Available online at HABITAT website: http://www.habitat.ub.ac.id
Impact of Green Marketing to Food and Beverages on Purchasing Decisions and Brand Image as a Mediation Variable
(Case Study: Millennial Consumers)
Ajeng Uswatun Hasanah1*, Fitria Dina Riana2, Hery Toiba2
1Master Program of Agribusiness, Faculty of Agriculture, Brawijaya University, Veteran Road, Malang 65145, Indonesia
2Department of Socio-Economics, Faculty of Agriculture, Brawijaya University, Veteran Road, Malang 65145, Indonesia
Received: 18 January 2023; Revised: 27 March 2023; Accepted: 20 June 2023
ABSTRACT
The emergence of various threats to the environment, encourages companies to be able to apply a new business concept, namely by implementing issues related to marketing that apply the concept green marketing. Green marketing is the consistency of all activities designed to meet human needs and desires without harming the environment and not harming other living things. This study uses a quantitative approach which is analyzed by using statistical methods by Smart-PLS. Based on the results of the analysis that has been done, it can be seen by consumer perceptions about companies that apply the green marketing concept have good results. The variables in this study include green marketing and brand image as mediating variables which have positive and significant results on purchasing decision variables. Strategies that can be implemented are not using formaldehyde and hazardous chemicals (X1.2), providing a place for inventory storage close to the store (X2.2), providing the latest information on environmental issues (X3.2), holding seminars, and carrying out disaster care actions (X4.2) and collaborating with chemistry students regarding the products used originating from safe materials (X5.2).
Keywords: green marketing; strategy; decisions How to cite:
Hasanah, A. U., Riana, F. D., & Toiba, H. (2023). Impact of Green Marketing to Food and Beverages on Purchasing Decisions and Brand Image as a Mediation Variable (Case Study: Millennial Consumers). HABITAT, 34(2), 167–177. https://doi.org/10.21776/ub.habitat.2023.034.2.15
1. Introduction
The development of industry and technology that is happening at this time has affected various lines of people's lives. These developments resulted in positive and negative impacts that occurred. The occurrence of global warming is something that must be minimized by people to be more careful in consuming various products. Especially products that increase global warming (Jorgenson & Dunlap, 2012). Society should be more aware that behavior in buying goods and services can also affect the various environmental problems that occur. The era of cellphones has changed lifestyles from traditional to modernization with the presence of technological sophistication. Various practical and instant ways are more people's choices in all
aspects (Stover, 2018). The manifestation of the level of concern that can be carried out by the community regarding the use of goods and services related to everyday life is to be able to apply the principles of green consumerism.
Green consumerism is a continuation of the global consumerism movement which started with awareness among consumers to obtain products that are appropriate, safe and do not cause harm to the environment (Sachdeva et al., 2015).
Consumer awareness is closely related to maintaining the quality of the environment and natural resources (Dinh et al., 2021). Increasing various environmental damages encourage companies to be able to produce products related to environmental sustainability, one of which is by implementing the concept of green marketing.
Green marketing or green marketing is the decision of all activities to design services and facilities and meet human needs and desires
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*Corresponding Author.
E-mail: [email protected]
Available online at HABITAT website: http://www.habitat.ub.ac.id without destroying the natural environment
(Qureshi & Gandhi, 2021).
According to Zulfiqar & Shafaat, (2015) explained that green marketing is a product development concept that has the aim of minimizing hazardous raw material and energy waste, and reducing environmental problems to create products that are safe and environmentally friendly. The advantages of the green marketing concept not only have an impact on human welfare but can also help minimize global warming and environmental pollution. The difference in products resulting from green marketing lies not only in the raw materials used. Green marketing is assessed from production to the way the company provides products without destroying the environment. Green marketing implemented by the company is expected to create an incentive to buy an environmentally friendly product. The advantages of the green marketing concept not only have an impact on human welfare but can also help to minimize global warming and environmental pollution. The difference in products resulting from green marketing lies not only in the raw materials used. Green marketing is assessed from production to the way the company provides products without destroying the environment. Green marketing implemented by the company is expected to create an incentive to buy an environmentally friendly product.
