ETHICAL DECISION MAKING

IN ENABLING SUSTAINABILITY
IN THE FOOD AND BEVERAGES
INDUSTRY.
Case Study

Abstract:
Over the last few decades, one of the most pressing problems facing the beverage sector has been
sustainability. In reality, many manufacturers have incorporated environmental, social, and
economic aspects of sustainability into their manufacturing process at various levels. Consumers
are modifying their behavior to include sustainable and environmental factors into their buying
decisions, which might explain their interest in sustainability.As a result, some customer focus
their purchase decisions not just on how effectively items meet their wants, but also on how they
affect the environment or society as a whole. Designing suitable interventions to promote
sustainable consumption in this environment necessitates a greater understanding of the
underlying factors. We focus on some of the most critical problems in this study, which may
drive future research in this field.

Keywords: business ethics, sustainability, beverages, managing ethical practices.

Introduction:

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The three overlapping concepts of ecologically sound, economically feasible, and socially fair
production are the most widely recognized definitions of sustainability. Business practices that
are ecologically sound, responsive to the needs and interests of society as a whole (socially
equitable), and economically possible to implement and maintain make up sustainable
production (economically feasible). Despite its significance, producers and consumers usually
link this phrase with environmental elements of production exclusively, overlooking other
significant concerns, and each producer may have a distinct interpretation of the term.Within the
beverage business, sustainability may be viewed as a strategy for differentiating companies or
goods in order to fulfill the needs of specific market segments. In reality, many companies claim
to be socially or ecologically conscious while manufacturing and selling beverages, including
sustainability into their marketing plan to strengthen their brand and market position.Consumers
nowadays make selections not just based on how effectively items meet their requirements, but
also on how these products affect society as a whole. As a result, many customers have
incorporated environmental and ecological considerations into their lifestyle choices. Firms
might gain a competitive edge and grow sales with obvious product distinction by adopting
sustainable practices. (Ng, 2011)
However, in order to ensure the beverage industry's future success, sustainability is a necessary
approach. The majority of environmental consumption consequences, according to, are linked to
a few product categories. In reality, food and drink, housing (e.g., home energy usage), and
transportation account for 70–80 percent of overall domestic consumption effects (e.g., leisure
and holiday travel). Food and drink consumption, in particular, has a large environmental impact
owing to the use of land, energy, water, and chemicals in manufacturing, as well as pollution in
the distribution system. In this view, the goal of sustainable development is to fulfill present
demands while avoiding long-term harm to future generations and the earth.
The demand side study of sustainable consumption has nearly entirely concentrated on the
environmental aspect of the idea of sustainability. While environmental psychology has mostly
focused on studying pro-environmental behaviors such as water/energy conservation or
recycling, green buying behavior has played a significant role in marketing. Social marketers,
public managers, and politicians may be able to affect customers' environmental thinking and
behavior in the long run by focusing on understanding the drivers of green purchasing
decisions.In reality, the beverage sector has implemented a number of methods to make the shift
to a circular economy as cost-effective as possible while also addressing climate-change-related
hazards to their operations. In this regard, the beverage industry could benefit from four types of
managerial practices related to Circular Economy (CE) adoption at the product level: I energy
efficiency and use of renewable energy sources; (ii) product and process optimization for
resource efficiency; (iii) product design for circularity; and (iv) waste as a resource.
The economic impact on firms seeking to comply with regulatory rules or respond to customer
preferences may be in the billions of dollars across a wide range of industries, making
sustainability potentially an industry unto itself. Demands for sustainability are affecting a wide
range of businesses, not only food and beverage. The transition from an internal combustion
engine to an electric car, for example, might be considered a "sustainability" issue. Sustainability

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is currently front-page news, because to the various disruptors in the food and beverage sector,
and most recently, owing to the impact of the COVID-19 epidemic. (Ng, 2011)

