Good Coffee, Good Company? Gauging the Effectiveness of Starbucks' CSR Communication (2008)

Undergraduates: Molly Malloy, Molly Malloy

Faculty Advisor: Jane Brown
Department: Journalism & Mass Communication

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The last decade has seen an increasing awareness on the part of companies, both U.S. and global, of the importance of portraying themselves as socially responsible, i.e., as corporate citizens. Corporate social responsibility (CSR) encompasses a wide spectrum of ideals, behaviors and programs that companies seek to realize, including sustainability, employee benefits, and community outreach. However, effective communication on the company’s part is often what’s missing in the practice of good CSR efforts. Many CSR messages never get through to stakeholders. Additionally, research shows many stakeholders misconstrue the motives of the companies sending the messages, doubting the credibility of its CSR efforts. This study examined stakeholder reactions to and awareness of CSR messaging using Starbucks Coffee Company, a purported socially responsible company and its largest stakeholder group, consumers, as a case study. The study employed an online survey of a random sample of UNC undergraduate students as its method. Through the survey data, the study aimed to both gauge the effectiveness and influence of CSR communication and to develop a successful procedure of CSR reporting that will assist corporate communicators in their daily efforts.