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From Beans to Cups: A Comprehensive Study of Starbucks Sustainability Marketing and Impact on Brand Loyalty
- 1 Faculty of Arts and Social Sciences, The University of Sydney, Sydney, NSW2006, Australia
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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
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Cite this article
Ma,Y. (2023). From Beans to Cups: A Comprehensive Study of Starbucks Sustainability Marketing and Impact on Brand Loyalty. Advances in Economics, Management and Political Sciences,61,9-16.
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Volume title: Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
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