Company profile:
Starbucks is a multinational coffee roaster and retailer that initially opened its doors in Seattle's
"Pike Place Market" in 1971. As a director of retail operations and marketing, Howard Schultz
joined the business in 1982. Starbucks began delivering coffee to restaurants and expresso bars
about this time. Schultz started his own coffee shop, Il Giornale, in 1985. He bought Starbucks
two years later and renamed the company Starbucks Corporation. In addition, he developed a
Starbucks expansion plan and opened shops in Chicago and Vancouver, Canada.
Starbucks became a public business in 1992, when it issued its first public offering, with 165
locations across the world (IPO). Starbucks launched its first location outside of North America
in Japan in 1996, marking a significant milestone. The firm continues its global expansion by
opening a new store in Asia, this time in Singapore. Starbuck formed a joint venture with ‘Magic
Johnson' in 1998. A year later, the firm purchased Hear Music, a music label located in San
Francisco. In 2005, the business bought Ethos Water as part of its worldwide expansion plan.
This year, the coffee firm has over 10,000 locations throughout the world.
Starbucks created My First Starbucks Idea, its first online community, in 2008, as well as a
Facebook and Twitter business profile. Howard Schultz, the company's chairman since 2000,
returned to the post of president and chief executive officer in 2008, a position he still occupies
today. Starbucks Mobile Order & Pay was released in 2014 to enhance the company's digital
standing in the market.
Starbucks is now a multinational coffeehouse business that sells a variety of products such as
coffee, tea, and other drinks, as well as food. Starbucks' purpose is to "inspire and nourish the
human spirit, one person, one cup, one neighborhood at a time." The firm is one of the largest
coffee companies in the world, with over 24,000 locations worldwide. Starbucks has risen to the
top of the coffee-serving sector.
“In 1992, Starbucks issued an environmental mission statement. They are dedicated to learning
about environmental issues and sharing information with their partners (employees), developing
innovative and flexible solutions to effect change, attempting to buy, sell, and use
environmentally friendly products, recognizing that fiscal responsibility is critical to their
environmental future, measuring and monitoring their progress for each project, and encouraging
others to do the same.”
“Starbucks gives all of its partners the authority to make decisions that affect our brand's image.
Individual actions at work have a significant impact on how the rest of the world perceives
Starbucks, which is why it's critical that we all take ownership of Our Starbucks Mission and act
ethically in all situations. The Global Business Ethics Policy is supported by the Norms of
Business Conduct, which give an overview of some of the legal and ethical standards we are all
required to observe on a daily basis. You can get help if you're not sure what to do in a given

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circumstance. Discuss your concerns with your management, Partner Resources, or Business
Ethics and Compliance.” (Holloway, 2020)

Starbucks Singapore:
“Starbucks' Singapore operations are wholly licensed to Maxim's Caterers Limited, a Hong
Kong-based restaurant operator with several brands throughout Asia.”
On December 14, 1996, the first Starbucks coffee shop in Singapore opened at Liat Towers.
Starbucks has steadily expanded since then, with eight new locations opening in fiscal year 2007
and 12 in fiscal year 2008. Starbucks had 18.0 percent of the brand shares in Singapore's chained
cafés/bars industry in 2008. In April 2009, the company had 62 locations in Singapore, which
had grown to 65 by November 9, 2009, and continuously they have been found that they are
keep themselves engage in ethical decision making while doing their any on the decision
regarding their operations. Starbucks, on the other hand, does not disclose the net profit of its
Singapore business in its annual report, as the firm puts all of its sales outside of the United
States under the category of "International" as a whole.
Starbucks coffee shops provide more than just the best coffee from across the world. The iconic
Starbucks Experience is defined by friendly people, terrific music, and a pleasant, happy
gathering space where they put emphasis on providing the eco-friendly environment to their
customer to wittiness.Starbucks shops are meant to be comfortable and intimate, while still
allowing individuals with their own personal area to use as they like. There is something for
everyone with the combination of couches, armchairs, coffee tables and chairs, bars and stools,
and meeting room tables. (Ng, 2011)

Ethical Sourcing and Sustainable Raw Material:

