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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
Diamond Hill Frequent visitor –
Once a week
F. 30-34 Customer –
Free Lance
Diamond Hill Frequent visitor –
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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59
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?
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?
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
a) What do you think of the existing Green Practices adopted by Starbucks?
b) Can you give some suggestions for implementing Green Practices effectively in
Starbucks?
c) Are you willing to participate in any Green Practices afterwards?
Section IV: Interviewee profile
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”
a) What is your perception of environmental protection?
- It is a good idea.
- Properly to use the resources.
- Less usage of plastic bag.
b) Do you know what Green Practice is? Have you ever heard of it?
- 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
Section II: The consideration of adopting Green Practice in Starbucks
a) What major tactics are used for promoting the Green Practice?
- Suggest customer using tumbler instead of paper cups.
- If the stores have mugs, offer mugs to customer if they enjoy their in store.
b) Do you think they are successfully implemented, in terms of the number of customer’s
62
awareness and participation level?
- Half and half
- Some of the Hong Kong people already have the awareness of environmental protection
- Not related to Starbucks
c) What do you think are the barriers and difficulties in implementing Green Practices?
- 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…
Section III: Comments on Green Practices in Starbucks
a) What do you think of the existing Green Practices adopted by Starbucks?
- 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)
Section I: The impression of “Green Practice in Starbucks”
a) What is your perception of environmental protection?
- To spare and treasure the limited resource
- No negative impact to the environment
b) Do you know what Green Practice is? Have you ever heard of it?
- A little bit
- They have recycling on plastic bottle before
-
c) How do you perceive the image of Starbucks when related to environmental
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
-
e) Do you think you have learnt all the Green Practices adopted by Starbucks? Why or
why not?
- Not completely know.
- Do not have clear guidelines
- Focus on money, service at the first consideration, after then will be environmental
protection
-
Section II: The consideration of adopting Green Practice in Starbucks
a) What major tactics are used for promoting the Green Practice?
- 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
b) Do you think they are successfully implemented, in terms of the number of customer’s
awareness and participation level?
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- Chiefly disagree
- Influence on the Hong Kong culture and habit: Fast and convenience
c) What do you think are the barriers and difficulties in implementing Green Practices?
- 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
a) What do you think of the existing Green Practices adopted by Starbucks?
- Using “for here mug”
- Difficulties on reduce the wastage
- Not enough
b) What do you think can help to increase customer’s participation level in Green
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
Section IV: Interviewee profile
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)
Section I: The impression of “Green Practice in Starbucks”
a) What is your perception of environmental protection?
- Good idea.
- reduce the usage of natural resources.
- Waste reduction
b) Do you know what Green Practice is? Have you ever heard of it?
- Something about environmental protection
- Heard from training course.
c) How do you perceive the image of Starbucks when related to environmental
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.
e) Do you think you have learnt all the Green Practices adopted by Starbucks? Why or
why not?
- Not really
- Lack of communication on GP
- No instructions to follow as a guideline to communicate with customers.
Section II: The consideration of adopting Green Practice in Starbucks
a) What major tactics are used for promoting the Green Practice?
- Word of mouth by partners
- Lack of promoting environmental protection: selling new promotion rather than GP
b) Do you think they are successfully implemented, in terms of the number of customer’s
awareness and participation level?
- 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.
c) What do you think are the barriers and difficulties in implementing Green Practices?
- 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.
Section III: Comments on Green Practices in Starbucks
a) What do you think of the existing Green Practices adopted by Starbucks?
- Not really successful
- Not all partners will get involved.
b) What do you think can help to increase customer’s participation level in Green
Practices?
- More promotions on environmental protection.
Section IV: Interviewee profile
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
b) Do you know what Green Practice is? Have you ever heard of it?
- No
- I guest it is related to the environmental protection
c) How do you perceive the image of Starbucks when related to environmental
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
Part II: Consideration of adopting Green Practices in Starbucks
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?
- 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
Part III: Opinions about Starbucks’ Green Practices
a) What do you think of the existing Green Practices adopted by Starbucks?
- 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.
b) Can you give some suggestions for implementing Green Practices effectively in
Starbucks?
- Advertisement. It is the most effective way to promote.
- Be active
c) Are you willing to participate in any Green Practices afterwards?
- Of course
Section IV: Interviewee profile
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”
a) What is your perception of environmental protection? Have you ever participated in
this area in catering industry?
- Important to our life
- Reduce the usage of plastic bag.
b) Do you know what Green Practice is? Have you ever heard of it?
- 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
you learn about it? If not, why?
- 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
Part II: Consideration of adopting Green Practices in Starbucks
a) 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?
- 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
Part III: Opinions about Starbucks’ Green Practices
a) What do you think of the existing Green Practices adopted by Starbucks?
- Maintain the service quality is important than the environmental protection.
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- I don’t think it can save the earth
b) Can you give some suggestions for implementing Green Practices effectively in
Starbucks?
- Promotion
- Staff should introduce more about GP that launched by Starbucks.
c) Are you willing to participate in any Green Practices afterwards?
- Yes.
Section IV: Interviewee profile
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”
a) What is your perception of environmental protection? Have you ever participated in
this area in catering industry?
- 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.
b) Do you know what Green Practice is? Have you ever heard of it?
- Yes
- Such as Mc. Donald’s “no straw day”
c) How do you perceive the image of Starbucks when related to environmental
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
you learn about it? If not, why?
- 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
Part II: Consideration of adopting Green Practices in Starbucks
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.
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?
- 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
Part III: Opinions about Starbucks’ Green Practices
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.
Section IV: Interviewee profile
a) Gender: Female
b) Age: 30-34
c) Occupation: Free Lance
d) Frequency of visit: Four times a week