CSR Programs: Direct and Indirect Effect on Consumers

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Recommended: Starbucks social responsibility in its overall corporate strategy

CSR programs do have a strong influence on consumers. More specifically, it would appear that CSR has both a direct and an indirect effect on consumer responses to products, attitudes toward products, identification with a particular company and donations to non-profit organizations (Swaen & Chumpitaz, 2008).
Starbucks has been so concerned with social responsibility in its overall corporate strategy because of importance of defending its image, Starbucks is one of the defining brands of our times. For instance the company’s reputation is built on product quality, stakeholder concern and a balance approach to all its business activities. The company is also concerned about the environment, its employees, suppliers, customers and its communities. Part of the company’s image is its commitment to ethics and sustainability and that is why the company launched the Shared Planet website which has three main goals: to achieve the ethical sourcing, environmental stewardship and community involvement. The website provides information up to date about company’s initiatives to its customers.
Environmental
Starbucks is committed to reduce its operating costs and increase shareholder value through energy and water efficiency. From coffee-growing conditions in Costa Rica to the increased electricity needed to power our stores, the company takes into consideration the global impact of their business actions. For instance, by building more energy-efficient facilities and stores, conserving the energy (and water) they use and purchasing renewable energy credits, they are forced to reduce the environmental footprint of their business operations.
Regarding recycling and reducing waste, in 2013 the company is focusing on bringing customer recycling ...

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...ssified as high priority by providing quality products and healthy choices such as introduction of a new product offerings. For example, 20 % of Starbucks revenue reported was coming from the food sales. The company also joined Conservation International to ensure that the beans were sustainably harvested.

References
Swaen, V., & Chumpitaz, C. (2008). Impact of Corporate Social Responsibility on consumer trust. Recherche Et Applications En Marketing (English Edition) (AFM C/O ESCP-EAP), 23(4), 7-33.
Unknown, Starbucks Ethical Coffee Sourcing and Farmer Support, Retrieved November 14, 2013 and available at: https://www.starbucks.com/assets/6e52b26a7602471dbff32c9e66e685e3.pdf, p.1

Unknown, Environment, Retrieved November 16, 2013 and available at: http://www.starbucks.com/responsibility/environment
http://www.starbucks.com/responsibility/environment/recycling

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