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Introduction

Starbucks, the world’s largest coffee chain, has announced a new program to turn coffee mugs into reusable cups as part of its commitment to sustainability. The program aims to reduce waste and promote responsible consumption by encouraging consumers to use reusable cups instead of disposable cups. The competitive environmental label of the new packages will be expected to have an important impact on the environmental label, as it uses 6 billion Disposable caps per year, estimated SDGs of the United Nations Sustainable Development Goals, Climate degradation, environmental degradation, environmental degradation, and social challenges.

The sustainability dimension is a sustainable component to achieving these goals, as Companies can contribute to SDG 12 - Responsible Consumption and Manufacturing, which aims to ensure manufacturing and sustainability, through sustainable packaging that plays an important role in reducing waste, conserving natural products, and wearing responsible products encouraged to. This article aims to provide a critical analysis of Starbucks' packaging revision initiative, focusing on the potential benefits of the proposed packaging revisions in terms of consumer behavior.

The essay will first discuss the challenges of the sustainability improvements addressed by the program, and the proposed packaging changes are discussed. It will then explore theoretical frameworks for understanding consumer behavior and the expected impact of packaging changes on Starbucks consumers. Finally, the article will identify and discuss the most effective marketing communication strategies that should include packaging modifications to maximize the effectiveness of brand restoration.

Sustainability challenges addressed by Starbucks' packaging revision

Single-use plastic waste

Specific packaging challenges addressed by Starbuck's packaging changes included the excessive waste generated by single-use coffee cups and the environmental impact of manufacturers' causes Disposable single-use coffee cups are a major source of waste worldwide, with billions thrown away every year, most of which landfill or pollute the environment. Apart from the production of disposable cups which, needs more water, energy, and materials, contributing to carbon emissions and other environmental impacts.

According to Starbucks their innovative packaging solution allows customers to turn their coffee cups full it will be the reusable cups, therefore, reducing the amount of waste generated and sustainable practices are encouraged (Tsai et al., 2022). This will include a new cup with an easy-to-remove plastic lid and a reusable lid included in the. Starbucks has also implemented a “borrow cup” scheme in selected UK stores, where customers can borrow reusable cups and return them for repairs.

A key sustainability challenge that Starbucks’ packaging revision initiative addresses is the issue of single-use plastic waste. Every year, billions of discarded cups end up in landfills, oceans, and waterways, contributing to environmental pollution and degradation. By encouraging customers to use reusable cups, Starbucks aims to reduce single-use plastic waste and promote a more responsible way of consumption. Through this initiative this action by Starbucks can contribute to achieving SDG 12 - Responsible Consumption and Manufacturing.

Another packaging challenge addressed by Starbucks’ packaging was the preservation of natural resources. The production of disposable cups requires a lot of energy, water, and raw materials, which wastes natural resources (Sedtha et al., 2022). By promoting reusable cups, Starbucks can reduce the demand for single-use cups, thereby conserving natural resources and reducing the company’s environmental impact around the snow.

The challenges addressed by Starbucks’ packaging revision initiative are critical to the planet and the health and well-being of consumers. Single-use plastic waste contributes to environmental pollution, which can negatively impact ecosystems and wildlife. In addition, the production of disposable cups is energy and resource intensive and can have negative socio-economic impacts. By addressing these challenges, Starbucks can demonstrate its commitment to sustainability and promote responsible consumption among its customers (Bib.irb.hr, 2021).

Proposed Changes to the Product's Packaging

Use of Reusable Mugs

Starbucks’ packaging revision initiative aims to encourage consumers to use reusable cups instead of disposable cups. This includes incentives for customers to bring their cups, as well as the introduction of a new range of reusable cups that customers can buy. These cups are made from ceramic, metal, glass, and other sustainable materials and can be reused multiple times, reducing the amount of waste By using reusable cups, Starbucks can reduce its environmental footprint and contribute to achieving SDG 12 - Responsible Consumption and Production............

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