BSc (Honours) Hospitality Business Management

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Faculty of Organisation and Management

BSc (Honours) Hospitality Business Management

Title: Analysis of Green Practice in Hong Kong Starbucks Coffee FULL NAME: LAU Yik Tung STUDENT No: 91203485 Month Year April 2009

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Sheffield Hallam University Faculty of Organisation and Management Title: Analysis of Green Practice in Hong Kong Starbucks Coffee FULL NAME: LAU Yik Tung STUDENT No: 91203485 Supervisor: Professor Ray Pine In partial fulfilment of the requirements for the degree of Bachelor of Science in Hospitality Business Management. Month Year April 2009

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Acknowledgements I would like to thanks my supervisor- Professor Pine that gave me a fully support. Prof. Pine always gives me a clear instruction and guidelines on the process of the dissertation. Those advices can let me to have the amendment on my work. Instead of my professor, I am grateful to my partners that offered me the clear situation that Starbucks implementing. They were all willing to answer my question and wasted their break time and lunch time to finish the interview.

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Abstract

Earth Hour 2009 has just finished at 28th March. Hong Kong participated in this activity this year. It is going to resist the climate change through the cooperation of the countries in the earth. Environmental issue has become one of the major concerns in this few years around the world. In the website of world Wide Fund, it developed a carbon calculator to calculate the daily emission of carbon. (WWF, N/A) It is showing human are showing consideration on environmental protection. Green Practices is a new concept brought into the hospitality industry. Performing Green Practices are critical to the long-term success for the business sustainability. Increasing numbers of firms as well as the public have been aware of the trend and thus participate in these activities. This study is going to find out the effectiveness of the environmental protection practices in the catering industry by examining any existence of the problem between the adoption and the level of participation in the Green Practices in Starbucks. Reasons for the existence of the problem are identified by some barriers towards the implementation of the Green Practices. The major point to be discovered is the impact of customer connected with the environmental practices for the service industry. In this study also provides research and analysis are provided some considerations when choosing to adopt any environmental practices to the catering industry with.

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Content Page

Acknowledgements ...................................................................................................... 3 Content .......................................................................................................................... 5 List of Tables ................................................................................................................. 6 1 Introduction ............................................................................................................ 7 2 Literature Review ................................................................................................ 11

2.1 Concept of Literature Review .............................................................. 11 2.2 Concept of Green Practice ................................................................... 12

2.2.1 Green Practice launched by Starbucks .................................... 16 2.3 Development of green practice in Hospitality Industry .................... 18

2.3.1 Green Practices related to Hospitality Industry ..................... 18 2.3.2 Green Practice related to Catering Industry ........................... 19

2.4 Factors influencing Green Practice in food service outlets ............... 21 2.4.1 Company Perspective (Supply side) ......................................... 21 2.4.2 Customers perspective (Demand side) ..................................... 22

2.5 Challenges and barriers facing the Green Practice ........................... 23 3 Research Methodology ........................................................................................ 26

3.1 Concept of research methodology ....................................................... 26 3.2 Research Method................................................................................... 26 Source of Data ................................................................................................... 28 3.3 Data collection method ......................................................................... 29 3.4 Sampling Design .................................................................................... 30 3.5 Design of questionnaire ........................................................................ 33

4 Results and Discussion ......................................................................................... 35 4.1 Knowledge about the GP launched by Starbucks .............................. 35 4.2 Identification of the problem ............................................................... 37

4.2.1 Awareness towards Green Practices adopted by Starbucks .. 37 4.2.2 The consideration of adopting GP in Starbucks ..................... 41

4.3 Barriers for the implementation of Green Practices ......................... 43 5 Recommendations for improvement .................................................................. 44

5.1 Conclusion ............................................................................................. 44 5.2 Recommendation ................................................................................... 47

References ................................................................................................................... 53 Appendix 1 .................................................................................................................. 59

1.1 Template questions for interviewing staff ........................................... 59 1.2 Template questions for interviewing customer ................................... 60

Appendix 2 .................................................................................................................. 61 2.2 Main points of Interviewee B (Staff) ................................................... 63 2.3 Main points from Interviewee C (Staff) .............................................. 65 2.4 Main points of interviewee D (Customers) ......................................... 67 2.5 Main points of interviewee E (Customer) ........................................... 69 2.6 Main points of interviewee F (Customer) ........................................... 71

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List of Tables Page

Table 2.1 - A conceptual frame work for Green Practice in the restaurant industry………14 Table 3.1 - Descriptive profile of respondents…………………………………….32 Table 5.1: Ten-point plan for Starbucks in Hong Kong…………………………..48

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1 Introduction As a “Paradise of Delicacies”, the Catering Industry takes up a significant role and it

is a part of the key industries in Hong Kong. However, the amount of pollution

increased at a much more rapid rate than the increase in population in Hong Kong.

The catering industry produced a large portion of disposable utensil items every year.

Instead of disposable wastage, water pollution, food wastage and electricity

consumption are mainly produced from catering industry.

The environmental condition is deteriorating seriously. For the latest ten years, the

amount of pollution increased exceedingly far more than the increase in population in

Hong Kong. Lau (2007) stated the pollution rate growing in double-digit rate

comparing to the Hong Kong population increased in 5.89%. This situation implies

high consumption on the resources but low level of supporting the environmental

protection issue by the Hong Kong residents. Yung (2006) stated the continuous

dumping of solid waste will create the problem of saturation of landfill in the near

future, within six to ten years. The five main fast food chains in Hong Kong including

McDonald’s, Fairwood, Cafe de Coral, Maxim’s and K.F.C.. They are altogether

producing large portion of waste, with about twenty-seven million of disposable

utensils in a month.

“Building a better world involves small steps, such as local recycling and resource

conservation. It must also involve, huge, heretofore unimaginable steps, such as

cooperation with competitors in a master plan to ensure the livelihoods of indigenous

populations, the preservation of cultural artifacts and traditions and the protection of

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ecologically sensitive areas - and thereby the very foundation of the tourism industry.”

Conner (1999: 96)

Today, as the active propagation of green practice increases, more and more

restaurants are establishing their own statement on Green-activism. (White, 2004) In

1992, Starbucks constructed its own environmental mission statement. Their

environmental mission statement of “Contribute positively to our communities and

our environment.” and “It is committed to a role of environmental leadership in all

facets of our business, including: Understanding of environmental issues and sharing

information with our partners; Striving to buy, sell and use environmentally friendly

products; Instilling environmental responsibility as a corporate value; Recognizing

that fiscal responsibility is essential to our environmental future” (Starbucks Coffee,

2007) It is worth to investigate how the Starbucks can reduce their wastage from that

area and how to motivate consumers in respond to the green practice. Cooperation

between the catering business and customers on the green practice can protect the

environment for the next generation. Both of them had the responsibility to decrease

the damage of the ecological environment.