In the 1970s, business ethics emerged as a subject of study. Moral concepts might be applied to
commercial operations, according to theologians and philosophers who provided the basis for
this research. Professors started teaching and writing on corporate social responsibility, which is
an organization's responsibility to maximize its good influence on stakeholders while minimizing
its bad impact. “For the past decade, social responsibility has become one of the most important
and well watched corporate trends. The purpose of the Starbucks Coffee Company is to inspire
and nurture the human spirit one person, one cup, and one neighborhood at a time”.
In today's business climate, many multinational firms are beginning to examine and appreciate
the necessity of social responsibility. Starbucks has been a proponent of ethical business
practices since its beginning in 1971. Through a variety of programs, they have incorporated
social responsibility into their entire company strategy.To reduce the company's "footprint," the
Environmental Affairs Team creates ecologically friendly practices. In addition, environmental
buying standards are being developed to decrease waste through recycling, saving energy, and
training partners. Starbucks also places a high value on creating a positive work atmosphere.
Starbucks is delighted to announce that 99 percent of its coffee is responsibly sourced.
(C.A.F.E.) is the industry’s very first rule of sustainability protocols, and this is their important

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ethical sourcing approach. Practices, which were developed in partnership with Conservation
International (CI), have helped them secure a long-term supply of high-quality coffee while also
improving the lives and livelihoods of coffee farmers and their communities. “C.A.F.E. Methods
now comprises over 400,000 coffee growers in 28 countries who are dedicated to bettering
working conditions and covering over a million hectares of land dedicated to sustainable
growing practices”. Starbucks relies heavily on coffee beans as a raw resource. (Shauna
Castrejon, 2015)

Marketing:
“We don’t believe in mass marketing,” said Peter Maslen, President of Starbucks Coffee. This
company thrives on customer loyalty and repeat purchases. We rely heavily on the in-store
experience and creating loyalty that way because we don't do advertising or traditional
marketing.” Starbucks claims to focus on gaining customer loyalty rather than investing
significantly on advertising by delivering great coffee in a calm setting for people wanting a
break from home and work.
Environmental awareness has risen significantly in recent years, as businesses have progressively
begun to include environmental protection principles into their research and development
(R&D), manufacturing, and marketing operations. Consumers are also paying more attention to
whether items are environmentally friendly and if firms are engaging in green marketing
initiatives.
Starbucks recognizes that customers pick Starbucks not just for its coffee but also for its
environment, which is favorable to socializing, reading, and studying. As a result, the company
strives to make each of its locations distinctive in some manner to create an appealing experience
for customers. It provides plenty of comfy seats in its stores, for example, so that customers feel
welcome and remain longer than they intended. Furthermore, Starbucks places each of its
locations differently depending on its location. This adaptability has contributed to the
company's long-term success.
Starbucks claims to be reducing emissions and mitigating operating practices that might
exacerbate global warming. Since 2009, the firm has used soy inks for printing and ecologically
friendly paper in all of its Taiwanese locations. They've also decreased the amount of packing
layers in their products and apparently refuse to utilize any environmentally hazardous materials.
Low-polluting, energy- and resource-saving, and recyclable items are the company's top
priorities. The Taipei City Government also awarded it the Green Procurement Benchmark Unit
at the end of 2008. Starbucks' "creative use of coffee grounds" campaign has garnered broad
customer approval; additional innovative applications for wasted coffee grounds have been
offered, in addition to being used as natural fertilizer.
Starbucks also discourages the use of throwaway cups, and in Singapore, customers who bring
their own Starbucks tumblers receive a 50 cent discount. This may not appear to be a major
undertaking, but consider it. If every one of their regular customers brought their own tumblers,
it would mean fewer throwaway cups were used, putting less burden on the planet's resources.

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However, because this program fell short of Starbucks' objectives, the company is exploring for
other ways to encourage the usage of recyclable cups or mugs. They introduced a $1 recyclable
cup in the United States and Canada, allowing customers to save ten cents on each purchase.
Let's hope this gets implemented in Singapore as well! Perhaps if Starbucks could identify its
frequent customers and provide them a bigger discount on tumblers, this effort might gain
traction and play a bigger part in environmental conservation.
Despite its claims that it focuses on establishing customer loyalty rather than advertising, there is
evidence that Starbucks does advertise. Starbucks, for example, regularly publishes and
distributes mail-order catalogs as well as catalogs of corporate presents. Starbucks leaves the
advertising and marketing of the canned and packaged items it sells through Kraft Foods, Inc. to
Kraft. This reduces the risk of Starbucks being held liable if it were to take on the job of
advertising and promoting its own products. Starbucks spent a total of US$129.0 million on
advertising in 2008, US$103.5 million in 2007, and US$107.5 million in 2006. (Shauna
Castrejon, 2015)

