The Impact of Eco-Friendly Practices on Generation Z’s Green Image, Brand Attachment, Brand Advocacy, and Brand Loyalty in Coffee Shop

Abstract

This study examined eco-friendly practices (EFPs), green image, and brand attachment to identify antecedents that affect coffee shop consumers’ brand advocacy and brand loyalty, targeting Generation Z, who are emerging as the primary agents of eco-friendly consumption. In particular, we applied only the tangible EFPs that consumers can observe to identify a clear relationship between perceptions of EFPs and consumer behavior. This is the most significant difference from previous studies. In this study, 287 people who responded that they had visited Starbucks, which was selected as the coffee shop brand to be investigated through a pilot test, were used as a sample. As a result of the verification, EFPs demonstrated a positive influence on green image and brand attachment, and green image appeared to have a positive effect on brand attachment. Brand attachment was confirmed to be an antecedent that strengthens brand advocacy and brand loyalty. This study contributes to the literature on environmental friendliness in the hospitality industry and can be used to establish sustainable, eco-friendly marketing strategies in the food service business.