According to Chou et al., (2020) argue that green consumption intentions are significantly and indirectly driven by attitudes towards green products. In addition, the influence of perceived quality on the marketing mix and consumer willingness in environmental concern is significant and positive. Meanwhile, according to Septifani et al., (2014)) argues that green marketing, knowledge and purchase intention have a significant influence on purchasing decisions on packaged tea drinks. Meanwhile, in the opinion of Made & Puspa (2018) explains that green marketing tools (eco-label, eco-brand, and environmental advertising) have a significant positive influence on consumer buying behavior (consumers' purchase behavior). Among the independent variables that have the most dominant influence is eco-brand. Based on the explanation above, the purpose of this study was to describe consumer perceptions of products in companies that apply the green marketing concept, to analyze the effect of green marketing on purchasing decisions and brand image as a mediating variable in Malang City, and to develop green marketing
development strategies that can be implemented by companies.
2. Theoritical Underpinning 2.1. Green marketing
Silaban et al., (2021) explain that green marketing is the marketing of application-driven products that prioritize safety and are environmentally friendly. From this, green marketing integrates a wide range of activities, including those that include product attributes, operational and production processes, packaging, to the marketing processes carried out. Green marketing is a term in marketing science that has long appeared around the end of 1980. According to Kartono & Warmika (2018) explains that green marketing is a benchmark for companies that are competing to find innovations related to the production process to marketing that refers to on the eco-friendly concept. According to Santoso &
Fitriani (2016)explained that the concept of green marketing has several variables including green product, green packaging, green advertising, eco- friendly labels, and environmental knowledge.
According to Agustin et al., (2015) explained that green marketing is a business activity to market products by applying environmentally friendly concepts from all aspects such as products, changing production processes, changing packaging and even making changes to promotion methods. The purpose of green marketing is not only looking at the company's profits but is also expected to increase awareness of the environment.
2.2. Green Product
According to Situmorang (2012) explains that green products is an issue that is being discussed by the world related to the behavior of people in each country to be more aware of the environment as an effort to minimize the level of global warming. Efforts made can be created by making products that are environmentally friendly in order to minimize the production of goods and services that use chemicals. Meanwhile, according to Morais (2005) green products are commodities that usually have characteristics such as energy saving, recyclability, low emissions, healthy products and the like. Green products are usually produced through natural-friendly processes in a way that is more durable and toxin-free. Green product is an environmentally friendly product whose production process does not adversely affect the environment.
Available online at HABITAT website: http://www.habitat.ub.ac.id 2.3. Green Packaging
Green packaging is a product that has green packaging as well labeled as one of the packages that use less materials to produce and are made from reliable and safe sources of materials throughout the life cycle and can be reused or recycled and are able to meet market criteria in terms of performance and cost (Kusmayasari, 2014).
2.4. Eco Label
Prieto-Sandoval et al., (2016) defines that eco-label is a tool provided by the company to facilitate consumers in making decisions to choose environmentally friendly products and the composition of the ingredients and how these products are made. Eco-labels can provide opportunities for companies to enter the market and gain market share. A good eco-label program will examine the entire product life cycle, from production, distribution, use, to waste handling.
2.5. Environmental Knowledge
Irresponsible human behavior causes problems in the environment. If environmental problems continue, they will threaten human existence, and make our world uninhabitable (Diash & Syarifah, 2021). Currently, environmental problems can no longer be solved solely through technology or laws. Another solution can be done through changes in individual behavior. A positive attitude towards the environment and the emergence of an assessment can be carried out through an approach to environmental knowledge. Knowledge activities about the environment are important in providing solutions to environmental problems (Putri et al., 2021).
2.6. Brand Image
According to Erni Yunaida (2017) explains that brand image is an impression formed by consumers about a brand and relates to brand messages and experiences, thus creating an image that is in the minds of consumers and is a set of associations that have the goal of being marketed to consumers. It is different from the statement by Permana & Haryanto (2014) explaining that brand image consists of three parts, including:
1. The image of the maker (company image) is a collection of associations felt by consumers in companies that make a product or service.
2. User image is a set of associations felt by consumers for users who use a product or service.
3. Product image (product image) is a set of associations felt by consumers for a product or service.
2.7. Purchase Decision
According to Yuniarto et al., (2019) purchasing decisions are the process of consumers can determine a purchasing decision to obtain the product they want or need. There are five stages of the level model in the consumer buying decision process: problem recognition, information search, alternative evaluation, purchase decision and post purchase behavior. Purchasing decision is an action taken by consumers to choose one of several alternative choices in buying a product in the form of goods or services. In purchasing decisions, every consumer has a strategy to get superior products that match their satisfaction and desires (Akbar, 2020).
