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p-Index From 2020 - 2025
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All Journal Journal of the Community Development in Asia Society
Sharma, Brahmmanand
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Humanities Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : Journal of the Community Development in Asia

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Greening Starbucks: Investigating the Relationship between Consumer Green Awareness and Purchase Intentions in Malaysia Lee, Jocelyne; Lim, Sheue Hui; Batul, Atiba; Sharma, Brahmmanand; Singh, Kavita; Khor, Winnie; Raveendran, Kamini Devi A/P; Kong, Mei Ching; Kooli, Syrine; Pradhan, Samarth; Kee, Daisy Mui Hung
Journal of The Community Development in Asia Vol 6, No 3 (2023): Journal of The Community Development in Asia (JCDA)
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v6i3.2500

Abstract

Starbucks, a prominent player in the F&B industry, has integrated sustainability into its marketing strategies. Starbucks encourages environmentally and socially responsible behavior among customers. This research examines the impact of green awareness on consumer purchase intention. A survey was conducted with 120 Starbucks consumers in Malaysia, and the data was analyzed using SPSS. The findings reveal that environmental concerns, green price awareness, and social influence positively influence purchase intention. However, the study finds no significant association between green brand image, green products, and purchase intention. This research provides valuable insights into consumer perception of green awareness and its influence on purchasing decisions. It underscores the importance of genuine environmental action alongside marketing tactics. The study emphasizes the industry's role in advancing sustainable development aligned with the SDGs.
Greening Starbucks: Investigating the Relationship between Consumer Green Awareness and Purchase Intentions in Malaysia Lee, Jocelyne; Lim, Sheue Hui; Batul, Atiba; Sharma, Brahmmanand; Singh, Kavita; Khor, Winnie; Raveendran, Kamini Devi A/P; Kong, Mei Ching; Kooli, Syrine; Pradhan, Samarth; Kee, Daisy Mui Hung
Journal of The Community Development in Asia Vol 6, No 3 (2023): September 2023
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v6i3.2500

Abstract

Starbucks, a prominent player in the FB industry, has integrated sustainability into its marketing strategies. Starbucks encourages environmentally and socially responsible behavior among customers. This research examines the impact of green awareness on consumer purchase intention. A survey was conducted with 120 Starbucks consumers in Malaysia, and the data was analyzed using SPSS. The findings reveal that environmental concerns, green price awareness, and social influence positively influence purchase intention. However, the study finds no significant association between green brand image, green products, and purchase intention. This research provides valuable insights into consumer perception of green awareness and its influence on purchasing decisions. It underscores the importance of genuine environmental action alongside marketing tactics. The study emphasizes the industry's role in advancing sustainable development aligned with the SDGs.
Co-Authors Batul, Atiba Gulati, Chanda Harmony Ghani, Hanis Zahira Binti Kee, Daisy Mui Hung Khor, Winnie Kong, Mei Ching Kooli, Syrine Lee, Jocelyne Lim, Sheue Hui Lin, Jocelyne Lee Jia Mas Hassan, Hafisha Binti Ming, Gao Mittal, Kritika Pawar, Yogita Pradhan, Samarth Rahim, Noor Fareen Abdul Raveendran, Kamini Devi A/P Sin, Liem Gai Singh, Kavita Tomar, Kamini Triana, Andra Aprillia Ayu Yinuo, Guo