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Essay / CSR programs: direct and indirect effects on consumers
CSR programs have a strong influence on consumers. Specifically, it appears that CSR has both a direct and indirect effect on consumers' reactions to products, their attitudes toward products, their identification with a particular company, and their donations to nonprofit organizations (Swaen and Chumpitaz, 2008). Mindful of social responsibility in its overall corporate strategy due to the importance of defending its image, Starbucks is one of the defining brands of our time. For example, the company's reputation is based on product quality, concern for stakeholders and a balanced approach to all its business activities. The company also cares about the environment, its employees, its suppliers, its customers and its communities. Part of the company's image is its commitment to ethics and sustainability. This is why the company launched the Shared Planet website which pursues three main goals: achieving ethical sourcing, environmental stewardship and community involvement. The website provides its customers with up-to-date information on company initiatives. EnvironmentalStarbucks is committed to reducing operating costs and increasing 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 considers the overall impact of its business operations. For example, 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 commercial activities. In terms of recycling and waste reduction, in 2013, the company strives to bring customers' recycling...... middle of paper ...... as a high priority by providing quality products and healthy choices, such as introducing a new product offering. For example, 20% of Starbucks' reported revenue came from food sales. The company also joined Conservation International to ensure the beans were harvested sustainably. ReferencesSwaen, V. and Chumpitaz, C. (2008). Impact of corporate social responsibility on consumer confidence. Research And Applications In 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.1Unknown, Environment, accessed November 16, 2013 and available at: http://www.starbucks.com/responsibility/environmenthttp://www.starbucks.com/ responsibility/environment/recycling