HOW DOES IMPLEMENTATION DRIVE ACTUAL BUYING BEHAVIOR OF ORGANIC COFFEE?
- Jurnal Internasional
- Tinneke Hermina, Hanifah Fauziah
- Research Horizon, Vol. 2 No. 4 Tahun 2022, eISSN: 2807-9531, pISSN: 2808-0696
Abstrak
Environmental issues have become a global problem, making people more aware of environmentally friendly aspects oftheir daily lives. MSME coffee in Garut Regency is one of the subjects contributing to protecting environmental sustainability by promoting green marketing. However, the Indonesian peoples views toward green products considered expensive are many factors that consumers choose non-green products. It means there is a gap between attitudes and behavior, which shows that consumers positive attitudes towards products are not necessarily actualized in buying. The current research is aimed at analyzing the influence of the condition of the consumers social environment on actual buying behavior through the implementation of coffee products among millennials in the Garut Regency. The results showed that the condition of the consumers social environment influences actual buying behavior through implementation intention on coffee products among millennials in Garut Regency directly and indirectly
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