The widespread of environmental down tern has become a significant issue as it affect

the next generations deeply. Attention is paid by some environmentalists who have

identified the situation as the biggest business issue within these days (Kirkpatrick,

1990) as well as in the next century (Schmidheiny, 1992). Thus, it is the human’s

responsibility to save the limited natural resources by managing energy and resources

effectively. Both consumers and catering business are holding the same viewpoint

towards the need to protect and conserve the environment (Peattie, 1992). The

problem leads to the adoption of different environmental protection practices, so

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called Green Practices, by some catering business. The aim is to promote sustainable

development for the business and the industry in the long term consideration.

According to Juniper and Moore (2003), it stated that the protection of environment is

essential for all companies should take the social responsibility. They also bring in the

concept of Corporate Social Responsibility (CSR) into the industry (Auden, 2002;

Bansal & Roth, 2000; Schaefer, 2004). CSR is a long term strategy that leads to

sustain the business. It gives a great benefit to the business, especially it is building up

of positive corporate image among the public (Bahattacharya & Sen, 2004; Green et.

al. 1998; Murray & Vogel, 1997). The environmental protection practice is a critical

issue for the operation success of services, with cost, image, customer service and

sales implications (Dunn et. al., 2000).

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Aim and Objectives

Aim:

Find out the effectiveness of launching Green Practice in the catering industry.

Objectives:

There are some purposes of this study:

1. Investigation of the customers’ attitude and awareness of the existing Green

Practices.

2. Identification of problems and reasons between Green Practice adopted and

customers awareness and participation

3. Analysis of the strategies and identification of possible difficulties for launching

Green Practice.

4. Recommendation and suggestion for improve the problem from customers and

staff appropriately.

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2 Literature Review

2.1 Concept of Literature Review

The term literature is employed to include anything appropriate to the topic. (Mauch

and Birch, 1998) According to White B. (2000), literature review is going to ensure

the dissertation is necessary replication of work that had been carried out already. And

through the literature review can give information to define some of the concepts

and/or theories. Also, literature review can strengthen the point of view in the

dissertation that confirm and support thoughts and ideas of the researcher. After

supporting the idea, it can inform the research design and methodological approach.

Fisher C. (2007) states that the purpose of literature review is to gain a wider

perspective, is to eliminate requirements of rediscover the knowledge that has already

been reported. Also, literature review helps to build up the work that has been done in

the field already. It is important to search the literature thoroughly and to identify the

most useful materials, to ensure the things have not been missed.

The dissertation is better to based on valid and well developed concept and theories,

otherwise it will be powerless. (Fisher C., 2007)

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2.2 Concept of Green Practice

Green Practice (Choi and Persa, 2006), it is a terminology of environmental protection

practice. The term “green”, “environmental friendly”, “environmentally sustainable”

and “eco-friendly” etc are used in an interchangeable manner. Environmental concern

becomes a serious problem in this few years. The studies in the past concluded that

the wide range of the term such as environmentally sustainable. It may let the

customers confuse. Therefore, “Green Practice” will be substituted for

“Environmental Protection Practice” in this study. For the research of this study, it

concentrates on the Green Practice by the selected catering business in a manner

which is sensitive to the sound

Field (2008) said a brand has always connecting with the environment closely.

Chanlett (1979: xvii) believes that “Environmental Protection is man-centered.” To

enhance the quality of life, human beings are trying to extract different resources from

the environment but still continue to inject the “rubbish” back into the eco-system. It

is obvious that the environmental situation is deteriorating rapidly through the

human’s destruction. It does not only destroy the ecological environment, but also

damaged the social communities. (Choi and Parsa, 2006) Facing the situation, people

start to aware the serious consequences and try to investigate more about how to save

and conserve the earth. Thus, environmental protection concept is established.

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Perspectives of Green Practice

Environmental protection can be carried out by focusing on different aspects.

However, with such a board term, different scholars hold different point of views on

the classification of the issues. Porter (1991) defined environmentally friendly

practices as “the operational or procedural modifications implemented at production

sites for the benefit to the environment.” Kirk (1995) broke down environmental

protection action into “environmental impact aesthetic, cultural, ecological and social;

sustainability; resource management; and pollution.” Choi and Parsa (2006) set up the

framework for green practices and three perspectives, health, environmental and

social concern are identified (Table 2.1).

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Table 2.1 A conceptual frame work for Green Practice in the restaurant industry.

Resources: Choi and Parsa (2006, p46)

In table 2.1 is showing the GP divided into three perspectives with ten dimensions.

Through implementing the Green Practice, it can offer a lot of advantages for the

community. For the <<Hong Kong Ecological Footprint Report 2008 >>stated Hong

Kong people were consumed a large quantity of natural resources reported by WWF

(2008). People start to buy and aware of organic, low fat food to maintain the healthy

body. It can reduce the emission of carbon as well.

For the environmental concern, it can through reduce the damage to the earth as a core.

It can apply the “three Rs” concept as well. Such as saving the natural resources,

using the reusable items, recycling etc to implement the practice

For the social concern, Choi and Parsa (2006) stated Starbucks donated coffee to the

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fund raiser of CARE. It is a way to give back to the community. (Starbucks,)

Besides, Mc. Donald is also providing community service to perform their social

responsibility.

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2.2.1 Green Practice launched by Starbucks

As a one of the representative of nations green retailers in the world (Field, K., 2008),

Starbucks Coffee has it own mission statement for the environmental, it is committed

to a role of environmental leadership in all facets of our business, which involve:

Understanding of environmental issues and sharing information with our partners;

Striving to buy, sell and use environmentally friendly products; Instilling

environmental responsibility as a corporate value; Recognizing that fiscal

responsibility is essential to our environmental future” (Starbucks Coffee, 2007)

According to Field, K. (2008) Starbucks hopes to reduce the usage of in-store energy

by 25%, and to power 50% of its consumed energy by wind at the beginning of 2010.

Starbucks Coffee has launched “Use your own mug/ tumbler”. It means if the

consumer use their own cups to enjoy coffee that can reduce the price of buying a cup

of coffee. In Hong Kong, it can reduce HKD$3 per cup of coffee. Consumer can buy a

cup of coffee in cheaper price. Also, consumer can help to reduce the usage of paper

cups, it is environmental friendly. It is reducing the cost of running the business.

Instead of “use your own tumbler”, there are some other programs on green practice.

