Analyzing the environmental readiness of coffee shop entrepreneurs: A study using the PLS-SEM approach and the theory of reasoned action

Authors

  • Syifa Istighfarani Family and Consumer Sciences, Faculty of Ecology and Human Sciences, Institut Pertanian Bogor University, Bogor, West Java 16680, Indonesia

DOI:

https://doi.org/10.61511/ecoprofit.v3i1.2025.2040

Keywords:

attitude, intention, knowledge

Abstract

Background: The rapid growth of the coffee industry has increased consumption and the generation of spent coffee grounds waste, which poses environmental risks while offering economic potential. Although previous studies have discussed the hazards and benefits of this waste, comprehensive research on coffee shop entrepreneurs’ readiness to adopt environmentally friendly behavior remains limited. This study aims to examine their readiness by analyzing the influence of awareness, knowledge, attitude, intention, and actual behavior, based on the Theory of Reasoned Action. Methods: A quantitative approach with a cross-sectional design was used. Data were collected in 2022 from 200 coffee shop entrepreneurs in Jakarta and Bekasi, selected as central coffee business areas. Partial Least Squares (PLS) analysis was conducted, including outer model, goodness-of-fit, and inner model tests. Findings: The results showed that environmental awareness had no significant direct or indirect effect on environmentally friendly behavior. In contrast, knowledge significantly influenced the formation of positive attitudes, which mediated the relationship with intention and actual behavior. These results underscore the need to distinguish between awareness and knowledge, as only the latter demonstrated a meaningful impact on behavior formation. Well-informed attitudes enhanced behavioral intention, which in turn significantly influenced actual pro-environmental behavior. These findings validate the Theory of Reasoned Action and extend its applicability in explaining pro-environmental behavior adoption in waste-management-based entrepreneurship, particularly in coffee shop businesses. Conclusion: The study highlights the importance of environmental and entrepreneurial education regarding both the risks and economic potential of spent coffee grounds. Government support is needed to promote education, build enabling systems, and provide infrastructure to foster environmentally responsible behavior. Novelty/Originality of this article: This study offers a novel contribution by examining coffee shop entrepreneurs' environmental readiness using the Theory of Reasoned Action and a PLS-SEM approach. Unlike prior studies that focused on the risks and benefits of spent coffee grounds, this research explores the behavioral pathway from awareness and knowledge to actual pro-environmental practices, highlighting the distinct roles of both.

References

Agrawal, M., Kalia, P., Nema, P., Zia, A., Kaur, K., & John, H. B. (2023). Evaluating the influence of government initiatives and social platforms on green practices of Gen Z: The mediating role of environmental awareness and consciousness. Cleaner and Responsible Consumption, 8, 100109. https://doi.org/10.1016/j.clrc.2023.100109

Akbar, N. (2021). Kopi dan Lifestyle Anak Muda di Kabupaten Bekasi. Bekasikab.Go.Id. https://www.bekasikab.go.id/kopi-dan-lifestyle-anak-muda-di-kabupaten-bekasi

Bechler, C. J., Tormala, Z. L., & Rucker, D. D. (2021). The attitude–behavior relationship revisited. Psychological science, 32(8), 1285-1297. https://doi.org/10.1177/0956797621995206

Biswas, C., Omar, H., & Rashid-Radha, J. Z. R. R. (2020). The impact of tourist attractions and accessibility on tourists’ satisfaction: The moderating role of tourists’ age. Geojournal of Tourism and Geosites, 32(4), 1202–1208. https://doi.org/10.30892/GTG.32402-558

Bosone, L., Chaurand, N., & Chevrier, M. (2022). To change or not to change? Perceived psychological barriers to individuals’ behavioural changes in favour of biodiversity conservation. Ecosystems and People, 18(1), 315–328. https://doi.org/10.1080/26395916.2022.2071343

Brunerov, A., Roubik, H., Brožek, M., Haryanto, A., Hasanudin, U., Iryani, D. A., & Herák, D. (2020). Valorization of bio-briquette fuel by using spent coffee ground as an external additive. Energies, 13(54), 1–15. https://doi.org/10.3390/en13010054

Burgos-Espinoza, I. I., García-Alcaraz, J. L., Gil-López, A. J., & Díaz-Reza, J. R. (2024). Effect of environmental knowledge on pro-environmental attitudes and behaviors: a comparative analysis between engineering students and professionals in Ciudad Juárez (Mexico). Journal of Environmental Studies and Sciences, 1-15. https://doi.org/10.1007/s13412-024-00991-5

Conner, M., & Norman, P. (2022). Understanding the intention-behavior gap: The role of intention strength. Frontiers in Psychology, 13, 923464. https://doi.org/10.3389/fpsyg.2022.923464

Debrah, J. K., Vidal, D. G., & Dinis, M. A. P. (2021). Raising awareness on solid waste management through formal education for sustainability: A developing countries evidence review. Recycling, 6(1), 1–21. https://doi.org/10.3390/recycling6010006

