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Review ? AI-assigned paper type based on the abstract. Classification may not be perfect — flag errors using the feedback button. Tier 2 ? Original research — experimental, observational, or case-control study. Direct primary evidence. Environmental Sources Human Health Effects Marine & Wildlife Sign in to save

Systematic Literature Review: Strategi Green Marketing Dalam Meningkatkan Kesadaran Lingkungan Dan Minat Beli Starbucks Coffee

Jurnal Ilmiah Akuntansi Manajemen dan Ekonomi Islam (JAM-EKIS) 2024
Aldi Rahman, Andika Agus Yudistira, Fenty Fauziah, Lorine Kalista Noor

Summary

This systematic literature review analyzed green marketing strategies at Starbucks Coffee and their effectiveness in increasing environmental awareness and purchasing intent among consumers. Findings indicate that green marketing successfully boosts purchase interest and brand image, while helping reduce plastic use including microplastics.

The use of plastic replacing other materials exacerbates marine pollution, accumulation of nondegradable waste, and leads to greenhouse gas emissions and microplastics, threatening ecosystems and human health. This study aims to analyze the effectiveness of green marketing strategies in enhancing environmental awareness and purchasing interest in Starbucks Coffee products. The research methodology employs Systematic Literature Review (SLR), collecting data through documentation of relevant articles from similar studies. Findings indicate that green marketing effectively boosts purchasing interest and positively impacts brand image, influencing consumer purchasing decisions and loyalty

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