Starbucks is willing to provide used coffee grounds for free to the consumer as a

fertilizer for plants. (Vault, 2008; Starbucks Coffee, 2008) Used coffee ground is very

useful that can enrich the soil. It can apply “Reuse” in the concept of “Three Rs” (Hart,

1993). In Japan, coffee grounds can be an ingredient to make paper. It was realized by

a team of Starbucks staff. The Starbucks newsletter was made from it. It is “Recycle”

in “Three Rs” (Hart, 1993)

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In 1997, Starbucks designed and started to use a hot cup sleeve made by corrugated

paper that can reduce hot from freshly brew coffee. The hot cup sleeves can replace

the double cup when serving hot coffee before. That can reduce the wastage of the

paper cups. (Innovation Exchange, 2009)

Facing the situation of Starbucks is wasting 23.4 million of water a day accused by

the public (Lorraine and Flynn, 2008; Day, 2008). The tap on the bar calls “dipper

well” are running non-stop in the opening hour. “Dipper well” is a place for placing

and washing spoons. Because of the hygiene standard, the dipper well “has to work”

on business hour. Recently, the dipper well stopped running water (Flynn, 2008). The

sink still placed spoons but no more water keep running.

In November last year, Starbucks in US cooperated with (RED), which is a business

that can help to increase the awareness and donate to some global fund. If consumers

using the (Starbucks) RED card to purchase, Starbucks contribute five cents for the

transaction directly to save the lives in Africa. ((RED)TM, 2008)

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2.3 Development of green practice in Hospitality Industry

Because of the Corporate Social Responsibility (CSR), many businesses take the

responsibility to the environmental protection. In the past study, many researchers

(Bhattacharya and Sen, 2004; Murray and Vogel, 1997; Lord, Parsa and Putreve, 2004)

pointed out if the company took the CSR, the consumers towards those companies

had more positive image and attitude intension.

According to Dittman D.A. (1996), there are many hotel companies have a long

history of responding to environmental concerns and leading the responsibility of

making the industry more energy efficient and reduce the unnecessary pollution and

waste. “Green Practice (GP) has become a major concern in the catering industry as a

means of increasing social benefits and for sustaining business in the long run.” (Choi

and Parsa, 2006:41).

2.3.1 Green Practices related to Hospitality Industry

The hospitality has identified a clear role in relation to the environmental protection

responsibility. From the report of International Hotel & Restaurant Association (2001)

stated that the top priority for the hospitality industry should be environmental

management practices. Also, Green measures are particularly essential for the

hospitality industries”. Thus, the hospitality industry acts as the leader to protect and

conserve the environment.

From the very beginning, the businesses in the hospitality industry did not pay much

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attention to the environmental issue. The first activity was Agenda 21, which was an

action plan for the sustainable development, adopted at the Rio Earth summit 1992

that motivated the further action (Chan and Lam, 2001). Following the Agenda 21, the

Prince Wale launched the International Hotels Environment Initiative in 1993. Under

the program, eleven major international hotel chains agreed to work together to

implement a campaign to protect the environment (IHEI, 1993). By the next year, the

Hotel & Catering Institute Management Association participated in Green Globe

which was a program for enhancing the awareness of protecting environment In

1996, Agenda 21 was announced for the Travel and Tourism Industry to develop

tourism sustainability, followed by the launching of Green Tourism Business Scheme

(GTBS) in 1998, which can be seen as an incentive for further environmental

protection action (Kirk, Lynch and Tzschentke, 2007). Lots of organizations and

campaigns were embarked during the 1980s to 1990s. The trend reflected growing

emphasis on environmental protection under hospitality industry and sustainable

development.

To sum up, more attention is paid to the hotel industry instead of the catering industry.

As well as the research work, there has been little coverage on Green Practice for the

restaurants, fast food outlets and other food service outlets.

2.3.2 Green Practice related to Catering Industry

Some of the leading organizations in the hospitality, such as the International Hotel &

Restaurant Association (IH&RA) has helped to raise the awareness of the

environmental issue among the its members. For instance, the IH&RA Annual

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Environmental Award started in 1990, which conducted with the cooperation of the

United National Environment Programme (UNEP), is used to recognize hospitality’s

outstanding and proactive work to protect the environment IR & HA (2008). Another

representative is the Hotel Catering & Institutional Management Association (HCIMA)

worked in cooperation with the World Travel and Tourism Council by organizing a

program known as “Green Global” (HCIMA,1994). Positive results have brought by

this program as environmental values is being included in their mission statement

(Kirk, 1995). Some more representative organizations include Green Restaurant

Association which founded in 1990 especially for tackling the US environmental issue

facing the restaurants and coffee shops (Wallace, 2005). Similar organizations are also

found in Hong Kong. For instance, the Environmental Protection Department (EPD)

promoted the concept of Green Restaurant in 2003

(http://www.greenrestaurant-hk.org/) and the Business Environment Council (BEC)

which launched “Green Hotels and Restaurants” program, all of them show the

increasing awareness of environmental issue in Hong Kong recently. However, most

of the practices are just targeting on the companies side. The job to enhance the

awareness and encourage for participation in Green Practice by the customers still

need improvement.

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2.4 Factors influencing Green Practice in food service outlets

Previously, it has briefly talked about the evolution of Green Practice within the

hospitality and food service industry, people generally have increasing concern and

upholding the importance of applying GP. The next step is to consider and find out

what inducement or motivate people to support and adopt the environmental practice?

In this part, it is going to summarize the main reasons for environmental practices

identified through the previous literature and are being grouped into Company

perspective and Consumer perspective in this study.

2.4.1 Company Perspective (Supply side)

There are some more reasons that forcing companies to adopt Green Practices.

Internally, incorporating Corporate Social Responsibility (CSR) is one of the major

concern in which GP is an important tool being included and valued as to give

something back to the earth (Choi and Parsa, 2006).CSR can strengthen the brand,

and the confidence from consumer. GP is a great challenge also a critical point to

decide companies’ sustainability in the market (Auden, 2002; Bansal & Roth, 2000;

Schaefer, 2004). It provides the positive corporate image (Carlson et. al., 1996),

greater market penetration, strengthen customer relations to build up their loyalty, cost

saving (Prakash, 2002) as well as increase overall performance of the company

(Arnold and Handelman, 1999).

Externally, some studies found that companies’ decisions to adopt environmental

management practices are influenced by the desire to improve or maintain relations

with their communities (Delmas and Toffel, 2004).

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2.4.2 Customers perspective (Demand side)

Increasing number of consumers are asking “What can I do for the environment?”

instead of “what can the government do?” (Peattie and Ratnayaka, 1992). It implies

consumers had no way to learn how to participating in saving the environment.

Several studies found that customers would switch to environmentally responsible

products and suppliers because of their innate desire to “do the right thing”. This

clearly shows that consumers are concerning their own responsibility towards the

environmental issue. Supporting by previous studies, the organization’s major

customers, can influence the strategic choices of organization (Miles and Snow, 1978)

where businesses within this service industry are having the ultimate goal of

satisfying customers under the customer oriented concept. The demand by customers

is the major motivation to adopting environmental standards (Mc Eachern and

McClean, 2002)

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2.5 Challenges and barriers facing the Green Practice

The above part had mentioned that on both the demand and supply side, hold positive

views towards the environmental protection practice. However, inefficient Green

Practice is still being found. Here shows some of the common barriers found in the

environmental protection practices.