Customer service:
As stated in the company's mission statement: "Develop enthusiastically pleased customers all of
the time," one of Starbucks' major goals is to deliver excellent customer service. Starbucks not
only aims to develop customer loyalty by providing excellent customer service, but also through
educating customers about coffee quality and not only educating about the quality of the coffee
but to educate them to the importance of the ecofriendly environment to let them wittiness and be
responsible citizen and they put their contribution to save the earth from wastage. Each store, for
example, has an information section where consumers may learn more about the world of coffee.
The firm has a number of additional efforts in place to improve the consumer experience at its
retail locations with implicit message of being eco-friendly firm, and they tried to be ethical in
their every strategic decision making to be a responsible organization. Starbucks, for example, is
in the midst of installing wireless Internet connection in its locations. Customers may also offer
continual feedback about their experiences or any concerns they may have about a Starbucks
location via the Starbucks Web site's "comments and feedback" function. This provides as a
foundation for always enhancing the company's customer service, and with this they also provide
eco-friendly lighting set ups in their stores to let their customer to have great experience along
with saving the electricity.
Starbucks' dedication to quality implies that we take precautions to ensure the health and safety
of our consumers and for this they launch a campaign where they started their own farming to
keep they environment clean, with the commitment to keep their farmers happy, and producing
eco-friendly raw material through their ethical sourcing program. You can help by following all
correct processes for storing, handling, preparing, and serving Starbucks coffee and other goods;
striving to keep all of our facilities clean, hygienic, and safe; and continuously researching
methods to maintain and improve Starbucks quality standards and practices. If you become
aware of anything that implies a product, procedure, or circumstance may represent a health or

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safety risk, please tell your management immediately. Starbucks has protocols in place for
instances like these, and your manager is aware of them.
Despite the significantly higher price of their products, chained specialty coffee shops such as
Starbucks are able to attract the student population in Singapore. While the experience of exotic
culture that Starbucks may give is one of its primary draws, students are more drawn to the
friendly ambiance of its locations.Despite the fact that a normal Starbucks outlet has a lot smaller
retail area than a regular coffee shop, Starbucks provides a far more appealing environment for
students to meet and study. While many coffee shops are hot and humid (despite fans), the
majority of Starbucks locations are air-conditioned. While it may be difficult to find a power
outlet to recharge one's laptop in a regular coffee shop, Starbucks generally provides free
wireless Internet connection in its locations. Additionally, although a normal coffee shop is loud
and well lighted, Starbucks provides a relaxing atmosphere with quiet music and dark lighting.
As a result, Starbucks has become the “usual” meeting place for students.
Coffee use is prevalent in the life of many, if not all, Singaporeans. Many Singaporeans,
regardless of age, consume coffee every day, at practically any hour of the day. (Ferrell, 2019)

Retail Space in Singapore:

Singapore's retail space may be divided into five regions: north, south, east, west, and central.
Commercial zones can be split within each category. Businesses can position their outlets in
high-pedestrian-traffic locations such as the Orchard, Marina, and Sentosa districts in
Singapore's Central region.The island's total shop space was estimated to be 3.22 million square
meters at the end of 2007, and the average net annual take-up of private shop space – that is,
shop space that is not owned by government agencies such as the Housing and Development
Board – has been 23,000 square meters over the past decade, slightly higher than the average net
annual supply of 20,000 square meters.The oversupply of retail outlets in Singapore is a concern
that operators must bear in mind, along with rising business costs such as rising leasing prices:
every urban retail mall will have at least two cafés. However, there is still space for competition,
since new key locations in Singapore that are suited for chained specialty coffee selling will be
available shortly.
The “Starbucks Greener Locations” framework will be based on a set of performance standards
that will guarantee that the company's approach to planning, developing, and running its
company-owned stores sets a new standard for green retail.The framework for Starbucks Greener
Stores will be open-sourced to benefit the whole retail sector.
“Simply said, we want to provide sustainable coffee that is also sustainable.” By Kevin Johnson
Over the next ten years, the “Starbucks Greener Stores” concept is expected to save the firm $50
million in utility costs. This builds on Starbucks' ten-year history of saving money on utilities
thanks to Greener Store policies, which has already saved the company $30 million in yearly
operating expenses,this framework is the next phase in Starbucks' environmental stewardship
strategy, taking a comprehensive approach to shops and their role in ensuring the long-term
sustainability of our natural resources, when firms take the lead and exhibit leadership, other

