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Consumerism, Coffee Shops, and the Environment#TeamStarbucksRyan HealeyJoseph YagodaJoe Moynihan

Urban Consumerism Wealth of cities is greater than wealth of

country as a whole. Phenomenon of the rising urban middle

class BCG: $10 trillion market in India and China

Background: Starbucks CEO: Asia is major growth area

• China: 1999

• India: 2012First Store

• China: 570• India: 6

Number of

Stores

Research Question What does Starbucks mean to the new

urban consumer in China and India? What does this relationship mean for the

environmental future?

Methodology Toured Starbucks in 3 Chinese cities and

1 Indian city; visited other coffee shops as well

Took observations on product offerings, pricing, consumer behavior, and décor

Chatted with Chinese and Indian coffee consumers

Findings: China

Didactic Process

Behavioral

Personal

Global

Behavioral

Personal

Global

Construction of the Global Consumer Buys specific

products Simultaneously

maintains a certain set of values regarding others and the environment

Environmental Messaging Potentially a marketing

strategy: “Starbucks seems to

care about protecting the environment.”

Simultaneously reflects and creates environmental values

Stepping stone to “sustainable consumption” possibility

India

“Starbucks and Tata working together to strengthen the communities we serve and to bring high quality Arabica coffees, grown and roasted in India to the world."

Lack of Environmental Narrative

Final Thoughts Starbucks reflects and generates ideas

regarding how one ought to act as a global consumer.

Potential for the combination of a consumption narrative with a sustainability narrative.

Expansion of Starbucks is not a panacea—culturally dependent.