case study on green marketing

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Case Study: How Starbucks use Green Marketing Campaign to Grow their Brand

A t this time not a few companies that have switched to choose green marketing campaign to promote they products, but not all companies are quite serious in the campaign, the seriousness of doing green marketing campaign can be judged from the campaign conducted continuously and sustainably.

In this case, my value of Starbucks is quite serious in implementing green marketing campaign, not just trying to lure consumers alone but he really did to save the planet. Various strategies have been carried out by Starbucks in making green marketing campaign become interesting, that’s why I interesting to discuss Starbucks in this article.

• Top 5 Companies with Green Marketing Campaign
• 7 Advantages When Use Green Marketing on Your Business

Many kinds strategies adopted by Starbucks that I think quite unique and very beneficial to the preservation of the environment, not only interesting in terms of the product but also in terms of action to prove its seriousness in conducting the campaign, and here they are 5 Starbucks strategies that could be an inspiration for you:

#1. Do modification in products

The first thing done by Starbucks is doing modification in the product, taking into account a lot of cap waste that he will produce when the consumer has come out of his shop. Starbucks start to think to create a packaging that can be recycled easily.

As said by Starbucks : “It’s our commitment to purchase only the highest quality, ethically sourced and responsibly grown coffee. To reduce our own environmental footprint and fight climate change. And to give back to the neighborhoods and communities we’re a part of”.

This you can see in the picture below, you can see the start of a change in a Starbucks-owned packaging paper cup which started from 1971 to 2009 where packaging is Starbucks give to consumers is always an improvement to be more eco friendly.

#2. Get opportunity in the earth day

Earth day is an important day as a tangible manifestation of environmental conservation; Starbucks certainly not miss to participate in activities that are routinely performed in commemoration of earth day.

Each year a different theme Starbucks to commemorate the day, I took 3 years back theme as a tangible earth day green marketing campaign belong to Starbucks, and here they are difference theme earth day every year by Starbucks.

On April 22 Starbucks inviting everyone to bring in a reusable mug or tumbler and get a free brewed coffee or tea. The customer choice of brew, hot or iced This is happening at participating stores in the United States and Canada.

Starbucks recognize the impact one can make through careful, conscious choices. So he want to encourage and reward those of customer who use tumblers or travel mugs in their daily routines.

The customer will helping to reduce our environmental impact!. This campaign mean anytime customer bring in their own tumblr or travel mug to a participating Starbucks, they will get 10 cents off drink every day.

Starbucks Earth Day promotional campaign includes its green project, The Big Picture, where thousands of New Yorkers trade in their paper cups for reusable mugs.  Each coffee cup placed on the sidewalk leads to the formation of a design.  In the end, the large cup display forms an aerial mural of a sequoia tree.

To launch the campaign, Starbucks provided free coffee to customers who brought in their own reusable mugs. 

The campaign’s catch phrase “One person switching can save trees. Together we can save forests” shows how individual actions can lead to collaborative efforts to help the environment. [ Source! ]

“Bring 10 used paper cups to get a coffee tumbler”. This is the slogan for an environment protection campaign Starbucks Coffee Korea will host to mark Earth Day, which falls on April 22.

The company has stockpiled 1,000 tumblers for the event that will kick off at 11:30 a.m. at Seoul Plaza. During the event, it will also distribute 3,000 flower pots and compost made from coffee grounds.

#3. Utilize Facebook for campaign

Facebook is a social media that are complete enough to provide the necessary facilities to its users, it is not surprising that Starbucks chose to do green marketing campaign in Facebook, Starbucks actually not only choose Facebook account but there is also use a Twitter, Google Plus and Instagram. But most the activities can display that have been carried out by Starbucks is Facebook.

Can we see the example image below that I took from Facebook belongs to Starbucks, there you can see some campaign events with the green theme has been done by Starbucks starting from the year 2010 until now Starbucks never ceases to perform the update through his official account on Facebook, it is not surprising that many consumers are getting information about the event to be held by the Starbucks via this medium so that each event is carried with the green theme of this campaign can be fairly successful.

