Consumer behavior toward eco-friendly coffee shops: moderating effect of demographic characteristics

Considering that an eco-friendly image is an important factor that influences the purchase of eco-friendly products, and that demographic characteristics of consumers may affect this purchase behavior, the importance of examining how these characteristics influence repurchase intention of “green” products cannot be overstated. Therefore, the purpose of this study was to understand the structural relationship between a shop’s “eco-friendly” image, consumers’ demographic characteristics (gender, age, income, education), as well as customer satisfaction, customer trust, and repurchase intention. A total of 360 samples were analyzed using SPSS 25.0 and AMOS 22.0 statistical programs. The results of this study are as follows. First, it was found that the eco-friendly image had a positive effect on customer satisfaction and customer trust. Second, customer satisfaction was found to have a positive effect on customer trust. Third, customer satisfaction and customer trust had a positive effect on repurchase intention. Finally, this study confirmed the moderating effect of demographic characteristics on the relationship between customer satisfaction, customer trust, and repurchase intention.