Green Marketing And Climate Change: The Case Of Starbucks Indonesia

Fauzil Azmi, Ali Maksum


This journal examines the contribution of the Starbucks company to environmentally friendly issues that have an impact on climate change, especially Starbucks Indonesia. This journal aims to describe and analyze why and to what extent Starbucks Indonesia contributes to environmentally friendly issues. As we all know, climate change is a big challenge for Indonesia and the world. Starting from temperature changes, changes in rainfall patterns, drought and lack of clean water, extreme weather changes, to rising sea levels, climate change occurs due to increasing concentrations of greenhouse gases in the atmosphere such as carbon dioxide (CO2), methane (CH4), and nitrogen oxides (N2O). To complete the data, this research will be enriched with primary data in the form of interviews and field observations at a Starbucks Indonesia company and use library research data collection techniques by utilizing secondary data collected from libraries, books, journals, articles, print media, electronic media, and websites. The descriptive-analytical approach was used to collect and analyze the data. The analysis of this research uses green theory and green marketing to find out why and to what extent Starbucks Indonesia's contribution contributes to environmentally friendly issues. Environmental issues are issues all over the world that often arise. Governments, organizations, and some groups have been actively holding business companies to account regarding environmental damage such as unusual climate change, global warming, natural resource degradation, and population. In this case, the aim is for consumers to have significant environmental awareness and become more concerned with green products and contribute to a green environment.


Climate Change, Green Marketing, Starbucks

Full Text:



Adzkia, A. A. (2021, Februari 11). Banjir dan bencana beruntun di tengah cuaca ekstrem, 'Menurut pemerintah itu anomali cuaca, kami menyebutnya krisis iklim'. Retrieved from BBC News:

Amadea, A. (2021, September 28). Ultah ke-50 Starbucks Bagi-bagi Reusable Cup, Ajak Kurangi Limbah Plastik. Retrieved from KumparanFood:

Amadea, A. (2022, January 22). Starbucks Buka Coffee Experience Center di Bali. Retrieved from KumparanFood:

Angeline, M. E. (2015). Hubungan Green Marketing terhadap Pilihan Konsumen (Studi Kasus Pada The Body Shop Manado). Jurnal Sosial Ekonomi.

Arifin, Z. N. (2017, September 20). Starbucks Buka Gerai ke-300 di Terminal Domestik Bandara Ngurah Rai. Retrieved from Tribun Bali:

Azkiya, B. T. (2021, April 13). Ulang Tahun ke-19, Starbucks Indonesia Rayakan dengan Berdonasi Bibit Kopi. Retrieved from KumparanFood:

BBC. (2021, October 11). COP26: Mengapa angka 1,5C sangat penting dan dapat mengarah ke 'bencana iklim' bila tidak diambil tindakan, kata PBB. Retrieved from BBC News:

Bosnia, T. (2018, July 5). Kinerja Starbucks Membaik, Tak Ada Penutupan Gerai Lagi. Retrieved from CNBC:

CNBC. (2019, July 28). Omzet Rp 95 T & Punya Ribuan Gerai, Apa Rahasia Starbucks? Retrieved from CNBC:

Dagher.K, G. I. (2015). The Impact of Environment Concern and Attitude on Green Purchasing Behaviour: Gender as The Moderator. Contemporary Management Research, Vol. 11.

Fortunata, P. (2020, July 13). 6 Rahasia Sukses Kedai Kopi Starbucks hingga Mampu Mendunia. Retrieved from Kumparan:

Hadijah, S. (2021, August 13). 8 Tips Ngopi Hemat di Starbucks. Retrieved from Cermati:

Hayward, T. (2001). Constitutional Environmental Rights and Liberal Democracy. Political Studies, 117-134.

IEC. (2020). SEKILAS TENTANG ISO 14001. Retrieved from Indonesia Environment & Energy Center:

Inglehart, R., & Abramson, P. (1994). Economic Security and Value Change. The American Political Science Review, 88(2).

Kemenperin. (n.d.). Retrieved from

Laucereno, S. F. (2018, June 21). 150 Gerai Starbucks di AS Mau Tutup, Kok di RI Tambah 60? Retrieved from DetikFinance:

Liputan6. (2021, October 1). 1 Oktober Hari Kopi Sedunia dan Konsumsi Kopi di Indonesia Terus Meningkat. Retrieved from Liputan6:

Maesaroh. (2021, Desember 14). Diduga Pakai Bahan Kedaluwarsa, Starbucks Tutup Dua Gerai di Cina. Retrieved from Katadata:

Mkik, S. K. (2017). Green Advertising and Environmentally Consumption: The Level of Awareness and Moroccan Costumer’s Perception. Journal of Business and Management.

Natalia, E. C. (2018, May 7). Nestle Kucurkan Rp 100 T demi Jual Kopi Starbucks. Retrieved from CNBC:

Natalia, E. C. (2018, July 9). Starbucks akan Hilangkan Sedotan Plastik pada 2020. Retrieved from CNBC:

Schoonmaker, E. G. (1992). Between Protest And Power: The Green Party In Germany. Boulder: Westview Press.

Situmorang, J. R. (2011). Pemasaran Hijau Yang Semakin Menjadi Kebutuhan Dalam Dunia Bisnis. Jurusan Ilmu Administrasi Bisnis, 131-142.

Starbucks. (2021). Retrieved from

Sudjarwadi, L. Y. (2015). Membandingkan SDG 13 dan RPJMN: Perubahan Iklim.

Sumarwan, U. (2012). Riset Pemasaran dan Konsumen: Seri 2. Bogor: IPB Press.

Tim Dunne, M. K. (2017). International Relations Theories: Discipline and Diversity. Oxford: Oxford University Press.

Vibha, P. B. (2013). Qualitative research. Perspect Clin Res.

Wibowo, B. (2002). Green Consumerism dan Green Marketing Perkembangan Perilaku Konsumen dan Pendekatan Pemasaran. Usahawan, 12-15.


Article Metrics

Abstract view : 268 times
PDF - 118 times


  • There are currently no refbacks.

Creative Commons LicenseThis article is distributed under the terms of the Creative Commons Attribution 4.0 International License