How Starbucks Can Do to Reduce the Plastic Cups Pollution

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Meanwhile, what Starbucks can do is to change the way it delivers the information to the customers. (Marc 2012) For instance, a Venti latte is now sold at $4.51. Customers who bring their own cups merely pay 4.41. However, if Starbucks now states that we charge the latte with $4.41 and an additional $0.1 fee using the paper cups, the advertising effect would be totally different since customers would feel that they have an extra charge of the coffee. Instead of pursuing gains, people are more likely to avoid unnecessary losses. (Marc 2012) The aversion to loss represent that people’s point of view of $0.1 is much more severe when they are forced to pay the bill.

In terms of management, Starbucks can tackle the pollution problems by delivering the message by CEO Howard Shultz to ensure that Starbucks is trying hard to alleviate pollution burdens and use mugs in the office or even in meetings instead of the paper cups. They should hire a third party to supervise their goals and practices in order to achieve the target of lowering the footprint. Furthermore, Starbucks should impose penalties to the managerial leaders if not attaining the goal. For instance, the senior leadership would have to bear a bonus or compensation cut if they are unable to meet the criteria. In this manner, it would send a strong message to the public that Starbucks really cares about the environment and takes it seriously.

Conclusion

Starbucks is tacking with the pollution problem caused by plastic cups in recent years and is aiming to lower the environmental footprint on earth. In this white paper, I provided several methods to lighten the pollution effect. Firstly, Starbucks should build up a well-rounded training system for their workers so that they will promote the reusable cups to customers. Second, Starbucks can give customers who bring their own cups further discounts to attract them to use their own cups. Third, what Starbucks can do is to change the way they deliver the information to the customers. A small different in slogan can exert a tremendous impact. Lastly, the CEO of Starbucks can deliver the message to the public not only on their website but also in the media conference to demonstrate that they are trying hard to lower the footprint. If Starbucks can attain its goal of reducing the use of plastic cups, it would exert a positive effect on both the public and its customers. More importantly, it can lower the environmental footprint on earth.

Reference:

Adam.M(April 7,2014) Why Starbucks won’t recycle your cups

http://www.bloombergview.com/articles/2014-04-07/why-starbucks-won-t-recycle-your-cup

Conrad.M(November 9,2015) 4 ways Starbucks can fix its cup recycling dilemma

http://www.greenbiz.com/article/4-ways-starbucks-can-fix-its-cup-recycling-dilemma

Jessica.S(January 4, 2013) How Starbucks plans to reduce its paper cup waste

http://www.greenbiz.com/news/2013/01/04/how-starbucks-plans-reduce-its-paper-cup-waste

Karlene.L( January 10, 2013) Survey: Solid Uptake For Starbucks’ Reusable Cups

http://www.mediapost.com/publications/article/190760/survey-solid-uptake-for-starbucks-reusable-cup.html

Lenny.I (2013) Starbucks cup discount= more waste

http://www.starbucksfaster.com/post/39639772800/starbucks-cup-discount-more-waste

Marc.G(May18, 2012) Behavioral economics at Starbucks

http://www.marcgunther.com/behavioral-economics-at-starbucks/

Stephanie.R( March 28, 2008) Plastic Pros and Cons

http://www.alive.com/lifestyle/plastic-pros-and-cons/

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