IDENTIFICATION OF COFFEE SHOP WASTE GENERATION WHO APPLIED GREEN MARKETING STRATEGY BASED ON CONSUMER’S BEHAVIOR ANALYSIS LOCATED IN JAKARTA

• Main Author: Adeline Liutama, Joanna
• Format: Final Project
• Language: Indonesia
• Subjects: Teknik saniter dan perkotaan; teknik perlindungan lingkungan
• Online Access: https://digilib.itb.ac.id/gdl/view/70937
• Institution: Institut Teknologi Bandung

Coffee is known as one of the most consumed beverages, and many coffee brands have expanded their business in many cities. The significant growth for coffee shops will affect waste generation directly, because when they promote their producet, they need to package their product too. The amount of waste generation that keeps increasing will damage environtment in so many ways. Even if expanding their outlets will make waste generation increase, many coffee brands already tried to maintain environtment’s well being and did green campaign. Many coffee brands do green marketing with different intensities, which could affect many aspect such as waste generation and consumers’ preference. Hence, comparison between coffee brands who applied green marketing with different intensities is done. In order to get the data, an online questionnaire is distributed. The target is Jakarta citizens who are older than 15 years old and have bought both A or B coffee shop’s products at least once in the past year. This research is conducted to determine the amount of waste generated, which both applied their green marketing strategy in their ways, and it affects their product price, too. As a result, consumers' behavior will be known, too, as if the strategy that they applied did affect their preferences or not. After the data were collected, the analysis of consumers' behavior patterns and the total waste generation that both stores produced will be done.