The effects of sustainability management on brand attitude of coffee specialty shops

Abstract

The purposes of the study are to investigate the effects of sustainability management which is economic responsibility, social responsibility, and environmental responsibility on brand attitude of coffee shops. An online survey was conducted with 328 customers who visit coffee shops more than once a month. Data were analyzed using SPSS 24.0 software and hierarchical regression was performed. Consumers' perceptions of economic, social, and environmental responsibility were found to have a positive effect on brand attitude. According to the hierarchical regression analysis of sustainability management activities and brand attitudes, economic responsibility has the greatest influence on brand attitude, followed by social responsibility and, lastly, environmental responsibility.