Green marketing campaign is a new way of doing marketing; of course it is not easy to do this kind of campaign, need totality and continuities to do that, so you will be taken seriously by your customers.

With totality businesses you can save the earth through your products and could even propitiate for consumers who want to save the earth. Eco-friendly campaign can give you more profit-fold as in my previous article that discussed the benefits of doing green marketing campaign.

As has been done by Starbucks can give you an example of the seriousness of doing green marketing campaign will give you get many benefit of it.

What do you think? Whether there campaign from Starbucks that you can apply to your brand? Please share your comment below.

– Written by Ratih –

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Measuring the effectiveness of green marketing campaigns

• April 14, 2024

In an era where environmental concerns are escalating, green marketing has emerged as a cornerstone of any business sustainability strategy . Green marketing campaigns not only spotlight a company’s commitment to sustainability but tap into the growing demand for environmentally friendly products and practices. 

In saying that, crafting a successful green marketing campaign requires more than just a message of environmental stewardship. It demands strategic innovation , authenticity, and measurable impact. Below, we delve into the core elements that make green marketing campaigns resonate with audiences and share some exemplary case studies of successful campaigns.

What makes a green marketing campaign successful?

A successful green marketing campaign seamlessly incorporates environmental responsibility with strategic marketing. Some of the main factors that contribute to its success include authenticity, clear and measurable goals, consumer engagement, value alignment, innovative communication, leveraging data, and measuring impact. 

Key Performance Indicators (KPIs) of green marketing campaigns

Key Performance Indicators (KPIs) concerning green marketing campaigns refer to metrics that help businesses measure the effectiveness of their sustainable marketing efforts. Some of the most pivotal KPIs of green marketing include brand perception changes, conversion rates, engagement rates, website traffic, and social media metrics. 

In addition, Return on Investment ( ROI ), audience growth, and sustainability impact metrics. These KPIs offer a comprehensive overview of a green marketing campaign’s success, assessing financial performance and the effectiveness of communication strategies in promoting sustainability. 

Examples of successful green marketing campaigns

Businesses are increasingly embedding sustainability goals into their marketing strategies, which has resulted in a substantial surge in green marketing campaigns. Below are several examples of successful green marketing campaigns you can take inspiration from. 

Patagonia’s “Don’t Buy This Jacket” Campaign

In a bold move, the outdoor clothing company Patagonia ran an ad during Black Friday urging consumers not to buy their jacket. The campaign aimed to highlight the environmental cost of consumerism . 

It was particularly successful as it sent out a powerful message that consumers should buy less and focus on repair, reuse, and recycling instead. This campaign boosted Patagonia’s brand loyalty and sales, revealing the power of aligning marketing with sustainability initiatives. 

Chipotle Cultivate Campaign

This campaign aimed to educate consumers about sustainable agriculture through a series of short films and a mobile game. By engaging people in learning about the source of their food and the benefits of sustainable farming practices, Chipotle strengthened its brand image as a supporter of environmental conservation.

Nissan The Electric Vehicle Polar Bear Campaign

Nissan’s campaign featured a polar bear in urban settings to symbolise the impact of climate change on wildlife, promoting electric vehicles as a solution to reduce carbon emissions. This visually powerful campaign increased awareness of electric vehicles and encouraged more environmentally friendly transportation choices.

Lacoste Save Our Species Campaign

Lacoste collaborated with the International Union for Conservation of Nature (IUCN) to launch limited-edition polo shirts where their iconic crocodile logo was replaced with images of endangered species. This initiative not only raised awareness about species conservation but also supported the cause with proceeds from the shirt sales, leading to a surge in donations and heightened public engagement.

Challenges in measuring the effectiveness of green marketing campaigns

Measuring the effectiveness of green marketing campaigns presents a variety of unique challenges. This is largely due to the multifaceted nature of sustainability but also the diverse expectations of stakeholders. Below are some of the most common challenges companies encounter when trying to measure the effectiveness of their green marketing campaigns. 

Quantifying environmental impact

Determining the direct environmental benefits of a campaign can be complex. Unlike conventional metrics such as sales or traffic, assessing the reduction in carbon footprint, waste, or water usage attributable to a marketing initiative requires comprehensive lifecycle analysis and can be difficult to quantify accurately.

Consumer scepticism

With the rise of greenwashing (where companies falsely claim environmental benefits), there is increased consumer scepticism towards green marketing messages. This scepticism can make it harder to gauge genuine engagement and trust through traditional metrics like engagement rates or sentiment analysis.

Long-term vs. short-term outcomes

Many green initiatives aim for long-term environmental and social impacts , which may not align with short-term marketing metrics. Tracking the sustained effect of a campaign on consumer behaviour or environmental outcomes over time can be challenging and may require longitudinal studies.

Varied Stakeholder Expectations

Green marketing campaigns often aim to appeal to a broad set of stakeholders, including consumers, investors, regulators, and NGOs. Each group may have different criteria for what makes a campaign successful, making it hard to develop a unified set of effectiveness measures.

Integrating Qualitative Data

Much of the success of green marketing campaigns is captured through qualitative data, such as consumer feedback, changes in brand perception, and media coverage. Integrating this qualitative data with quantitative metrics to provide a holistic view of campaign effectiveness can be challenging.

Standardisation of Metrics

The lack of standardised metrics and reporting frameworks for sustainability initiatives makes it difficult to compare the effectiveness of different campaigns or benchmarks against industry norms.

Cost Implications

Accurately measuring the effectiveness of green marketing campaigns can require significant investment in research and data analysis tools. Small and medium-sized enterprises (SMEs) may find it particularly challenging to allocate resources for this purpose.

Dynamic Regulatory Environment

The fast-evolving regulatory landscape around environmental claims and sustainability reporting can impact how green marketing campaign effectiveness is measured and reported, requiring constant adaptation.

Future trends in green marketing analytics

Sustainability is becoming increasingly central to business strategies, and green marketing analytics is evolving to meet the demand for more sophisticated, accurate, and actionable insights. 

One of the trends we can expect to see in green marketing analytics is the use of artificial intelligence (AI) and machine learning (ML). These tools will offer deeper insights into consumer behaviour and preferences for sustainable products . 

This will help to identify patterns and predict trends, enabling more targeted and effective green marketing strategies. It is also likely that companies will work to integrate Blockchain technology into their strategies for its ability to revolutionise tracking and reporting. 

Sentiment analysis for sustainability is also set to become increasingly important for assessing the public perception of brands’ sustainability efforts. This can help companies fine-tune their green marketing messages and strategies. 

We can also expect more platforms to facilitate collaboration between NGOs, companies, and governmental organisations to share insights and data. These cross-sector partnerships will be aimed at promoting sustainability. 

The green wave continues to sweep across the global market, and with that, the importance of green marketing campaigns has never been more pronounced. Businesses that successfully harness the power of sustainability can forge deeper connections with their audiences and contribute to a larger movement towards environmental responsibility.

About The Author

Shruthi Prakash

Shruthi is a dedicated digital marketer whose passion for all things digital drives her to leverage her skills to design campaigns that resonate with audiences and drive meaningful engagement, with a people-first marketing approach. Committed to eco-conscious living, she reduces her carbon footprint through mindful resource use, inspiring others to embrace sustainable choices.

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Green marketing: a case study of the outdoor apparel brand Patagonia

• Manuela Guerreiro University of Algarve
• Christina Muhs University of Algarve
• Mélanie Carvalho Neves University of Algarve
• Laura Engel University of Algarve
• Leandro Fernandes Cardoso University of Algarve

This case study will examine the main aspects of a Green Marketing strategy and give a concrete example of the outdoor retailer brand Patagonia. First of all, the relation of companies towards sustainability and the brand Patagonia will be introduced. Afterwards, the evolution of fast fashion and its change towards sustainability will be discussed. A short literature review will outline different definitions of Green Marketing. Subsequently, the Green Marketing strategy of Patagonia and two of its campaigns will be presented. Lastly, the discussion and conclusion will follow.

