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The Impact of Starbucks’ Corporate Social Responsibility Strategy on Brand Loyalty in China

Author

Listed:
  • Zhang Xinyue

    (Universitas Pendidikan Ganesha (Undiksha, Singaraja, Bali Indonesia)

  • Putu Indah Rahmawati.

    (Universitas Pendidikan Ganesha (Undiksha, Singaraja, Bali Indonesia)

  • Ni Made Ary Widiastini

    (Universitas Pendidikan Ganesha (Undiksha, Singaraja, Bali Indonesia)

Abstract

This thesis investigates the impact of Starbucks’ Corporate Social Responsibility (CSR) strategy on brand loyalty in the Chinese market. Drawing upon four core CSR dimensions—ethical sourcing, community engagement, environmental initiatives, and employee welfare—the study adopts a quantitative research approach to evaluate consumer perceptions and behavioral intentions. A structured survey was conducted among 265 Starbucks customers in major metropolitan cities across China. The results of descriptive statistics and correlation analyses reveal that all four CSR components positively influence brand loyalty, with community engagement and environmental initiatives having the most significant effect. Notably, 92.1% of respondents indicated CSR as the primary reason for their loyalty to Starbucks. The study integrates Stakeholder Theory, Social Identity Theory, Resource-Based View (RBV), and the Triple Bottom Line (TBL) framework to interpret these findings. While CSR is shown to enhance emotional brand attachment and competitive positioning, challenges such as green-washing, cultural contextualization, and consumer skepticism are acknowledged. This research provides strategic insights for multinational firms aiming to enhance brand loyalty in emerging markets by aligning CSR initiatives with local consumer values and expectations.

Suggested Citation

  • Zhang Xinyue & Putu Indah Rahmawati. & Ni Made Ary Widiastini, 2025. "The Impact of Starbucks’ Corporate Social Responsibility Strategy on Brand Loyalty in China," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(7), pages 4231-4238, July.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-7:p:4231-4238
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    References listed on IDEAS

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    1. Morteza Akbari & Alireza Nazarian & Pantea Foroudi & Nader Seyyed Amiri & Elham Ezatabadipoor, 2021. "How corporate social responsibility contributes to strengthening brand loyalty, hotel positioning and intention to revisit?," Current Issues in Tourism, Taylor & Francis Journals, vol. 24(13), pages 1897-1917, July.
    2. Mobin Fatma & Imran Khan, 2023. "CSR Influence on Brand Loyalty in Banking: The Role of Brand Credibility and Brand Identification," Sustainability, MDPI, vol. 15(1), pages 1-13, January.
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