Explaining Eco-label Cafés Behavioral Intention Through Green Skepticism, Perceived Value, and Attitude
Keywords:
Behavioral Intention, Green Skepticism, Green Perceived Value, Green Attitude, Eco-label.Abstract
As sustainable consumption gains traction in the food and beverage industry, understanding the elements that drive customer interaction with ecologically responsible service providers becomes increasingly critical. This study investigates the factors influencing behavioral intention for eco-label cafés in Indonesia by including green skepticism, perceived value, and attitude. A quantitative approach was used, with survey data collected from 100 respondents familiar with eco-label cafés. The data were analyzed using multiple linear regression to determine the impacts of green skepticism, green perceived value, and green attitude on behavioral intention. The model explains a significant share of variance in behavioral intention. Green perceived value and green attitude have a considerable beneficial effect on behavioral intention, with green attitude emerging as the most powerful predictor. In contrast, green skepticism has a negative but statistically negligible effect. The findings imply that eco-label café owners should prioritize increasing green perceived value and cultivating green attitudes through meaningful customer experiences and sustainability-driven communication methods, rather than focusing solely on decreasing consumer mistrust or skepticism. This study adds to the green marketing literature by applying psychological-behavioral theory to the eco-label café context and demonstrating that positive drivers, such as perceived value and attitude, outweigh negative perceptions when shaping behavioral intention in an emerging market.
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