Sustainable Marketing: A New Path to Build Brand Image Based on Fulfilling Social Responsibility  -- Take the Starbucks Brand as an Example

Jiaqing Zhang

doi:10.54254/2753-7064/41/2024NE0013

Research Article

Open access

Published on 31 July 2024

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Zhang,J. (2024). Sustainable Marketing: A New Path to Build Brand Image Based on Fulfilling Social Responsibility -- Take the Starbucks Brand as an Example. Communications in Humanities Research,41,114-119.

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Sustainable Marketing: A New Path to Build Brand Image Based on Fulfilling Social Responsibility -- Take the Starbucks Brand as an Example

Jiaqing Zhang *^,1,

¹ Qingdao University

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2753-7064/41/2024NE0013

Abstract

Sustainable marketing represents enterprise comprehensive conception, careful design, efficient sales and high quality manufacturing of products and services in its production and operation activities, centred on the close integration of its own economic interests, the interests of consumers and the interests of environmental protection. This strategy is not only designed to guide customers to consume, but also a key action to build the enterprise brand image. This paper focuses on the sustainable development strategies of enterprises from two aspects: first, how the Chinese and foreign markets are committed to achieve the goal of sustainable development worldwide; second, how the sustainable economic development in China is integrated with the development trend of the Chinese economy and the world economy. Integrating the concept of sustainable development into the marketing strategy is becoming a new engine to promote brand innovation and enhance market competitiveness. But will the sustainable strategies of enterprises affect consumers' purchasing decisions, and how to better fulfill their social responsibilities and achieve real sustainable development while pursuing economic benefits? This is still a question worth making any further study. Taking Starbucks as an example, the present study this paper thoroughly analyze how enterprises implement sustainable marketing in the current context.

Keywords

sustainable marketing, Starbucks, corporate social responsibility

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References

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About volume

Volume title: Proceedings of ICIHCS 2024 Workshop: Researching Symmetrically to Explore Exclusion, Othering and Whiteness in Local Policy Making

Conference website: https://2024.icihcs.org/

ISBN：978-1-83558-557-3(Print) / 978-1-83558-558-0(Online)

Conference date: 29 September 2024

Editor：Heidi Gregory-Mina, Nafhesa Ali

Series: Communications in Humanities Research

Volume number: Vol.41

ISSN：2753-7064(Print) / 2753-7072(Online)

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