One barrier from the perspective of the company is the need to make a balance

between green objectives and service quality. H&MM (2005) stated what can business

do for the environment without affecting the guest and without lowering the quality of

amenities are one of the big things is to focus on. It is difficult to imply when adopting

GP in catering industry. It caused the barriers when implementing GP.

The common barriers for green practices are divided into two parts that found in the

internal and external as well. It there is poor quality of communication (Altman and

Post, 1994) within the company, it caused the lack of commitment (Peattie and

Ratnayaka, 1992; Cater and Dresner, 2001) and training provided. Peattie and

Ratnayaka (1992) are pay attention to the cost concern that can affect the survival of

the business. Also, lack of expertise and lack of understanding and knowledge about

the Green Practice caused the problem of implementing GP. (Peattie and Ratnayaka,

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1992)

For the external side, Green consumer behaviour (Peattie and Ratnayaka, 1992)is a

critical issue to implementing GP smoothly. If consumers are full of awareness and

knowledge about GP, it could run easier. Altman and Post (1994) explained

“Community concern” and “Regulatory constraints” are the barriers from the external

environment that might constraint the effectiveness of GP.

Focusing on the operational problem, according to Peattie and Rantnayaka (1992), it

explained that the GP will not work unless the customers aware of it and find it

convincing. Customers’ awareness is a critical issue to make the GP success. Thus it is

the problem to consider the attitude, behavior and involvement of customers. Most

green marketing literatures strongly assume that environmental awareness is the

pre-condition for green purchasing (Meyer, 2001) which means it was assumed that

consumers have adequate information about GP.

Focusing on customers, as mentioned before, the attitude and perception may affect

their level of involvement in the program. By using the Hines’ model of responsible

environmental Behaviour (Hines, 1984), it was found a number of variables to be

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involved in predicting environmental behavior. She used those variables to develop the

Hines Model of Responsibility Environmental Behavior (Hines, Hungerford and

Tomera, 1987). According to the model, personality factors, knowledge of issues,

knowledge of action strategies, and action skills are the consumer bahaviour that

directly related to an intention to act. Thus, the model suggests the factors that may

influence the effectiveness of adopting GP.

As most of the literature are not generating from the catering industry, the findings in

this research will help to give some insight for the industry on this part.

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3 Research Methodology

3.1 Concept of research methodology

Research is a procedure to find out the solution to a problem. A research can be

defined as an organized, systematic, data-based, critical, objective, scientific inquiry or

investigation into a particular problem. (Sekaran, 2003)

Additionally, the objective of this research is to identify the performance problem and

barriers and find out the reason causing the problem, which means the study have to

investigate the “why” and “how” of the decision making of the related parties, rather

than knowing the “what”, “where, and “when” of the facts, which can be obtained by

conducting quantitative research. Thus in-depth understanding relies on reasons behind

various aspects of behavior is needed.

3.2 Research Method

Research method can be qualitative or qualitative. Qualitative research has been

chosen in this study to analyze the data. “Qualitative research involves an inductive

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approach to the research process where data about phenomenon are gathered, analyzed,

and theoretical frameworks are generated or modified.” (Jennings, 2001) Gerson and

Horowitz (2002) stated it offers more than a set of shared epistemological assumptions

and encompass several distinct approaches, the most prominent of which are

participant-observation and in-depth interviewing. Qualitative research is a descriptive,

non numerical way to gather and interpret information. The way of people reaction that

can be investigated. With a qualitative investigation, the researcher observes a great

deal and any results are mainly illustration in nature rather than sets of numerical data.

White B. (2000)

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Source of Data

Data can be divided into two categories: Primary and secondary data. Secondary

research is the “disciplined collection and evaluation of secondary data, which has

been gathered for previous research projects or in readily available sources” (Sekaran,

2003). The secondary data is collected from the reference books, related journals,

relevant survey results, official websites and most importantly literature review. These

provide the base for generating idea and relevant information. Hawkins and Tull

(1984) stated that secondary data may not be relevant and tailor-made to the current

research; hence, secondary data will only be used for ideas generation.

Referring to primary research, it is gathering the first hand data from the actual

situation by the researcher (Sekaran, 2003). Theoretical background of this study can

be established after reviewing the literature. Therefore, the next step is to set up a

tailor-made instrument for interview so as to gain the primary data to fill in the

problems of secondary research.

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3.3 Data collection method

In the varieties of research methods, face-to-face interviews will be used. The purpose

of using this research method is going to find out the problems and the barriers that can

cause the problem. It is popular form of collecting primary data and can provide, when

properly conducted, a rich source of material.

Advantages of interview

White B. (2000) stated interview is can be used in variety of situation and in

connecting with other research method. Also, Sekaran (2003) showed the researcher

can adjust the question of the interview as necessary, motivate the respondents to

answer the question, clarify the uncertainty immediately, and by repeating or

rephrasing to ensure the responses are properly understood the questions. Researcher

can get information and result affluently. Moreover, the researcher can read some

nonverbal signals from the respondent through the interview. Any discomfort, stress, or

problems that the respondent experiences can be detected through the respondent’s

body languages. Those are cannot be obtained in other research methods.

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3.4 Sampling Design

Sampling is crucial for a study, since the choice of a sample influences the study

results. It is the process of selecting a sufficient number of elements from the

population. The reasons for using a sample, rather than collecting data from the entire

population, are self-evident, it would be practically impossible to collect data from

every element. (Sekaran, 2003)

The purpose of the interview was to test existence of the performance problem as well

as figure out the barriers in terms of environmental practices through in-depth case

study.

The sample size for the qualitative research is decided to be six. In table 3.1 shows the

types of interviewee selected including two Starbucks in-charge people and one barista

(the title of employee in Starbucks), as well as three customers. The criterion used to

select those respondents is that the senior managers are with substantial environmental

responsibilities. Also, only the staff from the stores is being selected, this is because

they are the service provider of Starbucks. They can implement the Green Practice and

observing the effectiveness of it in the stores. For the part of the customers, it will be

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the regular customers of the Starbucks. Because of the working experience in

Starbucks, the researcher knew some of the loyal customers from Starbucks in

Diamond Hill store. It could be more effectiveness when finding interviewees and they

may feel annoying.

The interview was executed individually for each interviewee. Each of them was

conducted face-to-face for around 20 minutes. All the main points that mentioned in

the interviews were transcribed by the researcher.