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Gossen M., & Kropfeld M. I. (2022). „Choose nature. Buy less.” Exploring sufficiency-oriented marketing and consumption practices in the outdoor industry. Sustainable Production and Consumption, 20, 720-736. https://doi.org/10.1016/j.spc.2022.01.005

Henninger, C., Alevizou, P., Oates, C. (2016). “What is sustainable fashion?” Journal of Fashion Marketing and Management, Vol. 20 No. 4, pp. 400-416. https://doi.org/10.1108/JFMM-07-2015-0052

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Kumar Kar, S. & Harichandan, S. (2022). Green Marketing innovation and sustainable consumption: A bibliometric analysis. Journal of Cleaner Production, 361, 132290. https://doi.org/10.1016/j.jclepro.2022.132290

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https://goodonyou.eco/what-is-fast-fashion/ . Accessed on 15/11/2022.

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https://sanvt.com/blogs/journal/fast-fashion-explained-meaning-and-history . Accessed on 15/11/2022.

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Effect of green marketing mix, green customer value, and attitude on green purchase intention: evidence from the USA

• Research Article
• Published: 12 September 2022
• Volume 30 , pages 11473–11495, ( 2023 )

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• Rizwan Raheem Ahmed 1 ,
• Dalia Streimikiene   ORCID: orcid.org/0000-0002-3247-9912 2 ,
• Hina Qadir 1 &
• Justas Streimikis 3 , 4  

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The undertaken research examines the impact of green attitude, green customer value (e.g., environmental image and perceived value), and green marketing mix (e.g., product, packaging, price, promotion, and place) on green purchasing intention. The research has integrated fundamental theoretical approaches of customers’ purchasing such as attitude-behavior context (ABC) theory, signaling theory, and theory of planned behavior (TPB) in the modified conceptual framework. Additionally, this research has also incorporated the green psychological benefits (e.g., nature experience, self-expressive, and warm glow) as mediating construct. The modified conceptual framework also unified green marketing (e.g., environmental advertising and green word of mouth) as moderator to investigate further the connotation between attitude, green customer value, green marketing mix, and green purchase intention. The survey method is used to collect data with a sample size of 896 customers that are well-versed with eco-friendly green products and services from the different urban centers of the USA. The data is analyzed through a structural equation modeling (SEM)–based multivariate approach by using SPSS 26, AMOS 26, and conditional process modeling software. The findings have demonstrated a positive and significant impact of green customer value, green marketing mix, and attitude on the green purchase intention of US customers. The study has further concluded that the green psychological benefits (mediator) and green advertising (moderator) have a significant influence on a relationship between attitude, green customer value (environmental image and perceived value), green marketing mix, and green purchasing intention. The results of this research can be helpful for researchers and academicians to get insight into theoretical approaches to green purchasing, and it can also be helpful for marketers to devise green marketing strategies to gain optimal competitive advantage in the long run.

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Rizwan Raheem Ahmed & Hina Qadir

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All authors contributed to the study’s conception and design. Material preparation, data collection, and analysis were performed by Rizwan Raheem Ahmed, Hina Qadir, Dalia Streimikiene, and Justas Streimikis. The first draft of the manuscript was written by Rizwan Raheem Ahmed, and all authors commented on previous versions of the manuscript. All authors read and approved the final manuscript.

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Ahmed, R.R., Streimikiene, D., Qadir, H. et al. Effect of green marketing mix, green customer value, and attitude on green purchase intention: evidence from the USA. Environ Sci Pollut Res 30 , 11473–11495 (2023). https://doi.org/10.1007/s11356-022-22944-7

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