Dioba, A., Kroker, V., Dewitte, S., & Lange, F. (2024). Barriers to pro-environmental behavior change: A review of qualitative research. Sustainability (Switzerland), 16(20), 1–19. https://doi.org/10.3390/su16208776

Faries, M. D. (2016). Why We Don’t “Just Do It”: Understanding the Intention-Behavior Gap in Lifestyle Medicine. American Journal of Lifestyle Medicine, 10(5), 322–329. https://doi.org/10.1177/1559827616638017

Fernandes, A. S., Mello, F. V. C., Thode Filho, S., Carpes, R. M., Honório, J. G., Marques, M. R. C., Felzenszwalb, I., & Ferraz, E. R. A. (2017). Impacts of discarded coffee waste on human and environmental health. Ecotoxicology and Environmental Safety, 141, 30–36. https://doi.org/10.1016/j.ecoenv.2017.03.011

Fishbein, M., & Ajzen, I. (2011). Predicting and changing behavior: The reasoned action approach. Psychology press. https://doi.org/https://doi.org/10.4324/9780203838020

Glasman, L. R., & Albarracín, D. (2006). Forming attitudes that predict future behavior: a meta-analysis of the attitude-behavior relation. Psychological bulletin, 132(5), 778. https://doi.org/10.1037/0033-2909.132.5.778

Goodstats. (2024). Pola Konsumsi Kopi Orang Indonesia di Tahun 2024. In Goodstats (Issue September).

Hair, J. F., Hult, G. T., Ringle, C., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (Second). SAGE Publications.

Hechmi, S., Guizani, M., Kallel, A., Zoghlami, R. I., Ben Zrig, E., Louati, Z., Jedidi, N., & Trabelsi, I. (2023). Impact of raw and pre-treated spent coffee grounds on soil properties and plant growth: a mini-review. Clean Technologies and Environmental Policy, 25(9), 2831–2843. https://doi.org/10.1007/s10098-023-02544-w

Herdiansyah, H., & Nuraeni. (2024). Environmental awareness and plastic use behavior during the Covid-19 pandemic. Global Journal of Environmental Science and Management, 10(2), 419–434. https://doi.org/10.22035/gjesm.2024.02.01

Jeníček, L., Tunklová, B., Malaťák, J., Neškudla, M., & Velebil, J. (2022). Use of spent coffee ground as an alternative fuel and possible soil amendment. Materials, 15(19). https://doi.org/10.3390/ma15196722

Johnson, K., Liu, Y., & Lu, M. (2022). A review of recent advances in spent coffee grounds upcycle technologies and practices. Frontiers in Chemical Engineering, 4, 838605. https://doi.org/10.3389/fceng.2022.838605

Kanlayavattanakul, M., Lourith, N., & Chaikul, P. (2021). Valorization of spent coffee grounds as the specialty material for dullness and aging of skin treatments. Chemical and Biological Technologies in Agriculture, 8(1), 1–12. https://doi.org/10.1186/s40538-021-00252-5

Kementerian Lingkungan Hidup dan Kehutanan Republik Indonesia. (2025). SIPSN - Sistem Informasi Pengelolaan Sampah Nasional.

Kim, Y., Park, T., & Hong, D. (2022). Heating and emission characteristics of briquettes developed from spent coffee grounds. Environmental Engineering Research, 27(4), 1–8. https://doi.org/10.4491/eer.2021.063

Linder, N., Rosenthal, S., Sörqvist, P., & Barthel, S. (2021). Internal and external factors’ influence on recycling: Insights from a laboratory experiment with observed behavior. Frontiers in Psychology, 12, 699410. https://doi.org/10.3389/fpsyg.2021.699410

Mago, M., Yadav, M., Sharma, S., & Kaur, H. (2025). Environmental knowledge influencing pro-environmental behavior among university students: a serial mediation and MGA approach. International Journal of Sustainability in Higher Education, 26(5), 1072-1095. https://doi.org/10.1108/IJSHE-02-2024-0110

Maqsoom, A., Umer, M., Alaloul, W. S., Salman, A., Ullah, F., Ashraf, H., & Musarat, M. A. (2023). Adopting green behaviors in the construction sector: The role of behavioral intention, motivation, and environmental consciousness. Buildings, 13(4). https://doi.org/10.3390/buildings13041036

Marcinkowski, T., & Reid, A. (2019). Reviews of research on the attitude–behavior relationship and their implications for future environmental education research. Environmental Education Research, 25(4), 459–471. https://doi.org/10.1080/13504622.2019.1634237

Mesmar, A. K., Albedwawi, S. T., Alsalami, A. K., Alshemeili, A. R., Abu-Elsaoud, A. M., El-Tarabily, K. A., & Al Raish, S. M. (2024). The Effect of Recycled Spent Coffee Grounds Fertilizer, Vermicompost, and Chemical Fertilizers on the Growth and Soil Quality of Red Radish (Raphanus sativus) in the United Arab Emirates: A Sustainability Perspective. Foods, 13(13), 1997. https://doi.org/10.3390/foods13131997

Meyer, A., & Schneider, P. (2019). Cradle-to-cradle for sustainable development: from ecodesign to circular economy. In Encyclopedia of Sustainability in Higher Education (pp. 321-330). Cham: Springer International Publishing. https://doi.org/10.1007/978-3-030-11352-0_331

Muhson, A. (2022). Analisis Statistik Dengan SmartPLS. Universitas Negeri Yogyakarta.