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Table 3.1: Descriptive profile of respondents

Interviewee Age

Group

Role and position Stores Worked

Before

Working Experience

A. 30-34 Staff –

Manager

Diamond Hill

Wong Tai Sin

Six years

B. 25-29 Staff –

Supervisor

Causeway Bay

Kwun Tong

Diamond Hill

Wong Tai Sin

Five years

C. 20-24 Staff –

Part time

Central

Kowloon Bay

Three years

Interviewee Age

Group

Role and

occupation

Store Visited Frequency of visit

D. 25-29 Customer –

White-collar

Diamond Hill Frequent visitor –

Once- Twice a week

E. 20-24 Customer –

Student


Once a week

F. 30-34 Customer –

Free Lance


Four times a week

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3.5 Design of questionnaire

For the reasons of matching with this study, the questionnaire is divided into three

sections. Each part contains several probing questions to stimulate the thinking of the

interviewee so as to get further information. Open-ended and structured format is

adopted to facilitate to improve the problems and loophole from the previous studies.

There are illustrations of questionnaire for each group of the interviewee. (Appendix

1.1 and 1.2)

Section I

It is going to generate the idea of how intelligible to the GP launched by Starbucks that

the interviewee knows. It can help to identify whether the existence of the problem

between the adoption and participation of the GP. Following questions were asked for

the reasons of the problem existing. External factors are identified that influencing the

ineffectiveness of the GP by Starbucks. Hence, those question is achieved the first

objective: “Find out the customers’ awareness and attitude towards the existing

environmental protection practice by the selected food service outlet” and the second

objective: “Identify the problem and reason between Green Practice adopted and

customer awareness and participation”.

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Section II

Second part focuses on the GP adopted by Starbucks. Questions asked to find out the

barriers when launching the GP. Internal reasons from the company, such as the

operational and marketing problem can be figured out. This matches the third objective

to “Analyze the strategy and identify the barrier adopted by the case studied”.

Section III

The last part of the interview is asking for recommendation for further improvement

and appropriate suggestions. This is exactly fit the last objective “Recommend

valuable and appropriate suggestions”.

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4 Results and Discussion

In the results and discussion part, it is going to present what had been found out in the

research. Analyze and interpretation of the information from the interview and the past

study. In this part, it is going to find out the problems of launching the GP in Starbucks

and implement the objectives in this study.

4.1 Knowledge about the GP launched by Starbucks

In this part, it is related to the question of section I. It can identify the perception and

attitude of the interviewee. When mentioning the “environmental protection practice”,

most of the interviewees said it is important and some of them are implementing in

their life. All interviewees have positive attitude towards it. They are all willing to do it.

It shows that they are willing to actively involve especially when the practices are

easily achievable without causing them any inconvenience.

For the perception towards the Green Practices in Hong Kong Starbucks, most of the

interviewee does not think Starbucks is building a “green image” to the public. In stead

of the staff working in Starbucks may know some practice on it. All of the customers

were know Starbucks is implementing GP.

36

The first objective in this study is to find out how the customers perceive the

environmental protection practices, focusing on the catering industry in Hong Kong.

All interviewees have the thought that due to Hong Kong living style is in the fast pace,

people would prefer fast and convenient service. Although service quality and hygiene

are their main concern, they would observe the environmental protection practices as

an important issue nowadays. It is supported by all the people.

The result of the interview also showed that within the target market, who are the

young and middle age with high spending power and are well educated. They are all

willing to support the environmental protection practices. That means they are

affordable and have understanding to support GP when it is convenient for them to

participate.

Zimmer and Stafford (1994) was clearly identified the profile of the consumers that

they are concerned environmental. Environmentally concerned consumer is most likely

younger, more highly educated, earning a higher income, living in a civic area with

liberal political. All of these characteristics generally fit the Hong Kong people as well

as the target market of the Starbucks in Hong Kong. Comparing with the results, it also

verified the potential market exists to support the GP. This provided the insight for how

37

to do to suit this trend for the catering business.

However, Starbucks is giving a negative image, which is not an environmental friendly

business to the public. Nobody knows Starbucks is launching GP as well. It can

confirm once again that Starbucks did not create any image of protecting environment

to the public. Starbucks’ development and expansion in eight years maybe the main

reason leading to the problem. Thus, it demonstrated that Starbucks has to put more

effort on the positioning side by creating favourable company image.

4.2 Identification of the problem

4.2.1 Awareness towards Green Practices adopted by Starbucks

Interviewees A to C are the staff of Starbucks. They all may know the some of the

practices that Starbucks is launching. They thought that customers have not enough

information about GP launched by Starbucks because of lack of promotion. However,

regarding the awareness among the staff, they are all impressed they cannot know the

GP intelligibly. It implies there is lack of communication between front-line staff and

38

support centre.

For the side of the awareness of the customers, interview D expressed that Starbucks

offering coffee grounds to customer for planting. Interviewee F can point out that Mc.

Donald has “No straw day”, but she cannot give example from Starbucks. As a result,

all of the customers did not think Starbucks is creating environmental protection

image.

The second objective is identifying the problem existence between the adoption of GP

and the participation of it by the customers. Firstly, it is going to investigation of what

GP has been adopted by Starbucks. When comparing with the awareness of the GP

adopted, it provided a strong evidence to show that a gap is existed.

In addition, Starbucks has constructed its own environmental mission statement in

1992. This provided a strong reason that adequate amount of GP have been carried out

continuously.

From the results, there is low awareness of the GP adopted by Starbucks is found in

every levels of the staff. Because of the unclear of instruction, communication problem

could be identified. However, the past study stated that “awareness” is the main cause,

39

especially for marketer concerning green challenge (Peattie and Ratnayaka, 1992). In

fact, “awareness” is the basic step of the strategy leading to success. Before getting

involved of the customers, it is important to catch their attention and give a good

image for them which set the pre-condition for green purchasing (Meyer, 2001; Peattie

and Rantnayaka, 1992).

When practice is presented, the participation of both staff and customers were

relatively low. Result showed that message was not completely delivered to both staff

and customers. Hence, a problem between the adoption of GP and the awareness and

participation of it is identified. When there is only GP but no one support, it will imply

many problems. The problem implies ineffective on the practice that mean the

company cannot get fully support from the involved parties. It also implies wastage of

resources in both the cost and time. The problem also implies environmentally

concerned mission cannot be reached from the public’s point of view. The problem

implied a bad role model created in the catering industry. Therefore, the presentation of

the problem means negative effect created to both internal and external side.

To sum up, the existence of the problem is identified through comparing with the

strategies implementation to the awareness of the GP adopted. It was found that

40

continuous effort has been put by the company to implement new GP. However, the

low awareness towards it is found.

41

4.2.2 The consideration of adopting GP in Starbucks

Interviewees A, B and C also mentioned Starbucks’ promotion on environmental

protection is weak. They were all agreeing Starbucks to provide more promotion on GP.

Otherwise the public would not know what the company going to do. Interviewee B

said Starbucks should have more posters, banner of promoting the importance of

environmental protection rather than promoting new product. It can emphasize to the

public that the company has a positive “Green image”. It can increase their confidence

to the company, thus to build up the corporate image. All of the customer interviewees

were giving a negative image of Starbucks. However, if Starbucks would do more

promotion on GP, customers are all willing to participate and support.

