Nowadays, more and more companies focus on the shared value between the company itself and the customers. One way for most of the companies to create a shared value is to act positively on the environment issue. However, recently an investigation into Starbucks and Tim Horton’s shows that paper cups in stores are not recycled. Both customers and employees show disappointments about this fact.
Starbucks labels itself as a for-profit public company and a leading company in green retail. Rick Fedrizzi, CEO and Founding Chairman of U.S. Green Building Council once said that “Every time you order a Starbucks, you cast a vote for the powerful impact the retail environment can have on our efforts to mitigate climate change and improve the quality of life for all of us.” When a news report shows that Starbucks fails in the recycling process of its paper cups, the labels Starbucks creating for itself seem ironic. If Starbucks does not treat their “green” impression as a special value adds to its customers, customers will not react so greatly to this report.
It is obvious that people hate to be cheated. Thus when the company decided to label its an environmental friendly company, it is essential for the company to keep consistent with this label. Otherwise, company will suffer a loss of profit because of the inconsistent and it is not wise to do so.
Article:
http://www.cbc.ca/news/business/tim-hortons-starbucks-recycling-garbage-1.3304770