The Influence Of Green Marketing On The Intensity Of Purchasing Starbucks Products In Medan City

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The Influence of Green Marketing on the Intensity of Purchasing Starbucks Products in Medan City

Introduction

In today's world, consumers are becoming increasingly environmentally conscious, and companies are taking notice. One such company is Starbucks, a global coffee giant that has successfully captured the hearts of coffee connoisseurs around the world, including in the city of Medan. Not only does Starbucks offer a distinctive taste of coffee, but it also highlights the concept of green marketing, which carries the values of sustainability and concern for the environment. This article will explore the influence of green marketing on the intensity of purchasing Starbucks products in Medan City.

Background

Research conducted by the research team in Medan revealed that green marketing Starbucks has a significant influence on the intensity of the purchase of their products in the city. This is evidenced through quantitative methods using two Likert scales, namely the green marketing scale adapted from Septifani, Achmadi, & Santoso (2014), and purchase intensity scale adapted from the concept of Kotler and Keller (2009). The research involved 108 respondents who were Starbucks consumers in Medan City.

Methodology

The research used a simple linear regression analysis to examine the relationship between the application of green marketing strategies by Starbucks and the intensity of purchasing their products. The results showed that the higher the application of green marketing strategies, the higher the intensity of purchasing Starbucks products by consumers.

Green Marketing Strategies Adopted by Starbucks

Starbucks implemented various green marketing strategies to show their commitment to the environment. Some examples include:

Building Environmental Awareness through Concrete Actions

Starbucks encourages the use of environmentally friendly cups and straws by providing discounts for consumers who carry their own cups. This step not only reduces plastic waste, but also shows Starbucks' concern for environmental issues. Additionally, Starbucks supports local coffee farmers to ensure the sustainability of coffee supply and help improve the welfare of farmers. Furthermore, Starbucks designed their stores by paying attention to energy efficiency, such as the use of solar panels and energy-saving lighting.

These strategies succeeded in building Starbucks' positive image in the eyes of consumers. Consumers in Medan feel that Starbucks not only cares about profit, but also cares about the environment and the community. This further strengthens their desire to buy Starbucks products.

Creating Added Value for Consumers

Green marketing Starbucks not only has a positive impact on the environment, but also provides added value for consumers. Consumers feel that by buying Starbucks products, they also contribute to maintaining environmental sustainability. This makes them feel more satisfied and loyal to the Starbucks brand. In addition, consumers also feel the benefits of green marketing programs offered by Starbucks, such as saving costs and getting discounts by bringing their own cups.

Conclusion

Green marketing has been proven effective in increasing the intensity of purchasing Starbucks products in Medan City. The green marketing strategy implemented by Starbucks succeeded in building environmental awareness, increasing consumer loyalty, and providing added value for consumers. This shows that the company can gain profits and build a positive image by applying the concept of green marketing. By continuing to improve their green marketing strategy, Starbucks can further strengthen its position as a company that cares about the environment and is the first choice for consumers in the city of Medan.

Recommendations

Based on the findings of this study, the following recommendations are made:

  • Starbucks should continue to implement and improve their green marketing strategies to further strengthen their positive image and increase consumer loyalty.
  • Starbucks should consider expanding their green marketing programs to include more environmentally friendly products and services.
  • Starbucks should continue to engage with consumers and stakeholders to ensure that their green marketing strategies are effective and meet the needs of their target market.

Limitations

This study has several limitations that should be noted. Firstly, the study was conducted in Medan City, and the findings may not be generalizable to other cities or countries. Secondly, the study only examined the influence of green marketing on the intensity of purchasing Starbucks products and did not explore other factors that may influence consumer behavior. Finally, the study relied on self-reported data from consumers, which may be subject to biases and limitations.

Future Research Directions

Future research should aim to explore the following directions:

  • Examine the influence of green marketing on consumer behavior in other cities or countries.
  • Investigate the impact of green marketing on consumer loyalty and retention.
  • Explore the role of social media in promoting green marketing and increasing consumer engagement.

By continuing to explore and understand the influence of green marketing on consumer behavior, companies like Starbucks can further strengthen their positive image and increase consumer loyalty, ultimately driving business success and sustainability.
Frequently Asked Questions: The Influence of Green Marketing on the Intensity of Purchasing Starbucks Products in Medan City

Q&A

Q: What is green marketing, and how does it relate to Starbucks?

A: Green marketing refers to the practice of promoting products or services that are environmentally friendly and sustainable. Starbucks has implemented various green marketing strategies to show their commitment to the environment and to appeal to environmentally conscious consumers.

Q: What are some examples of green marketing strategies adopted by Starbucks?

A: Some examples of green marketing strategies adopted by Starbucks include:

  • Encouraging the use of environmentally friendly cups and straws
  • Supporting local coffee farmers to ensure the sustainability of coffee supply
  • Designing stores with energy efficiency in mind, such as the use of solar panels and energy-saving lighting

Q: How does green marketing influence consumer behavior?

A: Green marketing can influence consumer behavior by creating a positive image of the company and increasing consumer loyalty. Consumers who feel that a company is committed to the environment are more likely to purchase from that company and to recommend it to others.

Q: What are the benefits of green marketing for consumers?

A: The benefits of green marketing for consumers include:

  • Feeling good about supporting a company that is committed to the environment
  • Saving costs and getting discounts by participating in green marketing programs
  • Contributing to maintaining environmental sustainability

Q: How does Starbucks measure the success of their green marketing efforts?

A: Starbucks measures the success of their green marketing efforts through various metrics, including:

  • Sales data to track the impact of green marketing on consumer behavior
  • Customer feedback and surveys to gauge consumer perceptions of the company's commitment to the environment
  • Environmental impact assessments to measure the effectiveness of green marketing strategies

Q: What are some challenges that companies like Starbucks face when implementing green marketing strategies?

A: Some challenges that companies like Starbucks face when implementing green marketing strategies include:

  • Balancing the need to appeal to environmentally conscious consumers with the need to maintain profitability
  • Ensuring that green marketing efforts are authentic and not just a marketing gimmick
  • Managing the complexity of implementing green marketing strategies across multiple locations and supply chains

Q: What are some best practices for companies looking to implement green marketing strategies?

A: Some best practices for companies looking to implement green marketing strategies include:

  • Conducting thorough research and analysis to understand consumer perceptions and behaviors
  • Developing clear and measurable goals for green marketing efforts
  • Engaging with stakeholders and consumers to ensure that green marketing efforts are effective and meet the needs of the target market

Q: How can consumers get involved in green marketing efforts?

A: Consumers can get involved in green marketing efforts by:

  • Participating in green marketing programs and promotions
  • Providing feedback and suggestions to companies about their green marketing efforts
  • Supporting companies that are committed to the environment and sustainability

Q: What are some future directions for green marketing research?

A: Some future directions for green marketing research include:

  • Examining the impact of green marketing on consumer behavior in different cultural and geographic contexts
  • Investigating the role of social media in promoting green marketing and increasing consumer engagement
  • Exploring the use of new technologies and innovations in green marketing efforts.