Instead of the lack of promotion, both of the staff interviewees said company did not

clarify and provide the details of practice to them. It showed that, the perfection of a

practice system is essential when adopting GP. Only interviewee D mentioned through

partners to know the GP during the conversation with them. The others just said there

was no body to talk about it and say actively. It was the problem of how the company

encourages the customers to participate in GP. “Word of mouth” is an important issue

to spread the message within a short period of time and thus very important to the

42

service industry (Haywood, 1989). It could be reinforce the power of launching GP.

The response from the interview showed the potential problem that was a problem

regarding how to convey the message to the customers which is the main reason for

lowering the awareness.

To conclude, the results showed that the adopted GP was not supported by the

customers as well as the marketing tactics.

43

4.3 Barriers for the implementation of Green Practices

A perfect system did not fulfill in every situations. It should have to adjust in different

condition. Besides, both customer and service provider were mentioned the style of

practice may not suit to Hong Kong. Hong Kong is guiding by “fast and convenience”.

It was the barriers of implementing GP in catering industry. This meant that the culture

of Hong Kong influence the customers’ behavior. This showed that they thought it is

more important to concern the service quality and hygiene.

As the interviewee A mentioned, “The busier stores, the bigger wastage”. It indicated

there is the conflict between environmental protection and the profit of the company.

One important point to be noticed is that customer is in a greater influence in the

service industry as they have closer contact for the final product. They are the most

important factors to be considered when adopting any GP.

To conclude this part, the barriers identified are internally the control from the

company and externally the impact of customers’ behavior. As these two barriers are

difficult to be changed and overcome, improvement should be done on the strategies

and marketing tactics so as to stimulate the customers.

44

5 Recommendations for improvement

5.1 Conclusion

The major part of the interviewees suggested that emphasize on the promotion is

essential for. This could be done in terms of the “advertisement”, “posters, banners”

which is suggested by Interviewee B, and D as “the most effective way”. This

demonstrated that the company should put more effort in promoting the Green

Practices.

Great wastage of cost and time would be found if there is a problem between what

have been adopted and the participation level. Therefore, there are two ways to be

improve the problem: one is correcting/amend the GP and the other one is to increase

the participation level of the customers which is this study the mainly focus on.

For the improvement on the greening strategies, the most important point is that

strategies have to be practical, realistic and are easily achievable and supportable by

the involved groups. It is important to investigate what the customers can and will like

to do. According to Peattie and Ratnayaka (1992) stated as a companies, it is needed to

recognize the current and future level of environmental performance required by the

customers or market. From the result, customers refuse the practices that caused

45

inconvenience. Thus, the strategies adopted should be those avoiding the creation of

inconvenience for the customers. Moreover, mega event can raise people’s awareness.

This is supported by what the interviewee mentioned ‘No Straw Day’ was representing

the GP by Mc. Donald. Such kinds of characteristic event can be a discussion topic

among the public which can help to raise the awareness and give people good

impression.

How to increase the awareness of GP rather than focus on the strategies is critical point

as Starbucks is putting great effort to change. Improvement working on the tangible

side of the promotion includes “posting advertisement, conveying message through

poster or notice inside the stores”. Sometimes, it is possible to carry out “big event” to

raise the public awareness and finally “through the mouth of the staff”. For the

intangible side, it includes the “creation of the image” among the public which can

help to raise the awareness and give a good impression to the public.

They also advised that staff can be more actively involved in promoting the practices.

However, there is the problem of moving to the next step when the staff does not have

any idea related to what the company is doing. It implied that communication within

the company needed to be reinforced. Todd and Williams (1996) explained

46

communication is one of the most important parts which can be separated into two

levels as from the findings, internal (staff) and external (stakeholders) communication.

The communication problem led to the insight that comprehensive training and

education is essential in this case. It is carried out with the intention to ensure all

involved parties have the necessary skills and understandings to achieve the

environmental target. Providing training and education by the company is essential for

the staff, especially the frontline staff. They are those have the closest contact with the

customers which they located in the best position to recognize and deliver the message

to the customers (Hunt and Auster, 1990). Customer education is important as well, all

of the staff interviewee were agreed customers were offering a great impact of

launching GP.

To conclude the suggestions, there are two ways to solve the problem, to ensure GP

can be performed effectively. The first way is related to the improvement of the

strategies. And the other way is concerning how to boost the awareness and

participation of the affected parties.

47

5.2 Recommendation

For increasing the performance efficiency and solving the problem, recommendation is

provided. According to Elkington (1989), to boost the environmental sensitivity among

the public and develop more integrated green strategies, ten-point plan has been

suggested to help companies. Comparing to the Starbucks, some points can be drawn

from the ten-point plan as the recommendation for the firm.

Table 5.1: Ten-point plan for Starbucks in Hong Kong

Source: (Elkington, 1989)

48

1. Develop and publish environmental strategy - Company should create the image

of environmentally concerned among the market. Theses can be achieve through

advertisement and activities carried out in the market. Creation of image is

needed for enhancing the awareness.

Develop and publish environmental strategy

Prepare action program

Reflect green concern throughout the firm

Allocate resources

Invest in technology

Monitor the report

Evaluate the agenda

Contribute to various interest groups

Build bridge between various interest groups

Marketing

Three “Rs” concept

Internal communication to obtain commitment within the company

Education and training Internal (Staff) and External (Customers) education

Information sharing

Find out the rooms for improvement

Feedback for improvement

Information sharing

Ten steps Strategies taken in Starbucks

Promotion

Promotion tools

49

2. Prepare action program – Setting up of suitable strategies for the market.

Referring to the currently adopted strategies as well as referencing from the

results and some weaknesses can be discovered in the research. Improvement of

the GPs is suggested to use the concept of Three Rs.

Reduce: The main reasons for failure of the practices are inconvenience and not user

friendly. So, more can be suggested include redesigning of the take away

packaging to reduce the wastage. The design should be more flexible and

convenience. This can avoid the customers asking for an extra bag to pick up

the foods and drinks. Besides, it is feasible to educate customers for not

getting the lid for the drinks when using paper cups if they stay in the store.

Recycle: Separate the used cups, plates, and utensils according to their material made

to allocate. Reduce the wastage as much as possible.

Reuse: To emphasize the promotion of using tumbler instead of paper cups. Tumbler is

one of the most significant practices that have been carried out so more

should be done in this area. Cold mug should also be practical to reduce the

usage of plastic cups. It is mutually beneficial that customers refuse to use

disposable cups. Starbucks can save the cost of the cups and get profits from

selling merchandises.

50

3. Reflecting green concerns throughout the firm - This implies the importance of

internal communication that can obtain the commitment between frontline staff

and the support centre. Through regular briefing in the stores to know more about

the movements on GP. Issuing memo and newsletter can be update staff’s

knowledge and remind the changes on the GP.

