Business Research: Ethical Sourcing Case Study of Starbucks, Report

This report presents a business research analysis of Starbucks' ethical sourcing practices, focusing on its supply chain and commitment to sustainability. The research explores the company's efforts in ethically sourcing tea and cocoa, addressing consumer concerns about sustainable development. The methodology involved a systematic literature review, utilizing various databases and search terms to identify relevant articles published between 2017 and 2019. The report critically analyzes multiple studies, examining factors such as consumer motivation for ethical products, the demand for ethical foods, risk assessment in purchasing decisions, and the impact of brand failures on consumer behavior. The findings highlight the importance of collaboration, consumer awareness, certification schemes, and the influence of marketing strategies. The report concludes with implications for marketers, emphasizing the importance of transparency, social media engagement, and the adoption of modern technologies to enhance the quality and freshness of products. A summary table provides a concise overview of the reviewed literature, including research objectives, methodologies, key themes, and findings, offering valuable insights for future research and business strategies.

Running head: MANAGEMENT
Business research on sustainable ethical sourcing: A case study of Starbucks
Name of the university: Murdoch University
Name of the student:
Student Number:
Table of contents
Introduction................................................................................................................................2
Description of the search process...............................................................................................2
Critical analysis..........................................................................................................................3
Implications and conclusion.......................................................................................................5
Summary table...........................................................................................................................6
References................................................................................................................................10

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Introduction
Starbucks has achieved accolades and glory by emerging as one of the reputed companies dealing in coffee. Wide supply chain network
enhances the reputation of the brand. Mention can be made of the ethical practices, which helps in attaining trust, loyalty and dependence from
the clients and customers. Ethical sourcing is one of the aspects, which adds value to the corporate social responsibility. The plans cater to
produce ethically sourced tea and cocoa for the clients and customers. Some of the clients are concerned about the authenticity of the plans in
terms of securing the future through sustainable development. This assignment attempts to conduct comparative study for the aspect of ethical
sourcing for attaining sustainable development.
Description of the search process
At the initial stage, various cases, video recordings and sources were referred for expanding the knowledge horizons on the aspect of
ethical sourcing and sustainable development. In this stage, exclusion and inclusion criteria was followed for including relevant articles. This
process developed keywords, which were searched on the internet for directly transcending the research towards search engine optimization.
ProQuest was used for finding other articles on the subject matter. Through the action plans, the researcher aimed at selecting the articles, which
were published between 2017-2019. This process was accounted as an integral component of the inclusion and exclusion criteria. Summarized
tabular format of the literature review enhances the awareness of the readers regarding the themes and keywords used for conducting the
research.

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Critical analysis
Motivation to buy ethical products
According to Deans et al. (2018), collaboration is integral for the farmers in Ghana for expanding the scope and arena of the business in
the cocoa sector. The main emphasis is laid on the fact that motivation increases the concerns within the consumers to buy ethically sourced
products. On the contrary, Wunderlich and Smoller (2018) states that consumer awareness plays an important role in mapping the environmental
impact upon implementing certain marketing strategies. Food production methods creates heavy impact on the influences regarding purchasing
patterns. In this context, mention can be made of the theories of planned action and reasoned behaviour for investigating the patterns, which are
exposed by the customers in response to particular marketing strategies.
Demands for ethical foods
As per the arguments of Della et al. (2018), the emphasis has been placed on the transitions in the perceptions related to the demands for
ethical food. The direction of the propositions revolves around the fact that both processes and products are crucial for generating safe
production. On the other hand, Oya et al. (2017) is of the view that issuing certifications upgrades the standards and quality of the crops in the
low- and middle-income countries. Introduction of schemes provides a platform to the farmers to use effective technologies for maintaining the

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quality of the food grains until it reaches to the customers. Increase in the consumptions rates help to map the socio-economic outcomes.
Consideration of the arguments of Moretta et al. (2019), the researcher attempts to enhance the awareness of the readers about the approaches
towards systematic mapping towards upgrading the standards of customer loyalty.
Risk assessment in purchase
Kuchinka et al. (2018) opines that business decisions impact the risk assessments exercise, helping the brands to map the consumer
behaviour towards purchase. Along with this, mention is also made of the facts regarding variations, which prevail in the attitudes towards
sustainability and environmental issues. This situation reflects the diversity in the marketing practices. Risk assessment is an agent leading to the
sustainable and secure future of the businesses in terms of gaining loyalty from the customers. On the contrary, ÖZTOPÇU (2017) opines that
evaluation of the competitive strategies assists the coffee retailers to assess their position in the competitive ambience of the market. This
assessment is effective in terms of contributing to the economic development. Research and development, business model and innovation are the
main sources, through which innovation is embraced into the production.
Factors affecting decisions towards online shopping
According to Chen and Serhan (2019), light has been shed on the factors affecting mobile shoppers’ intention towards online shopping of
coffee. The findings relate to the facts that perceived values forms the intentions of the consumers. Utilitarian oriented groups have high
tolerance towards the website notifications regarding shopping. However, Govind et al. (2019) is of the view that dual attitudes influence the