Mulyani, S., Fitri, Y., Rahmadani, N., & Lestari, D. (2024). Prediksi potensi timbulan limbah ampas kopi sebagai sumber penghasil senyawa bioaktif di Kota Pekanbaru. Jurnal Ilmu Lingkungan, 22(6), 1412–1423. https://doi.org/10.14710/jil.22.6.1412-1423

Ridwan, N. M. ah R., Frimawaty, E., & Herdiansyah, H. (2023). Analyzing urban communities level of environmental awareness for a future sustainable use of plastic packaging. International Journal of Sustainable Development and Planning, 18(2), 377–383. https://doi.org/10.18280/ijsdp.180205

Shah, S. K., Zhongjun, T., Sattar, A., & XinHao, Z. (2021). Consumer's intention to purchase 5G: Do environmental awareness, environmental knowledge and health consciousness attitude matter?. Technology in Society, 65, 101563. https://doi.org/10.1016/j.techsoc.2021.101563

Singh, T. A., Pal, N., Sharma, P., & Passari, A. K. (2023). Spent coffee ground: Transformation from environmental burden into valuable bioactive metabolites. Reviews in Environmental Science and Biotechnology, 22(4), 887–898. https://doi.org/10.1007/s11157-023-09669-w

Srebotnjak, T. (2019). Cradle-to-Grave and Sustainable Development. In Encyclopedia of Sustainability in Higher Education (pp. 1-5). Springer, Cham. https://doi.org/10.1007/978-3-030-11352-0_331

Tamar, M., Wirawan, H., Arfah, T., & Putri, R. P. S. (2021). Predicting pro-environmental behaviours: The role of environmental values, attitudes and knowledge. Management of Environmental Quality: An International Journal, 32(2), 328–343. https://doi.org/10.1108/MEQ-12-2019-0264

Tavitiyaman, P., Zhang, X., & Chan, H. M. (2024). Impact of environmental awareness and knowledge on purchase intention of an eco-friendly hotel: mediating role of habits and attitudes. Journal of Hospitality and Tourism Insights, 7(5), 3148–3166. https://doi.org/10.1108/JHTI-08-2023-0580

Trevethan, R. (2017). Deconstructing and assessing knowledge and awareness in public health research. Frontiers in public health, 5, 194. https://doi.org/10.3389/fpubh.2017.00194

Ulsido, M. D., Geleto, M. Z., & Berego, Y. S. (2024). Waste Water Management in Wet Coffee Processing Mills and their Impact on the Water quality status of Gidabo River and its Tributaries, Southern Ethiopia. Environmental Health Insights, 18, 11786302241260953. https://doi.org/10.1177/11786302241260953

USDA. (2024). Indonesia: Coffee Annual. In USDA and GAIN. https://www.fas.usda.gov/data/indonesia-coffee-annual-8

Wartakotalive.com. (2018). Kedai Kopi Terus Tumbuh, di Jakarta dan Sekitarnya Diperkirakan Ada 1.500 Kedai Kopi. Wartakotalive.

Wetering, J., Leijten, P., Spitzer, J., & Thomaes, S. (2022). Does environmental education benefit environmental outcomes in children and adolescents? A meta-analysis. Journal of Environmental Psychology, 81. https://doi.org/https://doi.org/10.1016/j.jenvp.2022.101782

Wut, T. M., Lee, D., & Lee, S. W. (2023). Does attitude or intention affect behavior in sustainable tourism? A review and research agenda. Sustainability (Switzerland), 15(19), 14076. https://doi.org/10.3390/su151914076

Yang, M. X., Tang, X., Cheung, M. L., & Zhang, Y. (2021). An institutional perspective on consumers’ environmental awareness and pro-environmental behavioral intention: Evidence from 39 countries. Business Strategy and the Environment, 30(1), 566–575. https://doi.org/10.1002/bse.2638

Zhang, J., Xue, C., & Hou, G. (2024). The Impact of Chinese Public Environmental Awareness on Environmental Behavior: An Analysis Based on China National Surveys in 2003, 2010 and 2021. Land, 13(9), 1418. https://doi.org/10.3390/land13091418

Zhu, Y., Wang, Y., & Liu, Z. (2021). How does social interaction affect pro-environmental behaviors in China? The mediation role of conformity. Frontiers in Environmental Science, 9, 690361. https://doi.org/10.3389/fenvs.2021.690361

Published

2025-07-31

How to Cite

Istighfarani, S. (2025). Analyzing the environmental readiness of coffee shop entrepreneurs: A study using the PLS-SEM approach and the theory of reasoned action. EcoProfit: Sustainable and Environment Business, 3(1), 17–32. https://doi.org/10.61511/ecoprofit.v3i1.2025.2040

Issue

Section

Articles

Citation Check