GREEN MARKETING
Ironically, green marketing is the need of an hour through which organizations can effectively and efficiently protect the environment by maintaining sustainable production or eco-friendly business operations. In recent years, I found ‘Starbucks’ doing a responsible business by creating their packaging, which could be recycled easily. Earlier, there was a lot of waste at the shop when customers came out, which was a huge threat to the environment when all it went to dumping sites with no recycling procedures at all. The brand has the commitment to purchase high-quality coffee, which is ethically sourced and, most importantly, responsibly grown in order to reduce its footprint and to fight against climate change. Starbucks America started an environmental campaign where they involved customers in helping them reduce their environmental impact (Mawardi, 2018). For this purpose, they ask to bring a reusable mug and get free coffee or tea, which was the first step towards doing good green marketing and keeping the concept of Green America alive from all aspects. They reward those customers who use travel mugs and not using disposable mugs, which create waste during traveling. We choose to shop on these kinds of brands that show their environmental responsibility and sustainable production.
References
Mawardi, M. K. (2018). The Effect of Green Marketing on Brand Image and Purchase Decision. Consumer Purchase Decision: Starbucks.