The green experience effects on gen z customer loyalty mediated by perceived value and satisfaction

Katherin Daniar; Fatchur Rohman; Sunaryo

doi:10.20525/ijrbs.v12i5.2688

Authors

Katherin Daniar Universitas Brawijaya https://orcid.org/0009-0007-7766-3805
Fatchur Rohman
Sunaryo Ph.D, Faculty of Economics and Business, University of Brawijaya, Malang, Indonesia

DOI:

https://doi.org/10.20525/ijrbs.v12i5.2688

Keywords:

green experience, perceived value, satisfaction, loyalty

Abstract

This study examines the relationship between the green experience, loyalty, perceived value, and satisfaction among Gen Z consumers at Retrorika Coffee Bar & Resto Batu in Indonesia. The population in this study is consumer Gen Z of Retrorika Coffee Bar & Resto Batu. This research is explanatory research with a quantitative approach which collects data by distributing questionnaires to 140 respondents. Data analysis used a partial least square (SEM-PLS). The results showed that the green experience has an indirect effect on loyalty. Perceived value had a significant effect on loyalty. The result of this study also shows that perceived value fully mediates the effect of the green experience on loyalty, and satisfaction has no mediation effect. The results suggest that green cafés and restaurants can enhance their distinctive green experience, and continuously innovate in offering and educating customers about green products. By improving their concept, these establishments can effectively cultivate customer loyalty.

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