Green consumer believes that his or her action such as purchase or consume green product is likely to make a difference and has impact in protecting environment. According to Elkington, green consumer is the one that avoid any product that may harm any living organism, causes corrosion to the environment during process of manufacturing or usage, and involves unethical testing of product on animals or human (Elkington, 1994). While, Leonidou defined green consumer as individual that have interest on product that is organic, recyclable, energy efficient or have biodegradable packaging (Leonidou, 2010). Vernekar and Wadhwa agree with Leonidou’s viewpoint. They also define the green consumer as a person who has environmentally-friendly behaviors or purchases green products (Vernekar, 2011).
The company has a large trademark portfolio consisting of many internationally famous marks, including Starbucks, Starbucks coffee and the Starbucks logo. To protect its marks, Starbucks has aggressively persuaded trademarks infringement action all over the world. By rejecting others from using the Starbucks brand, it has been able to expand its business throughout the world. In 2006, Starbucks won a trademark infringement lawsuit in China against Shanghai Xingbake coffee shop. The Chinese company used a green and white logo and used the name “xingbake” in its mark, which referenced Starbucks because in the Chinese the word xing means star and the letters ba ke, when it’s pronounced, sound similar to bucks.
By using up older water bottled, Riordan can help protect the environment by not polluting the environment by producing more. There are environmental activist that believe if you harm the world, they will protest your products which could eventually lead to them losing
Vending International knows that companies nor consumers want to abruptly give up products that they are used to having; “One way that a company can make an internal and external statement that theirs is a company that cares, is by investing in more economically friendly disposables. While giving up disposables altogether would be most favorable for the environment Vending International does not expect any company or consumer to do so. Close to the end of their article Vending International proves that a company can meet high environmental standards while remaining a highly successful company. According to Vending International, “Lavazza high quality solution ¡Tierra! Provides the Lavazza taste that people love, while meeting Rainforest Alliance standards (2012 p. 2).
When customers planned for their green travel programs, they tended to refer to certification of hotels, for example, certification of “Green business” like LEED. This could be a useful tool and resource for green travelers and resource for our guests and any other consumers evaluating their green travel programs. Not being qualified with LEED is one of its biggest weaknesses as the Good Hotel presumed a brand image of being green, it couldn’t help the company to better highlight its corporate philosophy. In addition, it might weaken its power when competing with competitors. • Limited scope of company, and low-price positioning.
Fediuk) which conclude that the global coffee company, Starbucks, was chosen as case study due to its position as market leader within its field of business. In addition, the company is engaged in numerous social, ethical and environmental responsible activities, and is considered a 8 major player within CSR. Starbucks has integrated its CSR initiatives as a part of its strategy, which is evident through its corporate website. As a global company ,it has a wide range of stakeholders, who all have different information needs and expectations from the company. Based on the four-part content analysis of Starbucks’ corporate website, it was determined that Starbucks is successfully differentiating its CSR communication and tailoring it to address these diverse stakeholder groups.
By employing green marketing, holistic approach is required at which referring to the impacts that affect product and services manufacturing, distributing as well as marketing that included pollution controlling, raw materials supplying and more. Besides, ecological approach is about the organization managing practices cautiously in its products and services to reduction of natural or renewable resources as well as lessening the environmental impacts (2013). It also differ as both conventional marketing and green marketing are relying on its supplier network on the functionality and quality of products and services, but the green concept will force its suppliers to going green in order to increase the environmental sensitivity (Linking Sustainability
Similarly, companies look to produce in places which are most environmentally appropriate, due to increasing awareness regarding climate change which could cause a backlash from customers if the company 's production methods are harming the environment. A recent example of this phenomenon would be the success of the Body Shop, which markets itself as a company that does no animal testing, which has helped its brand recognition
Being associated with an unethical business partner may also cause negatively affect their reputation and profits. The customers may exercise pressure on the company to ensure it is operating ethically. FOEI’s interest is to advocate social and environmental sustainability and campaign against any act that violates them. FOEI has the power to gain broad public support through publication of the issue. Furthermore, FOEI is able to lobby the support of other non-governmental organizations with similar interests to pressurize Wilmar.