The potential to confuse consumers with misleading green claims is high. Green issues are highly technical, complex and fast moving. When claims are unclear, marketers can be labeled as greenwashers and their marketing as greenwash. Being perceived as a greenwasher seriously can damage a company's credibility. Unfair or deceptive advertising can expose marketers to legal risks and accompanying expense.
Starbucks focuses on green retail by promoting recycling, minimizing environmental impacts, conserving water and natural resources. Starbucks also seeks to build and maintain Leadership in Energy & Environmental Design (LEED) certified stores, a rating by the US Green Building Council recognizing companies for environmental performance (Global Responsibility Report, 2014). In 2008, they began to use LEED certification not just for flagship stores and larger buildings, but for all new, company-operated stores. Even though they’ve been able to integrate green building design not only into new stores but also into existing stores, not all stores are certified. Since they have the capability for a practical certification option for retailers of all sizes, they should continue moving forward to have all stores certified (Starbucks, 2015).
Through research of companies, reading articles and observations it can be seen that finances of the company and the state of the economy can make it difficult and not desirable to go green. As Stated the choice to join the Green Movement can be a difficult one. There are possibilities for the future that will help business, as stated in the Huffington post article. Targeting different or more groups of consumers may help with the finances of the companies going green. Also in the future if companies consider the long term benefits and not only short term benefits green marketing could work.
There is a pressing need to ensure that environmental concerns are woven into corporate actions and the best corporate governance practices. It is now being realized by the economists, environmentalists, business managers and accountants that (i) if the benefits from rising incomes are offset by the costs imposed on health and quality of life by pollution, this cannot be called development and that (ii) environmental damage can undermine future productivity. The corporate also managers need to remember the effects of their investment decisions on the
To improve productivity and sustainability, Starbucks has established farmer support centers on four continents. These centers directly support improving farmers' livelihoods and ensure long-term supply of high-quality coffee for the industry. The agricultural engineers test soil, study samples and provide free advices to any farmer who asks in this field. The company makes sure that the coffee farmers reduce from agrochemical use, so to be able to continue to produce high quality coffee in the coming years. She added ‘’you can’t have a sustainable farm if you mistreat workers and mistreating the environment.’’ Starbucks strives to solve future supply problems and improve the quality of life for farmers and coffee workers.
While green technologies are not sufficiently proven, (Barnes, 2012). The new technologies that are implemented, they results in a great investment in a long-term by reducing maintenance and operation cost. Green buildings are built for a long-term use, and they are environmental friendly and built for economic benefit. Buildings plays a major role in harming the environment with pollution, therefore green buildings reduces this negative impact. (Angrisano, 2012 page 25) also supported green buildings, “As early as 1993, in an extensive evaluation of companies is UK and Europe, Hodgkinson (1993) notes that businesses increasingly want their flagship buildings to present an image of environmental friendliness in terms of energy efficiency, the use of building materials, and the impact on the wider environment.” Companies can also have a good relationship with the environment by constructing efficient buildings that are environmental friendly.
This paper engages in the presentation of a new viewpoint in relation to the corporate social responsibility and strategic management in an organization. The research question being posed is that on how to successfully integrate corporate social responsibility in an organization’s strategic management. The paper uses an exploratory case study on the Starbucks to further illustrate how the integration of in the strategic management impacts an organization since it is a well-known firm that has been using the CBR in its business undertakings and has attained a good reputation with regards to the social responsibility’s terms. Through the Starbuck’s case study, the paper highlights on the development and implementation plans of integrating the CBS in its strategic management. Starbuck is a coffee company founded in 1971 with its first store opened in the United States.
Reducing water use and protecting the quality of water are one of the main benefits of a green building. The protection and wise use of water in green buildings is accomplished by designing a dual pumping that recycles toilet water when flushing or using water for washing your car instead of it going down the drain. Water may also be saved by using half flush and full flush toilets as well as low flush toilet heads within the washrooms of the building. Bidets help eliminate the use of toilet paper as well as reducing sewer traffic and increasing the possibility of reusing water on site. The materials also have to be environmental efficent.