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Green Experience and Digital Engagement as Drivers of Generation Z Consumer Loyalty in Coffee Shops: A Mediation Model of Perceived Value and Brand Attachment

  • Mahardika Agung Madepo1*
  • Lina Budiarti2
  • Romi Ferdian3
  • Lidya Verawati4
1,2,3,4 Universitas Muhammadiyah Pontianak image/svg+xml
* Corresponding Author: Mahardika Agung Madepo

Abstract

The increasing adoption of sustainable practices and digital technologies has reshaped consumer behavior, particularly among Generation Z coffee shop customers. This study examines the effects of green experience and digital engagement on Generation Z consumer loyalty through the mediating roles of perceived value and brand attachment. A quantitative survey was conducted among 300 Generation Z coffee shop customers in Pontianak, Indonesia. Data were collected using a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that green experience significantly enhances perceived value (β = 0.728, p < 0.001), while digital engagement positively influences brand attachment (β = 0.799, p < 0.001). Perceived value emerged as the strongest predictor of consumer loyalty (β = 1.491, p < 0.001), followed by brand attachment (β = 0.089, p < 0.001). Furthermore, perceived value and brand attachment significantly mediate the relationships between green experience, digital engagement, and consumer loyalty. These findings demonstrate that Generation Z consumer loyalty is primarily developed through cognitive evaluations and emotional attachment. The study provides theoretical insights into sustainable consumer behavior and offers practical guidance for coffee shop managers in developing sustainability-oriented and digitally engaging strategies to strengthen long-term consumer loyalty.

Keywords

Green experience Digital engagement Perceived value Brand attachment Consumer loyalty

How to Cite

Citation Format
Madepo, M. A., Budiarti, L., Ferdian, R., & Verawati, L. (2026). Green Experience and Digital Engagement as Drivers of Generation Z Consumer Loyalty in Coffee Shops: A Mediation Model of Perceived Value and Brand Attachment. International Journal of Management Science and Information Technology, 6(2), 1599-1609. https://doi.org/10.35870/ijmsit.v6i2.8005

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Author Biographies

Mahardika Agung Madepo, Universitas Muhammadiyah Pontianak

Digital Business Study Program, Faculty of Economics and Business, Universitas Muhammadiyah Pontianak, Pontianak City, West Kalimantan Province, Indonesia

Lina Budiarti, Universitas Muhammadiyah Pontianak

Digital Business Study Program, Faculty of Economics and Business, Universitas Muhammadiyah Pontianak, Pontianak City, West Kalimantan Province, Indonesia

Romi Ferdian, Universitas Muhammadiyah Pontianak

Management Study Program, Faculty of Economics and Business, Universitas Muhammadiyah Pontianak, Pontianak City, West Kalimantan Province, Indonesia

Lidya Verawati, Universitas Muhammadiyah Pontianak

Digital Business Study Program, Faculty of Economics and Business, Universitas Muhammadiyah Pontianak, Pontianak City, West Kalimantan Province, Indonesia

License

Copyright (c) 2026 Mahardika Agung Madepo, Lina Budiarti, Romi Ferdian, Lidya Verawati

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

This is an open-access journal distributed under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, reproduction, and adaptation in any medium (even commercially), provided appropriate credit is given to the original author(s), a link to the license is provided, and any changes made are indicated. Authors retain copyright without restrictions and grant the journal the right of first publication as well as non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.

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