4. Allocate adequate resources - Resources should be put on developing GP as well

as promoting it. Concrete methods suggested is making notice or writing the

message regarding to how to participate the GP on the promotional broad. It can

even be printed in the cup, the plate or on the receipt so as to use all the space.

5. Invest in environmental science and technology: Internet is a convenient tool for

spread out the information. Promotion can be done through the Internet.

Especially, when a website has been created but no message related to GP was

included. Through the promotion, Starbucks can deliver some message to develop

the awareness of the customers. It is a way let the customers perceived Starbucks

is taking responsibility to the society.

51

6. Educate and training - Both external and internal training and education is needed

for Starbucks. Internal training is provided to the staff, especially the frontline

staff. External education is for customers, this is the point to turn awareness and

intentions into actions. So that the company and customers can work together to

implement theGP.

7. Monitor the report - To be more practical and efficient, they can incorporate the

environmental management system to audit the effectiveness and performance of

the GP operated. It can find out the rooms for improvement immediately rather

then nothing to do.

8. Monitor the evolution of green agenda - Regular evaluation is needed. Also, the

mission statement can be change according to the environmental changes.

9. Contribute to environmental between various interest groups - Information should

be shared and learned between related companies on how to effectively

implementing GP.

10. Build bridges between various interest groups – Information shared with the

52

stakeholders to deal with the problem..

In addition to the ten points mentioned, more can be done in the first step. This can

find out the basic idea of the consumer needs and wants. It can to ensure that the GP

implemented is “could be” and “would be” participated by the customers. Taking the

result of the research as reference, the target group wants “fast and convenient”, thus

strategies should have this criteria as a consideration.

The above had mentioned a more comprehensive way that can implement GP smoothly.

This can be taken as a reference for further development and improvement on

implementing environmental protection practice.

53

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Appendix 1

1.1 Template questions for interviewing staff Section I: The impression of “Green Practice in Starbucks”

a) What is your perception of environmental protection?

b) Do you know what Green Practice is? Have you ever heard of it?

c) How do you perceive the image of Starbucks when related to environmental protection?

d) Do you know what have been done by Starbucks in terms of Green Practices? How do you

learn about it? Can you mention or introduce some of the practices implemented?

e) Do you think you have learnt all the Green Practices adopted by Starbucks? Why or why

not?

Section II: The consideration of adopting Green Practice in Starbucks

a) What major tactics are used for promoting the Green Practice?

b) Do you think they are successfully implemented, in terms of the number of customer’s

awareness and participation level?

c) What do you think are the barriers and difficulties in implementing Green Practices?

d) Who do you think should be responsible for the Green Practices?

Section III: Comments on Green Practices in Starbucks

a) What do you think of the existing Green Practices adopted by Starbucks?

b) What do you think can help to increase customer’s participation level in Green Practices?

c) What benefit or harm do you think Green Practice will bring to the company and all the

people?

Section IV: Interviewee profile

a) Gender:

b) Age:

c) Industry Experience (work length and job nature):

d) Stores Worked:

60

1.2 Template questions for interviewing customer

Part I: The impression of “Green Practice in Starbucks”

a) What is your perception of environmental protection? Have you ever participated in this

area in catering industry?


c) How do you perceive the image of Starbucks when related to environmental protection?

b) Do you know what have been done by Starbucks on its Green Practices? If yes, how

do you learn about it? If not, why?

c) Have the Green Practices influence your interest in going to Starbucks? Why or why

not?

Part II: Consideration of adopting Green Practices in Starbucks

a) What do you know about Green Practice and what does it means to you?

b) Have you ever participated in any Green Practices adopted by Starbucks (e.g. bring

your own tumbler, bring back moon cake box etc.)? Why or why not?

c) What difficulties do you have in participating the Green Practices?

d) To what extent do you think they are communicating the message related to Green

Practices to you?

Part III: Opinions about Starbucks’ Green Practices


b) Can you give some suggestions for implementing Green Practices effectively in

Starbucks?

c) Are you willing to participate in any Green Practices afterwards?


a) Gender

b) Age

c) Industry Experience

d) Frequency of visit

61

Appendix 2

2 2.1 Main points of Interviewee A (Staff)

Section I: The impression of “Green Practice in Starbucks”


- It is a good idea.

- Properly to use the resources.

- Less usage of plastic bag.


- Not sure

- Related to waste reduction.

c) How do you perceive the image of Starbucks when related to environmental

protection?

- Not enough

- Just say but without action

- Not specific, even the merchandise using recycling materials.

d) Do you know what have been done by Starbucks in terms of Green Practices? How do

you learn about it? Can you mention or introduce some of the practices

implemented?

- The packaging for take away is using recycling paper.

- E.g. Napkins, paper bag, hot cup sleeves

- Using own cups or tumblers will have HKD$3 discount

e) Do you think you have learnt all the Green Practices adopted by Starbucks? Why or

why not?

- No

- No measurement/ guidelines to follow



- Suggest customer using tumbler instead of paper cups.

- If the stores have mugs, offer mugs to customer if they enjoy their in store.


62


- Half and half

- Some of the Hong Kong people already have the awareness of environmental protection

- Not related to Starbucks


- The dipper well (a tap on the bar) closed that increase the time for cleaning spoon.

- Inconvenience

- The busier store, the more wastage

d) Who do you think should be responsible for the Green Practices?

- Half and Half

- Self-discipline of customer

- Avoid taking too much useless napkins, disposable items etc…



- We will implement if we have ability to do so.

b) What do you think can help to increase customer’s participation level in Green

Practices?

- Discount when purchasing

- Fulfill Hong Kong culture

c) What benefit or harm do you think Green Practice will bring to the company and all

the people?

- Benefit

- Hong Kong people will follow if they have the awareness to the protection.

- It can attract more people to participate.

Section IV

4) Biographical Profile

a) Gender: Female

b) Age: 30-34

c) Industry Experience (work length and job nature): 6 years, store manager

d) Stores Worked: Causeway bay, Diamond Hill, Monkok, Wong Tai Sin

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2.2 Main points of Interviewee B (Staff)



- To spare and treasure the limited resource

- No negative impact to the environment


- A little bit

- They have recycling on plastic bottle before

-


protection?

- Mentioned in mission statement, but didn’t carry out substantially.

- Commercial benefits bigger then environmental protection.

d) Do you know what have been done by Starbucks in terms of Green Practices? How

do you learn about it? Can you mention or introduce some of the practices

implemented?

- Using “For here mug” in some stores that they have

- Tree planting

- Used coffee ground (as a fertilizer) offer to customers for free

-


why not?

- Not completely know.

