies.