How often do you

patronize Starbucks?

Frequency

Percentage

50
54
14
2
120

41.7
45.0
11.7
1.7
100.0

Frequency
33
87
120

Percentage
27.5
72.5
100.0

Frequency
26
86
8
120

Percentage
21.7
71.7
6.7
100.0

Frequency
22
20
48
30
120

Percentage
18.3
16.7
40.0
25.0
100.0

Frequency

Percentage

Yes, i am more likely to purchase

62

51.7

No, it doesn't affect my purchasing choices

42

35

Their marketing strategy or environmental campaign

does not affect me

16

13.3

Total

120

100

Has Starbucks green marketing helped change your

consumer habit e.g. reuse, reduce and Recycle?

Frequency

Percentage

78
42
120

65.0
35.0
100.0

Occasionally
Sometimes
Frequently
Almost Always
Total
Sex
Male
Female
Total
Age
15 - 17 years old
18 - 20 years old
21 - 23 years old
Total
Year Level
1st year
2nd year
3rd year
4th year
Total
Does Green Marketing Campaign of Starbucks affect
your patronage of their products and services?

Yes
No
Total

In general, do you think Starbucks green marketing

strategies are effective?

Frequency

Percentage

9
5
53
48
5
120

7.5
4.2
44.2
40.0
4.2
100.0

Frequency

Percentage

30
46

25.0
38.3

Improve on their design e.g. logo, packaging

5.0

Apply stronger corporate social responsibility campaigns

38

31.7

Total

120

100.0

How has the green marketing strategy impacted

Starbucks?

Frequency

Percentage

Increased market share and consumer awareness

63

52.5

Increased companys profitability

Increased brand equity
Decreased companys finances
Decreased brand image
No significant impact

35
52
14
8
21

29.2
43.3
11.7
6.7
17.5

Very Ineffective
Ineffective
Average
Effective
Very Effective
Total
How do you think can Starbucks improve on their
marketing strategy?
Make prices more competitive
Increase promotional activities

Statements
1. Bio-plastics from coffee
grounds
2. StarbucksFor here
Reusable Coffee Cups

Extremely
Aware
4

Moderately
Somewhat
Aware
Aware
3
2
Frequency

26

39

36

23

40

42

3. Recyclable materials (e.g.

cups, napkins, and paper bags)

50

44

18

4. Water and electricity saving

technology in Starbucks retail
stores

21

31

52

5. Bring your own tumblers

20

41

27

6. In general, how aware are

you of the Green Marketing
Campaign mentioned above?

12

52

48

Not at all
Aware
1

WM

VI
Moderately
Aware
Moderately
Aware

19

2.60

15

2.59

3.13

Moderately
Aware

16

2.48

Somewhat
Aware

32

2.41

Somewhat
Aware

2.57

Moderately
Aware

Table _
Kruskal-Wallis: Comparison between the Respondents' Awareness on Starbucks' Green
Marketing Campaign when grouped according to how often do Respondents' Patronize
Starbucks

Often
Occasionally
Sometimes
Frequently
Almost Always

Mean
Rank
54.54
60.94
72.36
114.50

ChiSquare

P-value

Decision

9.284

0.026

Reject Ho

Table _ presents the test for significant difference between the respondents' awareness on starbucks'
green marketing campaign when grouped according to how often do respondents' patronize
starbucks. The decision is to reject the null hypothesis if the computed p-value does not exceed the
0.05 level of significance, otherwise, retain the null hypothesis if the computed p-value exceeds the
level of significance. As indicated in the table, the researchers reject the null hypothesis (since
0.026<0.05). Therefore, at 5% level of significance, there is a significant difference between the
respondents' awareness on starbucks' green marketing campaign when grouped according to how
often do respondents' patronize starbucks.

Table _
Mann-Whitney U: Comparison between the Respondents' Awareness on Starbucks' Green Marketi
when grouped according to Sex

Sex
Male
Female

Mean
Rank
61.77
60.02

MannWhitney U

P-value

1393.500

-0.267

0.789

Table _
Kruskal-Wallis: Comparison between the Respondents' Awareness on Starbucks' Green
Marketing Campaign when grouped according to Age

Age
15 - 17 years old
18 - 20 years old
21 - 23 years old

Mean
Rank
54.65
59.69
88.25

ChiSquare

P-value

Decision

6.882

0.032

Reject Ho

Table _
Kruskal-Wallis: Comparison between the Respondents' Awareness on Starbucks' Green
Marketing Campaign when grouped according to Year Level

Year Level
1st year
2nd year
3rd year
4th year

Mean
Rank
52.68
59.50
59.25
68.90

ChiSquare

P-value

Decision

3.444

0.328

Do not Reject
Ho

ss on Starbucks' Green
espondents' Patronize

Conclusion

Significant

nts' awareness on starbucks'

respondents' patronize
-value does not exceed the
puted p-value exceeds the
he null hypothesis (since
nt difference between the
grouped according to how

s on Starbucks' Green Marketing Campaign

Sex

Decision

Conclusion

Do not Reject Ho Not Significant

ss on Starbucks' Green
o Age

Conclusion
Significant

ss on Starbucks' Green
ear Level

Conclusion

Not Significant

1 Not at all Aware

1.51 Somewhat Aware
2.51 Moderately Aware
3.51 Extremely Aware
Ranges
1.00 - 1.50
1.51 - 2.50
2.51 - 3.50
3.51 - 4.00

Scale
1
2
3
4

Verbal Interpretation
Not at all Aware
Somewhat Aware
Moderately Aware
Extremely Aware