Advances in Economics, Management and Political Sciences

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Proceedings of the 2nd International Conference on Financial Technology and Business Analysis

Series Vol. 61 , 28 December 2023


Open Access | Article

From Beans to Cups: A Comprehensive Study of Starbucks Sustainability Marketing and Impact on Brand Loyalty

Yu Ma * 1
1 Faculty of Arts and Social Sciences, The University of Sydney, Sydney, NSW2006, Australia

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 61, 9-16
Published 28 December 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Yu Ma. From Beans to Cups: A Comprehensive Study of Starbucks Sustainability Marketing and Impact on Brand Loyalty. AEMPS (2023) Vol. 61: 9-16. DOI: 10.54254/2754-1169/61/20230499.

Abstract

This research paper delves into the critical relationship between Starbucks’ sustainable marketing practices and its impact on brand loyalty. The case description of Starbucks as a leading global coffeehouse chain provides the context for analyzing the challenges and opportunities in its sustainable marketing endeavors. The research background highlights the increasing significance of sustainability in contemporary business practices and the potential for sustainable marketing to foster brand loyalty. Drawing upon a literature review, the study summarizes and synthesizes relevant findings from multiple articles that explore the interplay between sustainability initiatives and consumer loyalty. Through a comprehensive analysis of problems, the research identifies key challenges Starbucks faces in implementing and communicating sustainability efforts. The paper then offers strategic recommendations, such as enhancing transparency, engaging consumers through education, and innovating packaging solutions, to improve the effectiveness of Starbucks’ sustainability initiatives and strengthen brand loyalty. The value of this paper lies in its practical implications for Starbucks and other businesses seeking to create meaningful connections with consumers through sustainability. By examining the potential benefits and results of implementing the proposed solutions, the research provides insight into how companies can enhance their brand reputation, consumer trust, and environmental impact. Furthermore, it addresses potential challenges and constraints in executing sustainability strategies, aiding decision-makers in navigating the complexities of integrating sustainability into their marketing approaches. Overall, this paper contributes to the literature on sustainable marketing and brand loyalty, providing a solid foundation for future research and guiding businesses toward a more sustainable and loyal customer base.

Keywords

Starbucks, Sustainable Marketing, Brand Loyalty

References

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2. Lin, J., Lobo, A., & Leckie, C. (2017). Green brand benefits and their influence on brand loyalty. Marketing Intelligence & Planning, 35(3), 425-440.

3. Tsai, P. H., Lin, G. Y., Zheng, Y. L., Chen, Y. C., Chen, P. Z., & Su, Z. C. (2020). Exploring the effect of Starbucks’ green marketing on consumers’ purchase decisions from consumers’ perspective. Journal of Retailing and Consumer Services, 56, 102162.

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6. Nguyen, C. (2020). Sustainability marketing concept: Case Starbucks.

7. Wijaya, S. A., & Mursitama, T. N. (2023). The Implementation of Triple Bottom Line on CSR Effort Toward Sustainable Development: Case Study Starbucks Greener Nusantara. In E3S Web of Conferences (Vol. 388). EDP Sciences.

8. Tsai, P. H., Lin, G. Y., Zheng, Y. L., Chen, Y. C., Chen, P. Z., & Su, Z. C. (2020). Exploring the effect of Starbucks’ green marketing on consumers’ purchase decisions from consumers’ perspective. Journal of Retailing and Consumer Services, 56, 102162.

9. Tanveer, M., Ahmad, A. R., Mahmood, H., & Haq, I. U. (2021). Role of ethical marketing in driving consumer brand relationships and brand loyalty: A sustainable marketing approach. Sustainability, 13(12), 6839.

10. Kuchinka, D. G., Balazs, S., Gavriletea, M. D., & Djokic, B. B. (2018). Consumer attitudes toward sustainable development and risk to brand loyalty. Sustainability, 10(4), 997.

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
ISBN (Print)
978-1-83558-223-7
ISBN (Online)
978-1-83558-224-4
Published Date
28 December 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/61/20230499
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated