Qualitative Exploration of Semarang Consumers’ Responses to Starbucks’ Green Marketing Narrative

Abstract

Examining how customers in Semarang City feel about Starbucks' new "green" marketing story is the main objective of this research. Many multinational corporations, Starbucks included, are running sustainability initiatives to improve their public image and encourage customers to do the same in the face of mounting environmental degradation. Nevertheless, there has been a dearth of research on the subject of consumer apathy and confusion about green marketing, particularly in Semarang City. This study employs in-depth interviews with customers who were chosen at random to conduct exploratory research using a qualitative technique. We anticipate that the findings will give light on the extent to which Indonesian consumers react to and comprehend the sustainability story, and that they will also be useful in informing the creation of future marketing campaigns in the country.