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businesses are more likely to follow suit and make commitments of their own, resulting in even
more beneficial outcomes, Starbucks' willingness to independently verify a large-scale,
complicated deployment of a sophisticated, impact-driven, and creative multi-attribute Greener
Stores initiative to address climate change exemplifies leadership, honesty, and transparency, all
of which are key principles shared by SCS, Starbucks' commitment to a more sustainable future
has been bolstered by the unveiling of a green building framework that goes beyond construction
and design to address long-term, environmentally responsible operations. The “Starbucks
Greener Stores” framework, which is based on the LEED certification program and sustainable
operations, will provide a complete model and broad environmental reach that is universal in
design but most applicable to the retail business. (Hoberock, 2015)
 ENERGY EFFICIENCY AND WATER STEWARDSHIP: Implementing technology
and practices that save 30 percent water and 25 percent energy as compared to previous
store design practices.
 RENEWABLE ENERGY: Investing in country-specific solar and wind projects to
power shops with 100 percent renewable energy.
 HEALTHY ENVIRONMENT: Including lighting, noise, air quality, and temperature,
designing and managing stores to offer a comfortable environment that promotes
wellbeing for partners and consumers.
 RESPONSIBLE MATERIALS: Assuring that store materials and goods are supplied
responsibly and sustainably.
 WASTE DIVERSION: Creating and operating shops in a waste-reduction mode.
 ENGAGEMENT: Creating a sustainable culture and encouraging partners to take
action, stay educated, and participate in sustainability problems and practices. (Ferrell,
2019)

Future Landscape of Central Singapore:

Starbucks Sakura Singapore:
With the Starbucks sakura 2021 line, we welcomed spring. Starbucks, on the other hand, appears
to have heard our pleas about not being able to get enough of these gorgeous flowers. With
additional sakura-themed treats, the latest Starbucks collection symbolizes the spring season we
can't physically enjoy in Singapore. This collection's reusable drinkware, containers, and cutlery
urge us to help the environment by lowering our carbon footprint.
Sustainable containers and cutlery:
The Swell Food Bowl Set is the most notable piece in this collection. The insulated stainless
steel container is small enough to fit in your tote bag but large enough to hold your dapao-ed
lunch. It is excellent for both hot and cold meals. This container features a triple-layer wall that
keeps your food at the proper temperature until it's time to eat, which is ideal for meal preppers.
It has a 473ml outer bowl and a 296ml inner prep bowl. The inside prep bowl is freezer,
dishwasher, and microwave safe, so you can keep it in the fridge or heat it up on the go.

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The dates have been determined. Many flashy new malls will soon be opening along Singapore's
famed retail strip along Orchard Road, as well as a new extension to the Marina Bay region and,
of course, the Resorts World in Sentosa. These malls will assist to attract both local and tourist
customers.Let's have a look around the Orchard. The year 2009 was a watershed moment for
Orchard Road, which has seen a significant transformation, with over half of its major malls
undergoing restoration or development. Several retail malls have received renovations, including
Paragon and Centre point Mall. ION Orchard and Orchard Central, two high-profile retail malls
that debuted earlier this year, have “outside the box” shop areas and outstanding architectural
features. The $700 million ION Orchard, which is located above Orchard MRT, and the $650
million Orchard Central, which is located adjacent to Somerset MRT, are both located in ideal
locations near transportation hubs.The 117-meter frontage of ION Orchard, an eight-story mall
with a retail mix of known brands, landmark stores, and new-to-market businesses, combines
media architecture and a panoramic observation deck that delivers a multi-sensory shopping
experience. (Corporation., 2017)

