Adisty Fitriyana Lutfi and Bono Prambudi from the Muhammadiyah University of Technology Jakarta analyzed how green marketing strategies impact consumer behavior at eco-friendly coffee SMEs in DKI Jakarta. Their 2026 research, which surveyed 311 coffee consumers, identifies which specific sustainability tactics effectively drive sales and help small businesses compete in an environmentally conscious market
Contextual Background
With rising environmental awareness, consumers are increasingly factoring sustainability into their purchasing choices. To stay competitive, coffee SMEs in Jakarta have adopted "green marketing"—a strategy designed to create value by addressing environmental concerns. However, businesses have struggled to determine whether internal efforts, such as recycling, or external communications, such as eco-packaging and digital promotion, are the most effective drivers of consumer action
Methodology
The researchers employed a quantitative approach, analyzing data from 311 respondents who have purchased products from eco-friendly coffee SMEs in Jakarta. Using structural equation modeling, the study evaluated the direct and indirect influence of three main green marketing dimensions: recycling innovation, eco-friendly packaging, and digital platforms. The researchers specifically examined how these factors shape consumer purchase intention, which then serves as a bridge leading to the final purchasing decision
Key Findings
The study revealed distinct patterns in what influences Jakarta coffee consumers:
- Eco-friendly packaging and digital platforms exert a significant positive effect on both consumer purchase intention and final purchasing decisions
. - Recycling innovation, despite being a standard green practice, does not yet demonstrate a statistically significant effect on consumer purchasing decisions
. - Purchase intention acts as a crucial mediator; the influence of packaging and digital platforms on sales is largely realized because these strategies successfully strengthen a consumer's desire to buy
.
Implications and Impact
The findings suggest that for coffee SMEs, prioritizing tangible, consumer-facing green strategies yields the best results. While recycling innovations are valuable for sustainability, consumers are more readily swayed by features they can immediately perceive—such as biodegradable or recyclable packaging—and the ease of access provided by digital platforms
Adisty Fitriyana Lutfi and her colleagues at the Muhammadiyah University of Technology Jakarta recommend that SMEs optimize these visible green marketing tools. By focusing on eco-friendly packaging and digital engagement, businesses can improve their competitiveness and better align with the growing environmental consciousness of urban consumers
Author Profile
Adisty Fitriyana Lutfi and Bono Prambudi are researchers at the Muhammadiyah University of Technology Jakarta, specializing in business management, digital marketing strategies, and the competitive sustainability of small and medium-sized enterprises.
Research Source:
- Article Title: Digital Green Marketing Strategy on the Purchase Decisions of Coffee Smes in Dki Jakarta
- Year: 2026
DOI:
https://doi.org/10.59890/ijma.v4i3.9
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