As the world concentrates on eco-friendly society, lots of enterprises are trying to appeal themselves as ethical and environment preserving companies. Starbucks is one of them. Starbucks has been continuing several environmental campaigns for years. This year on April, for example, Starbucks held an event to promote the reuse of cups and to celebrate the Earth Day. Starbucks offered number of tumblers, disposable coffee cups and flower pots made from recycled paper to the people who bring a picture using cups on daily lives, or photographs taken with flowers. Starbucks’ actions to carry out the social responsibility of corporation have made the customers hold a positive image with the company. By using the title ‘The eco-friendly company’, Starbuck has doubled the profit it could have earned and save the nature. This kind of marketing- the Green marketing- has been popular among social enterprises.
However, questions are now asked about how much the green strategy has impact on the customers. According to the U.S.A market investigation agency, 80 percent of consumers don’t believe the eco- friendly companies will perform the activities as much as it is known. Consumers are already exposed to the environmentally friendly efforts of the companies, but seldom heard about the result of their efforts. Companies who present Green marketing should manage to conduct sustainable and promising campaigns, not a one-time charitable donation. If they don’t, this Green marketing could be nothing more than a strategy to made more consumers interested in their product.