Sustainability:
“I see today as a watershed moment for our company, as we express our worry for the future of
our world and pledge to do more.” Says CEO Kevin Johnson.
“We can preserve trees individually, but we can save forests together. When you visit us, let our
baristas know you'll be enjoying your drink in the shop and ask for one of our "for here" mugs or
cold cups. We also offer CPLA (corn starch-based material) biodegradable straws, but you're
welcome to bring your own reusable straw.” “Take only what you need of straws, stoppers,
napkins, stirrers, and other items to reduce waste. On request, we will supply biodegradable
disposable cutlery for take-out orders”, “Bring your own reusable bag instead of paper bags on
your next coffee run. What if you don't have one? Starbucks sells tote bags and reusable bags on
a regular basis; keep a look out for them on your next visit”, “We make a lot of coffee at
Starbucks, and we're glad to share our leftover grinds with you. Let our shop managers know
about your gardening needs, and we'll set aside some of our old coffee grinds for you.” (Gaille,
2015)
Embracing Sustainability in Training:
At Starbucks, they refer to all of their baristas and employees as partners - not just coworkers,
but members of a family with a voice and a role to play in achieving a common goal.
Sustainability is instilled in theirpartners from the start, when they teach them about their
company's history and principles. It's part of their training materials, which explain how they
incorporate sustainability into everything they do. Partners also benefit from a greater
understanding of the simple coffee bean's history, location, and socio-political problems. This
ties together the many aspects of their organization and emphasizes the necessity of sustainable
practices. (Tepper, 2014)
Celebrating Milestones together:

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Starbucks gave out reusable cups to customers on September 9th to commemorate the fact that
99 percent of Starbucks coffee is ethically sourced, with the remaining 1% representing their
ongoing pursuit of improvement – it was also their way of honoring their equally committed
partners who have stayed with them over the years, starting as baristas and progressing to
champion sustainable practices. (Pahl, 2018)
Starbucks has a lofty goal of being a resource positive corporation, taking less and giving more
to the environment in all aspects of its operations, including coffee. Starbucks buys coffee from
over 400,000 growers in 30 countries across the world and is committed to ensuring that coffee
has a long and prosperous future, Starbucks established targets to achieve carbon neutral green
coffee and reduce water consumption in green coffee processing by 50% by 2030 to safeguard
the supply chain's resiliency, the people who make it possible, and the world we all share, these
coffee-specific environmental goals are a natural extension of the C.A.F.E. (coffee and farmer
equity) Practices initiative. Farmers that participate in the program had greater production than
the national average, according to evidence. This has assisted Starbucks in securing a long-term
supply of high-quality coffee while also having a beneficial influence on the lives of coffee
growers and their communities, Starbucks is now focused on its carbon and water footprints at
Origin – or what the business refers to as "the first ten feet" – in support of the firm's goal to a
Planet Positive future. Starbucks is addressing its greatest source of greenhouse gas (GHG)
emissions in coffee before the rest of the coffee value chain with this focus on on-farm
operations and land use reform (like transportation, roasting, or packaging).
Starbucks will utilize three key techniques to reach its 2030 goal of carbon neutral green coffee,
decreasing greenhouse gas (GHG) emissions in coffee at origin and compensating for any
residual emissions. (Team, 12)
 Providing farmers with precision agronomy technologies to reduce carbon emissions in
the Starbucks supply chain: Starbucks is assisting farmers in understanding the exact
minerals and fertilizer needed to enhance farm output through Farmer Support Centers
and a new soil scanning smartphone app. To date, more than 11,500 soil and foliar
samples have been gathered. Farmers can target and reduce fertilizer use, which helps to
reduce carbon emissions on their farms, while also increasing agricultural production,
using these tailored, farm-specific solutions.
 Climate-resistant tree varieties are being promoted and disseminated: Starbucks' open-
source agronomy strategy allows the firm to share research, seeds, and seedlings with
farmers all around the world, assisting them in coping with climate change. These rust-
resistant climate-resistant varietals let farmers to grow more coffee on the same area of
land, resulting in lower total carbon emissions.
 At-risk forests in major coffee landscapes are being protected and restored: The coffee
sector faces the biggest climatic threats from land use change and deforestation.
Starbucks will invest in forest and landscape conservation and restoration initiatives in
coffee-producing countries, beginning in Colombia and Peru, in collaboration with
Conservation International. These agroforestry initiatives will help freshwater habitats

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 and coffee communities while also removing carbon and supporting the carbon neutral
route. (Gaterman, 2018)

