Article Per Year (5 Year)
p-Index From 2019 - 2024
0.444
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This Author published in this journals
All Journal Society Journal of the Community Development in Asia
Brahmmanand Sharma
Prestige Institute of Management and Research
Humanities Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Greening Starbucks: Investigating the Relationship between Consumer Green Awareness and Purchase Intentions in Malaysia Jocelyne Lee; Sheue Hui Lim; Atiba Batul; Brahmmanand Sharma; Kavita Singh; Winnie Khor; Kamini Devi A/P Raveendran; Mei Ching Kong; Syrine Kooli; Samarth Pradhan; Daisy Mui Hung Kee
Journal of The Community Development in Asia Vol 6, No 3 (2023): Journal of The Community Development in Asia (JCDA)
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v6i3.2500

Abstract

Starbucks, a prominent player in the F&B industry, has integrated sustainability into its marketing strategies. Starbucks encourages environmentally and socially responsible behavior among customers. This research examines the impact of green awareness on consumer purchase intention. A survey was conducted with 120 Starbucks consumers in Malaysia, and the data was analyzed using SPSS. The findings reveal that environmental concerns, green price awareness, and social influence positively influence purchase intention. However, the study finds no significant association between green brand image, green products, and purchase intention. This research provides valuable insights into consumer perception of green awareness and its influence on purchasing decisions. It underscores the importance of genuine environmental action alongside marketing tactics. The study emphasizes the industry's role in advancing sustainable development aligned with the SDGs.
Membangun Budaya Etika Bisnis: Studi Kasus Nestlé Liem Gai Sin; Noor Fareen Abdul Rahim; Jocelyne Lee Jia Lin; Brahmmanand Sharma; Chanda Gulati; Hanis Zahira Binti Harmony Ghani; Gao Ming; Guo Yinuo; Hafisha Binti Mas Hassan; Andra Aprillia Ayu Triana; Yogita Pawar; Kamini Tomar; Kritika Mittal
Society Vol 10 No 2 (2022): Society
Publisher : Laboratorium Rekayasa Sosial FISIP Universitas Bangka Belitung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33019/society.v10i2.496

Abstract

Nestlé is one of the largest food companies in the world, with a presence in 191 countries and solid loyal customers. Nevertheless, a big organization like this cannot escape adverse ethical behavior in their company. Business ethics is the study of an organization’s corporate governance and initiatives related to corporate social responsibility. Businesses are morally obligated to give the public, stakeholders, customers, and the government the real worth of their money. Every firm engages in unethical practices for personal gain. This study aims to determine whether Nestlé will be able to survive in the long run if it is involved in unethical practices. Furthermore, this study intends to determine whether their involvement affects the customer’s purchase intention to buy their product. An online survey has been conducted to gather more information and provide evidence to support the conclusions. One hundred respondents from Malaysia, Indonesia, and India participated in this study. The analysis demonstrated that brand awareness, business ethics, and business ethics impact the intention of customers to buy Nestlé products. This study offers insightful information about how consumers view Nestlé, which could help them increase consumer trust in their brand.
Co-Authors Andra Aprillia Ayu Triana Atiba Batul Chanda Gulati Daisy Mui Hung Kee Gao Ming Guo Yinuo Hafisha Binti Mas Hassan Hanis Zahira Binti Harmony Ghani Jocelyne Lee Jocelyne Lee Jia Lin Kamini Devi A/P Raveendran Kamini Tomar Kavita Singh Kritika Mittal Liem Gai Sin Mei Ching Kong Noor Fareen Abdul Rahim Samarth Pradhan Sheue Hui Lim Syrine Kooli Winnie Khor Yogita Pawar