3. Research Methods
The research used in this study is to use a quantitative approach. The quantitative approach is a research approach related to numerical data which aims to determine the relationship between variables as an explanation of a problem or phenomenon through data collection in numerical form and analysis with the help of mathematical methods, especially in statistical data. Apuke (2017) The data obtained from the sample research stage is then analyzed using statistical methods.
The items selected for this study were measured on a five point using likert scales (1 strongly disagree to 5 strongly agree) The measurement scales for all constructs were adapted from previous studies (Budiaji, 2013). The quantitative approach can be said to be an approach that tests on concepts related to hypotheses or temporary conjectures. This study collects, describes and analyzes the relationship between green product, green packaging, green advertising, eco label, environmental knowledge, brand image and purchasing decisions among millennial consumers in Malang City.
The location of the research was determined deliberately, namely the respondents who live in Malang. Malang City is the second largest city in East Java. In addition, Malang City is known as one of the tourist destinations in East Java because it has great potential. Another indicator that can describe the progress of a region is economic growth. The sampling technique used in this study was a non-probability sampling technique with purposive sampling. The non-probability sampling technique was chosen because the
Available online at HABITAT website: http://www.habitat.ub.ac.id population size is unknown and does not provide
equal opportunities for each member. Purposive sampling is a sampling technique that has specific criteria to be able to direct research objectives (Etikan, 2016). Respondent criteria used in this study include:
a. Age ≥ 17 years
b. Domiciled in Malang City
c. Have made purchases of food and beverage products at green marketing product.
The number of respondents in this study was 100 respondents obtained from the Lemeshow. It was found that the number of samples needed in this study was 96 respondents who were rounded off to 100 respondents who live in Malang City which were distributed to Starbucks companies with a total of 50 respondents, Fore Coffee with a total of 31 respondents and Burger Bangor with a total of 19 respondents. The company's planning is based on a company that has a green marketing concept that
is being hyped among millennials in Malang City.
Data collection techniques used in this study include using two techniques, namely primary data collection techniques and then measured using secondary data. Primary data is data information obtained directly onthe source (Sari, M. S., & Zefri, 2019).
Primary data collection in this study was carried out using a questionnaire. The questionnaire was designed via google form and distributed online to the respondents. Secondary data was obtained from books, the internet, previous research, literature reviews, articles from online media and various research journals. It aims to strengthen the research conducted. The analysis technique used in this study includes the structural equation model – partial least squares (SEM-PLS) and descriptive analysis. SEM-PLS analysis uses Smart PLS to be able to directly analyze the relationship between latent variables and their indicators.
Gambar 1. Theoretical Framework The hypothesis obtained in this study are:
H1: λi ≠ 0: green marketing has a positive and significant influence on purchasing decisions H0: λi = 0: green marketing has a non-positive and insignificant effect on purchasing decisions.
H2: λi ≠ 0: green marketing has a positive and significant effect on brand image
H0: λi = 0: green marketing has no positive and insignificant effect on brand image
H3: λi ≠ 0: brand image has a positive and significant impact on purchasing decisions.
Green Marketing
Grand Theory:
Consumer Behaviour Grand Theory:
Marketing Management
Green Product
Green Packaging
Green Advertising
Environmental
Knowledge Eco Label
Brand Image
Purchase Decision
Developing Strategy
Available online at HABITAT website: http://www.habitat.ub.ac.id H0: λi = 0: brand image has no positive and
insignificant effect on purchasing decisions.
H4: λi ≠ 0: green marketing and brand image as mediating variables have a positive and significant effect on purchasing decisions
H0: λi = 0: green marketing and brand image as mediating variables have no positive and insignificant effect on purchasing decisions.
4. Result and Discussions
4.1. Characteristics of Respondents
The characteristics of the respondents are an illustration of the condition of the respondents which can be seen from several aspects.
According to Weems et al., (2003) explains that research on the characteristics of respondents and agreement on data linkages can produce two things. The first is related to the socio- demographic characteristics of the respondents, such as age, gender and socioeconomic status.
This is in accordance with the characteristics of the respondents in this study including those related to name, age, gender, occupation, income per month, status and number of family members.
The second thing is related to the respondent's perception of concern for a phenomenon. This is in accordance with the characteristics in this study, including respondents who were asked to provide their perceptions of green marketing, brand image and purchasing decisions.