Summary:
This study is about Starbucks and how the organization is being involve in their ethical decision
making and what steps they are taking in their consideration to make their organization
sustainable in future and stay eco-friendly along with the being remain competitive in the
industry, and they are working on different areas to achieve the sustainability goals, Starbucks
has identified several key areas where it can have a significant impact by 2030, including
expanding plant-based and environmentally friendly menu options, switching from single-use to
reusable packaging, investing in innovative agricultural, water conservation, and reforestation
practices, looking for ways to better manage waste (including food waste) in stores and
communities, and developing more eco-friendly products.
The Starbucks FoodShare program, NextGen Cup Challenge, becoming a leader in L.E.E.D.
(Leadership in Energy and Environmental Design) stores, investments in renewable energy, and
a goal to eliminate plastic straws by the end of 2020 are just a few of the ways the company has
partnered with other organizations and invested in ways to bring sustainable practices to scale. In
addition, it has worked for two decades with Conservation International to accomplish the goal
of ethically sourcing 99 percent of coffee through C.A.F.E. (Coffee and Farmer Equity) methods.
According to research, following C.A.F.E. practices has reduced the company's carbon footprint
by more than half over the years. (MUTALIB, 2012)
Starbucks is a coffee company with over 24,000 locations around the world. The firm has been a
proponent of ethical business practices since its beginning in 1971. Starbucks is a well-known
brand globally so it has great number of market share and so they become so much responsible
towards the society because customer look at them as what they are doing for the betterment of
the society, and Starbucks has a lot of contracts with different companies, NGO’s and
governments to do something for the betterment of society. They are so much ethical in their
decision making and they have been engaging themselves to produce ethical rat material and
they are doing for their farmers to keep them healthy and wealthy. They are looking for the
greens store to reduce the waste and be efficient to save money, land, electricity and many more
things while going for go green store concepts. They do not believe in mass marketing but they
do some implicit marketing keeping in view the sustainability and ethical decision making. In
Singapore, customers who bring their own Starbucks tumblers receive a 50 cent discount. Since
2009, the firm has used soy inks for printing and ecologically friendly paper in all of its
Taiwanese locations. Starbucks introduced a $1 recyclable cup, allowing customers to save ten
cents on each purchase.
Coffee giant Starbucks is working with partners and customers to improve their sustainability
efforts. The coffee giant will provide farmers with precision agronomy technologies to reduce
carbon emissions in the supply chain. It will also promote climate-resistant tree varieties and
protect forests around the world. They offer biodegradable disposable cutlery, reusable bags, and
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recyclable straws for takeout orders. And through all these activities they are doing something
for the betterment of society, and to save the earth from emissions and waste. Likewise saving
the electricity though go green store concept. Starbucks is one the most successful organizations
of the world and they are doing come CSR and making ensure that they are involve in ethical
decision making and keeping in view their future growth and long run sustainability. (Ferrell,
2019)

Recommendations:
Increase the amount of time new baristas spend learning the ropes: New Starbucks partners are
put to the test almost immediately. They don't learn anything about the company's history,
MyStarbucksRewards, the Starbucks experience, or even coffee and espresso drinks. It is
essential to memorize beverage recipes, but there is much more that has to be done. In my
interactions with baristas, I've found that new partners are generally on the floor, at the register,
or behind the bar by day three to five. Most partners tell me that MyStarbucksRewards doesn't
even have a module for it, despite the fact that it now accounts for a large amount of
transactions.You'll need to raise the training if you want to create an "elevated" Starbucks
experience. The present training of 21 to 25 hours is insufficient.
Make time for coffee education, including customer-led coffee workshops: There isn't enough
time for coffee instruction, and most consumers have never had the opportunity to sample coffee
in a store. Sharing your passion for coffee with consumers is one method to spread enthusiasm
for the whole bean coffee wall. It's a sign that someone understands a subject well when they can
teach it to others: it'd be wonderful to start a customer coffee master program! (I'd be willing to
be the first customer coffee barista!) Customers' enthusiasm for coffee is untapped, as seen by
threads like this one on MyStarbucksIdea.com. Fundamentally, though, partners should be given
time to complete their coffee passports. (LIM, 2017)

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Links

https://blogs.ntu.edu.sg/hp331-2014-24/the-organizations-and-their-efforts/starbucks/

https://www.greenplan.gov.sg/key-focus-areas/sustainable-living/

https://www.starbucks.com.sg/about-us/social-impact

https://sdgs.un.org/goals/goal11

https://www.starbucks.com/responsibility

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