International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Effectiveness of Green Marketing Strategies by Starbucks: A Consumer Perspective from Ernakulam District

Author(s) Dr. Jayapriya J, Dr. Siji M.U
Country India
Abstract The growing global emphasis on environmental sustainability has encouraged organizations to adopt green marketing as a key strategic approach to attract environmentally conscious consumers. The study examines the effectiveness of Starbucks’ green marketing strategies from a consumer perspective in the Ernakulam district of Kerala. The research investigates consumer awareness, perception, and behavioral responses toward Starbucks’ sustainability initiatives, including ethical sourcing, waste reduction, and eco-friendly packaging. Primary data were collected through a structured questionnaire from 100 respondents selected using the snowball sampling method. Data analysis using t-tests and one-way ANOVA revealed that gender has no significant influence on awareness of green marketing, whereas income significantly affects awareness of Starbucks’ sustainability efforts. The findings indicate that consumers with higher income levels are more informed about Starbucks’ green practices and demonstrate stronger positive perceptions of the brand. The study highlights the importance of effective communication of sustainability initiatives to enhance consumer engagement and brand loyalty. The results contribute to the understanding of how green marketing influences consumer behavior and provide practical implications for businesses seeking to strengthen their environmental responsibility through marketing strategies.
Keywords Green marketing, Starbucks, consumer awareness, sustainability, Ernakulam, brand loyalty
Field Arts
Published In Volume 7, Issue 6, November-December 2025
Published On 2025-11-16
DOI https://doi.org/10.36948/ijfmr.2025.v07i06.60694
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E-ISSN 2582-2160
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