Table 1. Characteristic respondent
Characteristics Frequency Percentage Gender
• Men 45 45%
• Woman 55 55%
Generation
• Z 91 91%
• Y 9 9%
Level of Status
• Student 75 75%
• PNS 3 3%
• Entrepreneur 13 13%
• Private sector employee
9 9%
Level of Income
• <Rp.1.000.000 41 41%
• Rp.1.000.000- Rp.2.000.000
30 30%
• Rp.2.000.000- Rp.3.000.000
8 8%
• Rp.3.000.000- Rp.4.000.000
9 9%
Characteristics Frequency Percentage
• Rp.4.000.000- Rp.5.000.000
6 6%
• >Rp.5.000.000 6 6%
Level of Status
• Marrried 94 94%
• Not Married 6 6%
Number of Family
• 1-3 38 38%
• 4-6 61 61%
• >7 1 1%
4.2. Evaluation of research models
In this study, the data that has been collected is then processed using the Smart PLS 4.0 application. Hair et al., (2019) explained that in its development. The tests in PLS-SEM include:
1. Testing the outer model (measurement model) 2. Testing the inner model (structural model) 3. Testing bootstrapping (hypothesis)
4.3. Outer Model Value Test (Measurement Model)
Outer model testing is carried out to determine the specifications contained in the relationship between variables and their manifest or indicators. Another word for the outer model is a measurement model that aims to evaluate loading values, average variance extract (AVE), cronbach's alpha (CA), composite reliability (CR) and discriminant validity. Table 2 presented loading value, AVE and CR. The following is an explanation of the outer model testing.
Table 2. Measurement Model
Indicator Loading AVE CA CR
GP 1 0,740
0,564 0,743 0,744
GP 2 0,766
GP 3 0,741
GP 4 0,757
GPP 1 0,769
0,620 0,796 0,797 GPP 2 0,832
GPP 3 0,762 GPP 4 0,786
GA 1 0,755
0,666 0,750 0,760
GA 2 0,852
GA 3 0,838
EL 1 0,760
0,569 0,748 0,753
EL 2 0,780
EL 3 0,764
EL 4 0,710
EK 1 0,749
0,636 0,714 0,725
EK 2 0,788
Available online at HABITAT website: http://www.habitat.ub.ac.id Indicator Loading AVE CA CR
EK 3 0,853
BI 1 0,869
0,729 0,813 0,815
BI 2 0,803
BI 3 0,888
KP 1 0,868
0,729 0,813 0,815
KP 2 0,799
KP 3 0,892
A good loading value must have a value of
> 0.7 to be accepted. This is because the loading value > 0.7 is acceptable because the standard loading factor describes the magnitude of the value that exists between each measurement item (indicator) and the construct. According to Chin (1998) a loading factor value of > 0.7 can be said to be ideal, meaning that the indicator at that value is said to be valid in measuring constructs. all loading values > 0.7, which means that all latent variables are good enough in terms of representing the indicators. the AVE value for each indicator in this study has exceeded 0.5 which has a good meaning. According to Hair et al., (2019) To calculate AVE, the step that must be taken is to square the loading of each indicator in a construct and calculate the average value. average. The AVE that is said to be good and acceptable is 0.50 or higher which indicates that the construct explains at least 50 percent of the item variance.
Siswadi (2020) recommend using AVE as one of the assessments in assessing convergent validity. CA values above 0.60 and 0.70 are considered appropriate in exploratory studies and CR values of 0.70 and 0.90 are considered satisfactory (Hair et al., 2014). The value of CR ranges from 0 to 1. Cronbach's alpha measure also evaluates the reliability of internal consistency.
However, the Cronbach's alpha measure is sensitive to the number of items and generally tends to underestimate (inaccurate). CR value >
0.7 is acceptable. Based on the results of testing the CR values in table 13, it is known that all CR values are > 0.7, which means that they have met the reliability requirements. In other words, the instrument or questionnaire that has been designed is reliable.
4.4. Inner Model Testing (Structural Model) In testing the Inner Model, the significance of the effect will be tested direct effect which will be presented in the table below.
a. R-square
The following is a table 3 which explains about R-square
Table 3. R-squared
Variabel Laten R-Square
Green Product 0,830
Green Packaging 0,699
Green Advertising 0,429
Eco Label 0,601
Environmental
Knowledge 0,635
Brand Image 0,252
Purchase Decision 1,000
Based on table 14 which explains the R- square, the results show that the indicators X1.1, X1.2, X1.3, X1.4 are able to influence the green product by 0.830 and are said to be strong.
