Measuring Generation Y Consumers’ Perceptions of Green Practices at Starbucks: An IPA analysis

Roberta Atzori, University of Central Florida
Valeriya Shapoval, University of Central Florida
Kevin Stephen Murphy, University of Central Florida


Following the trend of sustainability, many organizations in the restaurant industry have considered this movement as an opportunity and have started to "go green." In this study, we analyzed Starbucks, the American global coffeehouse chain. Through an importance-performance analysis, we investigated the gap between the importance assigned by customers to a set of green practices that can be implemented by restaurants and their perception of Starbucks' performance. The results suggest that, by making some green practices visible to their customers, Starbucks is creating the perception that the company is performing well in several other "green" areas.