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behavioural outcomes in the ethical consumption. The findings in this case revolve around the fact that brand preference adversely affects the
behavioural outcomes regarding the purchase of the ethical products. Kühn and Bothma (2018) suggests that the relationship between dining
experience and the ways to map the customer loyalty intentions can be correlated to the 3C model for assessing the strategies for achieving
higher competitive advantage. The findings in this direction cater to the fact that the average spending on coffee is quite high among the
patronages.
Sustainability in the consumer preferences
As per the arguments of Kim (2018), dedications towards removing the constraints in the coffee chain industry in terms of sustainability
forms the approach of the staffs regarding fulfilling the demands, needs and requirements of the customers. The findings relate to the fact that
Dedication based constraints and constraints-based factors contribute towards sustaining the preferences and demands of the customers. On the
contrary, Sakulsinlapakorn, Kongkidakarn and Jing (2019) is of the view that failure rates of the brands lead to customer turnover, which
degrades the position within the competitive ambience of the market. This situation creates negative impact on the buying behaviour of the
clients and customers. The attributes of aggression, trust, attrition and perceived fairness, helps in detecting the consumption patterns.
Implications and conclusion
This research acts as a secondary source of information for the marketers, especially, the coffee retailing brands, in terms of making
ethical judgments. The legislative parameter of Data Protection Act (1998) is crucial for gaining trust, loyalty and dependence on the
investments. The managers of the coffee retailing brands need to involve the clients and the customers in the decision making process for

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averting the instances of misunderstanding. This approach would also be effective for improvising on the public relations. In this context the
aspect of ethical sourcing is important in terms of enhancing the clarity in the information, which is disseminated to the clients and the
customers. The consideration of social media would be fruitful for the coffee retailing brands to increase the trafficking of the audience towards
the brand image. Privacy cookies and policies would help in securing the information shared by the clients and customers. Undertaking the latest
and modern technologies would be effective for upgrading the standards and quality of the production process. These techniologies would form
a central aspect in terms of maintaining the freshness of the crops until it reaches to the clients and customers.
Summary table
Serial
no
Citation Research
objectives
Research
methodology
Themes and
variables
Findings Conclusion and
future implications
1 Deans et al. (2018) To assess the
impact of
value chain
collaborator
s on market
capital of the
farmers in
Ghana
Data
processing
(qualitative
analysis)
Value chain
collaborator,
market capital
Motivation
increases the
concerns
within the
consumers to
buy ethically
sourced
products
This research can be
effective source of
information for the
researchers intending
to conduct further
research on
integration of the land
approaches for
entering into the
foreign markets
2. Wunderlich, and Smoller
(2019)
To
investigate
the impact of
consumer
awareness
regarding the
SPSS Consumer
awareness,
organic
farming
Food
production
methods
creates heavy
impact on the
influences
This research can be
used as a secondary
source of information
by the researchers
intending to conduct
further behaviour on

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organic
farming in
engineered
food
production
regarding
purchasing
patterns
factors influencing the
consumer buying
behaviour
3. Della Corte, Giovanna
and Fabiana (2018)
To examine
the transitions
in the
perceptions
related to the
demands for
ethical food
Literature
review
Ethical food
consumption
Both
processes and
products are
crucial for
generating
safe
production
This research acts as a
vital source of
information in terms
of future research on
sustainable and safe
food production
4. Oya et al. (2019) To examine
the effects of
certification
schemes on
sustainable
agricultural
production in
the low and
middle
income
countries
Meta-
analysis
Certification
schemes,
sustainable
agricultural
production
Fairtrade
certification is
practiced for
improving the
standards and
quality of the
agricultural
production in
the low and
middle
income group
countries
Dominance, weak
and not statistically
significant are the
tags attaches to the
statistical analysis on
the certification for
the agricultural
production. Scarcity
of the high quality
impact is a ground for
the researchers to
review the quality of
the schemes in the last
10 years
5. Moretta et al. (2019) To
investigate
the
approaches
towards
systematic
Bibliometric
analysis,
survey
Systematic
mapping,
customer
loyalty
Theoretical
consideration
s help in
monitoring
the activities
for enhancing
This resource can be
effective for carrying
out further research on
enhancing the
customer loyalty

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mapping
towards
upgrading the
standards of
customer
loyalty
the customer
loyalty
6 Kuchinka et al. (2018) To
understand
how business
decisions
impact the
risk
assessments
Sample test
analysis
Business
decision, risk
assessments
Variations
prevail in the
attitudes
towards
sustainability
and
environmental
issues
This research is an
effective source of
secondary information
for the researchers to
upgrade the standards
of customer loyalty
through risk
assessment
7. ÖZTOPÇU (2017) To
investigate
the
competitive
strategies
formulated by
the coffee
retailers for
contributing
to the market
economy
Case study
analysis
Competitive
strategies,
retail
marketing,
market
economy
Latest and
modern
technologies
are needed for
enhancing the
quality of
coffee
production.
Ambience of
the coffee
shops
adversely
affects the
purchase
decisions
This research is a
secondary source of
information for the
researchers intending
to conduct further
research on
competitive strategies
of coffee retailing
brands
8 Chen and Serhan (2019) To
understand
the factors
Pilot testing,
PLS analysis,
orientation
Online
shopping,
purchase
Perceived
values forms
the intentions
The research is
effective in terms of
mapping the tolerance

