Green Marketing for Coffee: Sustainability Issues, Societal Influences, and Brand Analysis

Running Head: GREEN MARKETING 0
Green Marketing
Product: - Coffee

GREEN MARKETING 1
Sustainability issue overview
Sustainable issues and their effect on the society
Key sustainability issues: -
The wideness of the sustainable development program, collective with the difficulty in
calculating things like the latent fulfillment of future requirements or the future influence of
current actions, implies an important challenge for measurement. Sustainable issues focus on
the combined framework of active organizations (Hilty, Lohmann & Huang, 2011). To
develop this agenda it includes the economic, social and internal and external environmental
areas which are important for civil society in rules making and their implementation,
relationship between national government and international companies and then a strong
political promise to a long-term perception. In economic growth innovation and technology
plays an important role. Developing novelty and knowledge contribute to sustainability
require assuming the change in innovation leg growth and participating sustainability into the
economic and research systems (Tang, & Zhou, 2012).
 Weather change
 Energy
 Food making
 Water shortage
 Biodiversity
 Fluctuating demographics
 Environment instability
 Disparity and comprehensive equity

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These are the sustainable issues which create a problem in the environment (Hilty,
Lohmann & Huang, 2011). The strong economic development practiced has been
escorted by gains in material well-being in all parts of the world. Government sustainable
growth faces a lot of challenge of discrimination. The best way to balance the tasks and
occasions of evolution and to solve economic growth issues from environmental
pressures (Hilty, Lohmann & Huang, 2011).
Effects on the society: -
Just like population growth Natural resources are disturbed. Developed countries with
the comparatively high amount of the essential natural resources have low or even
negative population growth. The developing countries with high productiveness rate and a
population that deeply depends on the resources found in the lack of a sufficient amount
of the key resources (Tang, & Zhou, 2012). The nations with the highest pressure on
natural resources have the greatest level of poverty which positions the main problem in
the transition to sustainability. The developed countries currently do not have issues with
the lack of resources but it is only a matter of time when reduction of resources will
become a problem in the world. Many environmentalists’ impulse the government and
population to a sustainable lifestyle that decreases an individual carbon footprint affect
the environment as well as the pressure on natural resources (Tang, & Zhou, 2012).
Societal influences impacting the sustainability problem
PESTLE Analysis of Coffee
Political or Legal: - Standards relating to coffee methods are becoming more essential in the
industry. Socially, ecologically and cautiously there is an increasing force for business to
trade (Zalengera, et al., 2014). The coffee industry is reflected by a high demand and

GREEN MARKETING 3
increasing market value for maintainable coffees like specialized coffee which give assurance
to fair price producers. Starbucks customers now have an option to purchase fair trade coffee
(Nga, & Shamuganathan, 2010).
Economical: - The impact of coffee on the economy is much stronger. The higher difficulty
of coffee manufacture and trade recognized essential sectorial connections within the
economy (Hamari, Sjöklint & Ukkonen, 2016). The economic presentations and growth
prospects of many developing countries are majorly dependent on commodity issues. The
economy of coffee went through decades of growth but also issues and growing trends
towards overproduction (Hamari, Sjöklint & Ukkonen, 2016).
Social: - The market for coffee need to change in consumer attitudes or else it may be
exposed by health and lifestyle problems. Coffee is becoming less choice for consumers
mostly young people because they are becoming more health conscious (Zalengera, et al.,
2014). Competitors for the coffee industry are the increasing number of alternatives which
are available like health and energy drinks. The industry of coffee is responded to this change
in attitude by the provision of soy milk, and alternative drinks like as fresh fruit juices, herbal
teas, etc.
Technological: - Due to a wide variety of coffees which are available in coffee shops
consumers prefer less to buy coffees and teas from supermarkets (Nga, & Shamuganathan,
2010). Hi-tech tools and topmost ingredients are now easily accessible and are used to make a
variety of cold and hot deserts that are sold in coffee shops. Consumers are having more
information about the ranges of specialized fresh coffees that are available, and their tastes
are changing to accompany them (Nga, & Shamuganathan, 2010).
Environmental: - The environmental influence is nearly always positive and it is necessary
that coffee manufacture and its making should be taken into account for environmental needs