Repeat Purchase Intention Of Starbucks Consumers In Indonesia: A Green Brand Approach/Namjera Ponovljene Kupovine Potrosaca Starbucksa U Indoneziji: Pristup Zelene Marke

Climate change resulting from global warming has reached extreme levels, calling for immediate attention (Grant, 2008), since it affects the lives of people more and more seriously. Global warming is a phenomenon in which the temperature of the Earth steadily rises on a global scale, having both direct and indirect effects on humans and other inhabitants of the Earth (the phenomenon includes increasing atmospheric, oceanic, and land temperature). An IRCC report has even mentioned that there is a 90% assurance of temperature rise every decade (Situmorang, 2011). The cause of this phenomenon is human activities, which promote the occurrence of greenhouse gas effects. The allegedly dominant triggers or contributors to these greenhouse gases are industrial activities, motor vehicle gas emission, and continuous over-exploitation and burning of forests. The public today has become more aware of environmental preservation issues. This paper studies: 1. the effect of green brand image on green brand product satisfaction, 2. the effect of green brand image on green brand product trust, 3. the effect of green brand consumer satisfaction on the repeat purchase intention of Starbucks customers in Indonesia, 4. the effect of green brand consumer trust on the repeat purchase intention of Starbucks customers in Indonesia, and 5. the effect of green brand consumer attitude on the repeat purchase intention of Starbucks costumers in Indonesia. This study aims at building a conceptual model to empirically describe and confirm the increase in repeat purchase intention through a green brand approach.