SUSTAINABLE ENTERPRISE DEVELOPMENT THROUGH GREEN MARKETING MIX, BRAND IMAGE, AND CUSTOMER REPEAT PURCHASE INTENTION IN COFFEE SHOP SMES

Abstract

This study examined the influence of the green marketing mix on brand image and customer repeat purchase intention among coffee shop in Balanga City, Bataan, with customer repeat purchase intention serving as a mediating variable. Specifically, the study investigated the effects of green product, green price, green promotion, and green place on consumers’ perceptions and loyalty-related behavior in the context of sustainable enterprise development. A quantitative-descriptive research design was employed using a structured survey questionnaire administered to 382 respondents selected through stratified random sampling. The instrument underwent expert validation and pilot testing, yielding a Cronbach’s alpha coefficient of 0.954, indicating excellent reliability. Data were analyzed using descriptive statistics and Structural Equation Modelling (SEM). Results revealed that the green marketing mix significantly influenced brand image, particularly green price (β = 0.5522, p < .001), green promotion (β = 0.2991, p < .001), green place (β = 0.1932, p < .001), and green product (β = 0.151, p = .001). Likewise, green price (β = 0.1975, p < .001) and green place (β = 0.142, p = .001) significantly influenced customer repeat purchase intention. Brand image also significantly affected customer repeat purchase intention (β = 0.2338, p < .001). Mediation analysis showed that customer repeat purchase intention significantly mediated the relationships between green price (β = 0.18052, p < .001), green promotion (β = 0.08749, p = .003), green place (β = 0.13496, p < .001), and brand image. The SEM results demonstrated acceptable model fit indices (CFI = 0.949; TLI = 0.904), although RMSEA indicated moderate model misfit (RMSEA = 0.147). The findings conclude that sustainable marketing practices significantly strengthen customer loyalty and brand image, emphasizing the strategic role of green pricing, eco-friendly environments, and authentic sustainability initiatives in enhancing competitive advantage among coffee shop SMEs.