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
Copyright Status
Publisher retained
Copyright Date
2016
College
Rosen College of Hospitality Management
Location
Rosen College of Hospitality Management
STARS Citation
Atzori, Roberta; Shapoval, Valeriya; and Murphy, Kevin Stephen, "Measuring Generation Y Consumers’ Perceptions of Green Practices at Starbucks: An IPA analysis" (2016). Faculty Scholarship and Creative Works. 406.
https://stars.library.ucf.edu/ucfscholar/406
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