The Relationship Between Green Marketing Strategies and Brand Image: A Case Study of Starbucks
The purpose of this article is to investigate the relationship between green marketing strategies by using the Starbucks as a case. This report is for the presentation project class and the teacher and classmates are our target audiences. Literature review are the main research method while the questionnaire survey is also been used to support the result. In total of ten weeks will be used to complete the report including the design, data collection and data analysis.
China has been developing in impressive growth rate after the implementation of reform and open-door policy, as a result, the middle class in China expanded rapidly (Smith & Hu, 2013). …show more content…
Green marketing includes a wide range of business actions that mean to cater to the customers’ needs and wants, in the meantime, decrease the unfavorable effects on the environment (Tiwari, Tripathi, Srivastava, & Yadav, 2011). The Starbucks, as a leader in the coffee industry, green marketing are being used to increase the competitive advantages (HASKOVA, K. 2015). In addition, it is reported that brand image is connect with the consumption since a positive and responsible brand is more attractive and favorable for customers (Yan, & Yazdanifard, 2014). To build a positive brand image cannot be developed by the marketing strategies since marketing strategies have been proved can affect the brand image (HASKOVA, K. 2015). What’s more, as a leader in coffee industry, the brand image of Starbucks is notorious and favorable. In conclusion, Starbucks is a well-known brand with outstanding public image in the world, the green marketing strategies it played is elaborately. Therefore, use the Starbucks for the case study is representative enough. Besides, the result is significant for companies including non-coffee industry to study Starbucks’ green marketing model to build brand
The purpose of this article is to investigate the relationship between green marketing strategies by using the Starbucks as a case. This report is for the presentation project class and the teacher and classmates are our target audiences. Literature review are the main research method while the questionnaire survey is also been used to support the result. In total of ten weeks will be used to complete the report including the design, data collection and data analysis.
China has been developing in impressive growth rate after the implementation of reform and open-door policy, as a result, the middle class in China expanded rapidly (Smith & Hu, 2013). …show more content…
Green marketing includes a wide range of business actions that mean to cater to the customers’ needs and wants, in the meantime, decrease the unfavorable effects on the environment (Tiwari, Tripathi, Srivastava, & Yadav, 2011). The Starbucks, as a leader in the coffee industry, green marketing are being used to increase the competitive advantages (HASKOVA, K. 2015). In addition, it is reported that brand image is connect with the consumption since a positive and responsible brand is more attractive and favorable for customers (Yan, & Yazdanifard, 2014). To build a positive brand image cannot be developed by the marketing strategies since marketing strategies have been proved can affect the brand image (HASKOVA, K. 2015). What’s more, as a leader in coffee industry, the brand image of Starbucks is notorious and favorable. In conclusion, Starbucks is a well-known brand with outstanding public image in the world, the green marketing strategies it played is elaborately. Therefore, use the Starbucks for the case study is representative enough. Besides, the result is significant for companies including non-coffee industry to study Starbucks’ green marketing model to build brand