- Do not have clear guidelines

- Focus on money, service at the first consideration, after then will be environmental

protection

-



- using mugs and tumblers to reduce the usage of paper cups

- HKD$3 discount on customer using their own tumbler the action to motivate customer



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- Chiefly disagree

- Influence on the Hong Kong culture and habit: Fast and convenience


- Hong Kong culture

- People lack of awareness of environmental protection

- There is not a concern for all people

- Just say without action

d) To what extent do the customers be a factor in influencing the adoption of Green

Practices?

- Significant effect from the customers.

- Customers are in the leading role, partners just to assist.

Section III Comments on Green Practices in Starbucks


- Using “for here mug”

- Difficulties on reduce the wastage

- Not enough


Practices?

- Pay more efforts on promotions, e.g. core posters, banner

- Attract more people to know more about it

- Co-relation between Starbucks and environmental protection

c) What benefit or harm do you think Green Practice will bring to the company and all

the people?

- Positive effect

- People will pay more attention to the pollution problem

- This is a way to save the earth


a) Gender: Male

b) Age: 25-29

c) Industry Experience (work length and job nature): 4 years, store supervisor

d) Stores Worked: Causeway Bay, Diamond Hill, Kwun Tong, Wong Tai Sin

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2.3 Main points from Interviewee C (Staff)



- Good idea.

- reduce the usage of natural resources.

- Waste reduction


- Something about environmental protection

- Heard from training course.


protection?

- Practice had been carried out, but there is no big impact

d) Do you know what have been done by Starbucks in terms of Green Practices? How do

you learn about it? Can you mention or introduce some of the practices

implemented?

- “Bring your own tumbler” has HKD$3 discount on the coffee.

- recycling “moon cake box” in Autumn Festival.


why not?

- Not really

- Lack of communication on GP

- No instructions to follow as a guideline to communicate with customers.



- Word of mouth by partners

- Lack of promoting environmental protection: selling new promotion rather than GP



- Not very successful

- The most substantial practice is “for here mug”, but I cannot implement in all stores. Because

of the limitation of the area, not every store can accommodate a washing machine.

- Some customers will walk away if the store didn’t have mugs.


- It is hardly to promote GP, customers just want to buy a cup of coffee then go.

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- Customers are not willing to listen patiently.

d) To what extent do the customers be a factor in influencing the adoption of Green

Practices?

- Great effect

- Because Starbucks are in the service industry.

- If customers not participate, we can do nothing.



- Not really successful

- Not all partners will get involved.


Practices?

- More promotions on environmental protection.


a) Gender: Female

b) Age: 20-24

c) Industry Experience (work length and job nature): 3 years, part time barista

d) Stores Worked: Central, Diamond Hill

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2.4 Main points of interviewee D (Customers) Part I: The impression of “Green Practice in Starbucks”

a) What is your perception of environmental protection? Have you ever participated in

this area in catering industry?

- Support

- Hygiene and convenience is the most important


- No

- I guest it is related to the environmental protection


protection?

- Not really

- I don’t think they building up a environmental protection image, it waste too much

disposable item.

b) Do you know what have been done by Starbucks on its Green Practices? If yes, how do

you learn about it? If not, why?

- Yes, bring own cup to have the discount on coffee.

- I bought a tumbler, because not every store have mug.

- Used ground coffee free for customers

- Learnt through the conversation with staff

c) Have the Green Practices influence your interest in going to Starbucks? Why or why

not?

- Maybe, but not the strongest reason

- Main purpose for going to Starbucks is a cup of coffee




- Sometimes I’ll put my tumbler in the stores

- Request mug if stay in the store

- Not really know what can I participate for instead of mugs and tumbler

c) What difficulties do you have in participating the Green Practices?

- Lack of promotion from it

- Not convenience

d) To what extent do you think they are communicating the message related to Green

Practices to you?

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- No communication on GP



- I don’t think they are doing a lot on environmental protection.

- Destroying the environment rather than saving it.

- Not too much people know they can use mug instead of paper cup.


Starbucks?

- Advertisement. It is the most effective way to promote.

- Be active


- Of course


a) Gender: Male

b) Age: 25-29

c) Occupation: Blue collar

d) Frequency of visit: Twice a week

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2.5 Main points of interviewee E (Customer) Part I: The impression of “Green Practice in Starbucks”



- Important to our life

- Reduce the usage of plastic bag.


- I don’t know, but may be something related to the environment

- Never heard before

c) Do you know what have been done by Starbucks on its Green Practices? If yes, how do


- Not so sure

- Just knew the paper product made from recycling

- A lot of wastage of paper cups

d) Have the Green Practices influence your interest in going to Starbucks? Why or why

not?

- I can’t feel Starbucks haveNo affect


a) Have you ever participated in any Green Practices adopted by Starbucks (e.g. bring


- Definitely not

- I don’t know about what is the benefit from GP

- Lack of promotion, I can’t receive to message

b) What difficulties do you have in participating the Green Practices?

- Not enough of promotion

- I don’t see participation customers

c) Who do you think should responsible for the GP?

- Starbucks itself

d) Do u think customers should have the responsibility?

- It should be our own choice, but not the responsibility



- Maintain the service quality is important than the environmental protection.

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- I don’t think it can save the earth


Starbucks?

- Promotion

- Staff should introduce more about GP that launched by Starbucks.


- Yes.


a) Gender: Female

b) Age: 20-24

c) Occupation: Student

d) Frequency of visit: once a week

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2.6 Main points of interviewee F (Customer)

Part I: The impression of “Green Practice in Starbucks”



- Yes, sometimes bring own box for picking up the food and not ask for plastic bag

- I will fully support and participate the environmental protection.


- Yes

- Such as Mc. Donald’s “no straw day”


protection?

- No

- There is no way to show that Starbuck are doing anything from it

d) Do you know what have been done by Starbucks on its Green Practices? If yes, how do


- Never

- It doesn’t have any tools to let me know

e) Have the Green Practices influence your interest in going to Starbucks? Why or why

not?

- Ignore the price; I will participate in their GP

- Definitely support if they are going to do so

- GP is my one factor of concern


a) What do you know about Green Practice and what does it means to you?

- It is an important issue

- It means cooperation with customer and company to save the environment

- Reduce the use of plastic bag and disposable item.



- I don’t know it is adopted.

- Never participate

- Problem on promotion

c) What difficulties do you have participating the Green Practices?

- Not all of the Hong Kong people will support

- Hong Kong people want fast and convenience,

- Lake of the awareness of resources retrench

d) Who do u think should take the responsibility for the Green Practice?

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- Company and customers both


a) Can you give some suggestions for implementing Green Practices effectively in

Starbucks?

- More promotions to let people know what are the company doing.

- Promotion is a significant tool for GP success

b) Are you willing to participate in any Green Practices afterwards?

- If there is not cause any convenience, I will support.


a) Gender: Female

b) Age: 30-34

c) Occupation: Free Lance

d) Frequency of visit: Four times a week

Documents

BSc (Honours) Hospitality Business Management