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affecting
mobile
shoppers’
intention
towards
online
shopping of
coffee
groups intention of the
consumers.
Utilitarian
oriented
groups have
high tolerance
towards the
website
notifications
regarding
shopping
of the customers
regarding purchasing
intentions
9 Govind et al. (2019) To examine
the ways in
which dual
attitudes
influence the
behavioural
outcomes in
the ethical
consumption
Pretest,
experiential
design
Ethical
consumption,
attitudes and
influences
towards
purchase
Brand
preference
adversely
affects the
behavioural
outcomes
regarding the
purchase of
the ethical
products
This research is an
effective source for
researching on the
behavioural patterns
towards the ethical
purchase
10. Kühn and Bothma (2018) To
investigate
the
relationship
between
dining
experience
and the ways
to map the
customer
loyalty
Hypothised
model, call
back
validation
strategy
Customer
loyalty,
intentions
The average
spending on
coffee is quite
high among
the
patronages
This research is an
effective source of
information for the
coffee retailers to
improve the customer
experience

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intentions
11 Kim (2018) To
understand
the
dedications
towards
removing the
constraints in
the coffee
chain
industry in
terms of
sustainability
Paper based
survey,
measurement
model
Sustainability,
constrains
Dedication
based
constraints
and
constraints-
based factors
contribute
towards
sustaining the
preferences
and demands
of the
customers
This research is an
effective source of
information for the
researchers to expand
the research scope on
sustainability for
achieving higher
customer satisfaction
12 Sakulsinlapakorn,
Kongkidakarn, and Jing
Zhang
To
investigate
the impact of
brand failure
on the
purchase
response of
the customers
Survey Brand failure,
response rates
When the
brands fail to
enhance the
brand image,
the consumers
are adversely
affected in
case of
making
purchasing
decisions
This research acts as
secondary source of
information for the
researchers intending
to conduct further
study on enhancing
the brand image

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References
Chen, Chien-Wen, and Serhan Demirci. "Factors Affecting Mobile Shoppers’ Continuation Intention of Coffee Shop Online Store: A
Perspective on Consumer Tolerance." " International Journal of Electronic Commerce Studies" 10, no. 2 (2019): 203-238.
Daniel GJ, Szilvia Balazs, Marius Dan Gavriletea, and Borivoje-Boris Djokic. "Consumer attitudes toward sustainable development and risk to
brand loyalty." Sustainability 10, no. 4 (2018): 997.
Deans, Howard, Mirjam AF Ros-Tonen, and Mercy Derkyi. "Advanced Value Chain Collaboration in Ghana’s Cocoa Sector: An Entry Point for
Integrated Landscape Approaches?." Environmental management 62, no. 1 (2018): 143-156.
Della Corte, Valentina, Giovanna Del Gaudio, and Fabiana Sepe. "Ethical food and the kosher certification: a literature review." British Food
Journal (2018).
Kim, Byoungsoo. "The role of dedication-based and constraint-based mechanisms in consumers’ sustainable outcomes in the coffee chain
industry." Sustainability 10, no. 8 (2018): 2636.
Kühn, Stefanie, and Mia Bothma. "The coffee shop dining experience and customer loyalty intentions: Brewing the perfect blend." Management
Dynamics: Journal of the Southern African Institute for Management Scientists 27, no. 4 (2018): 12-28.

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Oya, Carlos, Florian Schaefer, Dafni Skalidou, Catherine McCosker, and Laurenz Langer. "Effects of certification schemes for agricultural
production on socio‐economic outcomes in low‐and middle‐income countries: a systematic review." Campbell Systematic Reviews 13, no. 1
(2017): 1-346.
ÖZTOPÇU, Aslı. "EVALUATION OF COMPETITIVE STRATEGIES OF COFFEE RETAILING IN ASPECT OF MARKET ECONOMY."
Business & Management Studies: An International Journal 5, no. 2 (2017): 246-267.
Rahul, Jatinder Jit Singh, Nitika Garg, and Shachi D’Silva. "Not walking the walk: How dual attitudes influence behavioral outcomes in ethical
consumption." Journal of Business Ethics 155, no. 4 (2019): 1195-1214.
Sakulsinlapakorn, Kongkidakarn, and Jing Zhang. "When Love-Becomes-Hate Effect Happens: An Empirical Study of the Impact of Brand
Failure Severity Upon Consumers Negative Responses." Academy of Marketing Studies Journal (2019).
Tartaglione, Andrea, Ylenia Cavacece, Giuseppe Russo, and Giuseppe Granata. "A systematic mapping study on customer loyalty and brand
management." Administrative Sciences 9, no. 1 (2019): 8.
Wunderlich, S., and M. Smoller. "Consumer awareness and knowledge about food sources and possible environmental impact." International
Journal of Environmental Impacts 2, no. 1 (2019): 85-96.