The Influence of Green Marketing on Starbucks Purchase Decisions in Palembang

https://doi.org/10.35912/simo.v6i4.4961
Published: Jan 20, 2026

Abstract:

Purpose: This study aims to examine the influence of green marketing on consumer purchasing decisions at Starbucks in Palembang.

Methodology/approach: The research was conducted at Starbucks outlets in Palembang, Indonesia, using a quantitative approach and purposive sampling. Data were collected from 175 respondents through questionnaires and analyzed using multiple linear regression with SPSS version 25.

Results/findings: The results show that six out of seven green marketing dimensions namely product, price, place, promotion, process, and physical evidence significantly affect purchasing decisions. The people dimension does not show a significant influence. Simultaneously, all seven dimensions significantly influence purchasing behavior, indicating that consistent implementation of green marketing strategies can strengthen consumer trust and encourage environmentally responsible buying.behavior.

Conclution: Green marketing has a significant role in shaping consumer purchasing decisions, highlighting its potential as an effective strategy for businesses aiming to promote sustainability.

Limitations: This study is limited to one brand and location, which may not fully represent consumer behavior in different regions or with different types of businesses.

Contribution:The study contributes to marketing and sustainability literature by providing empirical evidence on how green marketing strategies impact purchasing decisions in the context of the service industry.

Keywords:
1. Green Consumer Behavior
2. Green Marketing
3. Purchase Decision
4. Sustainability
Authors:
1 . Viodita Amanda Salsabilla
2 . Yulia Hamdaini Putri
3 . Hera Febria Mavilinda
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How to Cite
Salsabilla, V. A., Putri, Y. H., & Mavilinda, H. F. (2026). The Influence of Green Marketing on Starbucks Purchase Decisions in Palembang. Studi Ilmu Manajemen Dan Organisasi, 6(4), 119–136. https://doi.org/10.35912/simo.v6i4.4961
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Issue & Section
Vol. 6 No. 4 (2026): Januari
Articles
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  3. Augtiah, I., Ihwan Susila, & Wiyadi. (2022). Pengaruh Green Product, Green Advertising, Dan Green Brand Image Terhadap Keputusan Pembelian Dengan Consumer Attitude Sebagai Variabel Mediasi. Benefit: Jurnal Manajemen Dan Bisnis, 7(3), 10–26. https://doi.org/10.23917/benefit.v7i2.1486
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