A business being eco-friendly does not negate its ability to be profitable. While yes, there are some extra measures you take that make your business eco-friendly that may increase your costs, simply being eco-friendly is also likely to draw in more customers. Generally, these two will negate each other, and in order to be a successful coffee shop, you have to do everything a normal coffee shop does to succeed. That, of course, being advertising, customers retention, and all the other important aspects of business success.