Indicators X2.1, X2.2, X2.3, X2.4 are able to influence green packaging by 0.699 and are said to be moderate. Indicators X3.1, X3.2, X3.3 are able to influence green advertising by 0.429 and are said to be weak. Indicators X4.1, X4.2, X4.3, X4.4 are able to affect the eco label of 0.601 and are said to be moderate. Indicators X5.1, X5.2, X5.3 are able to influence environmental knowledge by 0.635 and are said to be strong.
Indicators Y1.1, Y1.2, Y1.3 are able to influence brand image by 0.252 and are said to be weak.
indicators Y2.1, Y2.2, Y2.4 are able to influence purchasing decisions by 1,000 and are said to be strong. This is in line with the statement of Edeh et al., (2022) which explains that the comparison of R2 values of 0.75, 0.50 and 0.25 indicates that the model has strong, medium and weak statements.
b. Q-squared
The following is an inner model test that can be viewed from the Q-value rectangle. To calculate Q-square can be used with the formula:
Q2= 1-(1-R12) (1-R22) (1-R32) (1-R42) (1-R52) (1-R62) (1-R72)
Q2= 1-(1-0.830) (1-0.699) (1-0.429) (1-0.601) (1- 0.635) (1-0.252) (1-1.000)
Q2= 1
Based on the results of the Q2 test, it was found that the Q2 value was very strong. This is in line with the statement of Edeh et al., (2022) which explains that the comparison of Q2 values of 0.25, 0.50 and > 0.50 indicates that the model has small, medium and strong accuracy.
c. GOF (Goodness of Fit Model) GoF= √𝐴𝑉𝐸 𝑥 𝑅2
Available online at HABITAT website: http://www.habitat.ub.ac.id AVE Rata-Rata =
(0,564+0,620+0,666+0,569+0,636+0,729+0,729) /7=0,644
R2 Rata-rata =
(0,830+0,699+0,429+0,601+0,635+0,252+1,000) /7=0,635
√0,644𝑥0,635 GoF = 0,639
Based on the model fit test, it is known that the model fit value in this study is very large. This is in line with the statement of Santoso & Fitriani, (2016) which explains that the combination of goodness of fit models includes 0.1, 0.25 and
>0.25 which indicates that the model has goodness of fit for small, medium and large models. R2, Q2 and GoF tests show that the model is solid.
d. Bootstrap Testing (Hypothesis Testing) In testing the inner model, the significance of the effect will be tested, namely by looking at the direct effect. The following table 4 which explains the significance test of the effect.
Table 4. Bootstrap Testing Original
sample (O)
T statistics (|O/STDE
V|)
P values
Hypothesis
GM -
> KP 0,501 7,213 0.000 Accepted GM -
> BI 0,502 7,244 0.000 Accepted BI ->
KP 1,001 824,520 0,000 Accepted Based on table 4 above, the results show that green marketing has a path coefficient value of 0.501 and is declared significant by having a P- value of 0.000 or <0.05 or 5% significance level and a T-value of >1.98 which is equal to 7.213.
The path coefficient value has 3 categories including <0.14 have a weak effect, 0.15-0.34 have a moderate effect and >0.35 have a strong effect. This results in the conclusion that the green marketing variable has a positive and significant strong influence of 51% on purchasing decisions, which means that the first hypothesis testing is acceptable.
Variables in green marketing are things that must be considered because they are closely related to consumer perceptions regarding the product components contained in it to provide different characteristics from its competitors. In addition, green marketing is said to be a differentiator from competing products because it has an advantage in competing by developing a
sustainable environmental concept. This is in accordance with the results of the distribution of questionnaires which obtained the result that on the green marketing dimension, namely the green product variable is the most dominating variable chosen by respondents based on the results of the loading value. The indicators owned by the green product variable include product benefits, harmless processes, eco-friendly packaging and the waste produced does not pollute the environment. These indicators make respondents interested in making purchasing decisions for companies that apply the green marketing concept. Puspitasari et al., (2021) who found that green marketing has a direct relationship that has a significant value on purchasing decisions. These results also support research conducted by Jannah
& Hernawati (2021)which found that green marketing has a significant influence on purchasing decisions. Therefore, it can be concluded that the higher the green marketing, the stronger it will produce a value for the purchasing decisions made by consumers.
