Corporate social responsibility - a case study of Starbucks.

• Main Author: Chan, Mirabel.
• Other Authors: School of Humanities and Social Sciences
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Social sciences::Sociology::Social behavior
• Online Access: http://hdl.handle.net/10356/51543
• Institution: Nanyang Technological University

This study aims to provide insights into the role of consumers, via consumer behaviour, in businesses that adopt an integrated approach to Corporate Social Responsibility (CSR). Starbucks demonstrates the importance of adopting a holistic approach to CSR, and therefore affords as an interesting case study. Borrowing the theories of Treadmilll of Production, Ecological Modernisation, Reflexivity, and a Classification Model of Environment-Behaviour Systems, this study hopes to capture the dynamics of the societal processes involving customers and their interaction with the environment. The study concludes that while Starbucks may have incorporated environmental initiatives into its operations, it has not trickled down to the level of consumers nor garnered the awareness of consumers as reflected in the minimal participation in its environmental initiatives. Nonetheless, it is important to increase consumer involvement if companies wish to induce changes in behaviour and turn its CSR from one that is perceived as a tool, to one that is seen as sincere effort toward environment sustainability. This study further provides recommendations on how the corporation can increase consumer involvement in its effort to play a part in environmental sustainability.