Unveiling Waste Sorting Intentions: The Influence of Green Brand Opportunity Perception Among Cafes

Abstract

Cafe managers play an important role in realizing waste sorting behavior in cafes. To encourage waste sorting behavior among cafe managers, it is necessary to understand intentions as the main predictor of behavior. This research aims to determine the influence of green brand opportunity perception on waste sorting intention. The method used in this research was quantitative correlational with a total of 103 cafe managers in the Greater Malang area (Malang City, Malang Regency, Batu City) subjects who were collected using purposive sampling techniques. The scales used in this research are the opportunity perception scale (???? = 0.93) adapted after Neill et al. (2017), and the waste classification intention scale (???? = 0.80) adapted after Tian et al. (2019). Data analysis used simple linear regression with results showing that there was a significant positive effect (B = 0.308; p < 0.001). The findings of this research reveal green brand opportunity perception as a predictor of waste sorting intention among cafe managers. The results of this research provide an understanding of the cognitive dynamics that occur in business actors to support environmentally friendly practices.