Based on table 4 above, the results show that green marketing has a path coefficient value of 0.502 and is declared significant by having a P- value of 0.000 or < a significance level of 0.05 or 5% and a T-value > 1.98 which is equal to 7.244.
The path coefficient value has 3 categories including <0.14 have a weak effect, 0.15-0.34 have a moderate effect and >0.35 have a strong effect. It can be concluded that the green marketing variable has a positive and significant strong influence of 0.502 on brand image, which means that testing the second hypothesis can be accepted. Brand image is also an activity carried out by companies related to a clear and unique image formation. acceptable to the target market.
This explanation is in accordance with the results of data analysis which produces a significant value and has a positive effect on brand image. This is also supported by another opinion by Yuniarto et al., (2019) which explains that brand image has a strong positive influence on consumer purchasing decisions.
Brand image is also an activity carried out by the company related to a clear and unique image formation that can be accepted by the target market. This explanation is in accordance with the results of data analysis which produces a significant value and has a positive effect on brand image. This is also supported by another opinion by Yuniarto et al., (2019) which explains that brand image has a strong positive influence on
Available online at HABITAT website: http://www.habitat.ub.ac.id consumer purchasing decisions. The more it
produces a positive value on the consumer's image of the brand of a product, the more it will increase the purchasing decision.
e. Indirect Effect Testing
In testing the inner model, the significance of the effect will be tested, namely the indirect effect. The following table 5 which explains the significance test of the indirect effect.
Table. 5 Indirect Effect Testing Original
sample (O)
T statistics (|O/STD
EV|)
P values
Hypothesis
GM -
> BI -
> KP
0.502 7,224 0.000 Accepted Based on the results in table 5 above, the direct effect of green marketing on purchasing decision variables and brand image as a mediating variable has a value coefficient of 0.502.
Therefore, the fourth hypothesis can be accepted.
This means that green marketing has a meaning that can indirectly have a significant effect on purchasing decisions in companies that apply the concept of green marketing and brand image as mediating variables. The results of this study support what was carried out by Trinanda &
Saputri (2021)who found that green marketing has a significant influence on purchasing decisions through brand image as a mediating variable.
Therefore, these results indicate that brand image as a mediating variable can be a strengthening variable or can produce a weak value which can affect green marketing variables on purchasing decisions in companies that apply the green marketing concept.
5. Conclusion
Consumer perceptions of companies that apply the green marketing concept have good results. This can be seen from the answers of the respondents who mostly answered the agree and strongly agree items on the items presented in the questionnaire. The variables contained in this study include green marketing and brand image as mediating variables which have positive and significant results on purchasing decision variables. Strategies that can be applied to companies that apply the concept of green marketing (Starbucks, Fore, Burger Bangor) can be reviewed based on the largest loading value found in the non-hazardous indicator (X1.2),
which is equal to 0.766; The strategy that can be applied is not to use formalin and other harmful chemicals. The green packaging variable that has the highest loading value is found in the efficient indicator (X2.2); strategies that can be implemented include providing a place for inventory storage close to the store. In the green advertising loading variable, the biggest value is found in the message indicator (X3.2); The strategy that can be applied is to provide up-to- date information about environmental problems that occur and this can be done by creating cinematic content about the environment so that it is not monotonous. The eco label that has the highest indicator is existence (X4.2). The strategy that can be applied is to hold seminars, and carry out caring actions for cities affected by disasters.
Environmental knowledge that has the highest loading value is energy knowledge (X5.2). The strategy that can be implemented is to collaborate with chemistry students regarding the products used that come from safe ingredients.
Based on the results of the analysis that has been carried out, suggestions are obtained as reference material for the future, including through: So that people are expected to have more awareness to protect the environment. Because protecting the environment can protect humans and other living things from natural disasters due to environmental damage that occurs if we don't protect and preserve it. For future researchers, it is hoped that they can add other variables in order to produce the latest strategy development that can be applied to Starbucks, Fore Coffee and Burger Bangor companies located in Malang City. For companies that focus on food and beverages, it is hoped that they can create development strategies in innovative ways related to social responsibility for people who are not yet aware of the environment so they love and care for the environment more. This can be done by developing innovation in terms of products to produce superior competitiveness in a competitive market.
Companies that focus on food and beverages are expected to be able to create development strategies in innovative ways related to social responsibility for people who are not aware of the environment so they love and care for the environment more. This can be done by developing innovation in terms of products to produce superior competitiveness in a competitive market.
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