The Influence of Lifestyle and Consumer Attitude, Generation Z Consumer Satisfaction on Green Business Strategy

DOI

10.2991/978-2-38476-436-5_41How to use a DOI?

Keywords

Consumer Lifestyle and Attitude; Consumer Satisfaction; Green Business Strategy

Abstract

This study aims to determine the views of Cafe Gacoan consumers, namely Generation Z, who in the initial study, 70% understood Green Business, where Green business is defined as a business concept that pays attention to economic, social, and environmental aspects. The goal is to reduce the negative impact of the damage caused. The population of this study is unknown, so by using the Slovin formula, 53 samples were obtained. This research method is qualitative and quantitative. Data processing uses multiple linear regression, starting with the validity test, reliability, and classical assumption test, which consists of normality, heteroscedasticity, and multi-collinearity tests. Furthermore, the T-test, F, and R2 tests were carried out. From the results of the hypothesis test, it was determined that the variables lifestyle, consumer attitude, and consumer satisfaction have a significant influence on the Green Business strategy. From the T-test, the partial results show that the Independent variable has a significant effect on the Dependent variable. The suggestions given from the results of this study are 1) Resto/Cafe Mie Gacoan must implement the Green Business Strategy that has been determined. 2) Management develops its business with a Green Business strategy. 3) All employees and promotional media use environmentally friendly topics and facilities. 4) Efforts are made to use environmentally friendly cutlery and serving facilities. 5) Consumer lifestyle, consumer attitudes, and consumer satisfaction are references in developing a business.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Dyah Eko Setyowati
AU  - Sri Kartika Sari Antariksa
PY  - 2025
DA  - 2025/07/01
TI  - The Influence of Lifestyle and Consumer Attitude, Generation Z Consumer Satisfaction on Green Business Strategy
BT  - Proceedings of the 9th International Conference on Indonesian Social and Political Enquiries (ICISPE 2024)
PB  - Atlantis Press
SP  - 463
EP  - 472
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-436-5_41
DO  - 10.2991/978-2-38476-436-5_41
ID  - Setyowati2025
ER  -