Title

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

Keywords

Green practices, importance, IPA, performance, restaurants, Starbucks, sustainability

Abstract

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.

Publication Date

9-26-2016

Original Citation

Azori, R., Shapoval, V., & Murphy, K. (2016). Measuring Generation Y consumers’ perceptions of green practices at Starbucks: An IPA analysis. Journal of Foodservice Business Research, doi 10.1080/15378020.2016.1229090.

Document Type

Paper

Language

English

Source Title

Journal of Foodservice Business Research

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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http://dx.doi.org/10.1080/15378020.2016.1229090

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