Filipino consumers awareness and perception towards socially responsible coffee companies

This research examined how Filipino consumers awareness of Corporate Social Responsibility (CSR) programs of Starbucks Philippines and Figaro Coffee Company affect their perception of Filipino coffee companies. Likewise, this paper aimed to determine whether the consumers perception towards the coffee companies is dependent on demographics. To test this hypothesis, the researchers administered a survey to 250 Filipino coffee consumers. Findings revealed a positive relationship between the consumers awareness of the CSR programs of Starbucks Philippines and Figaro Coffee Company and their perception towards these companies. In addition, willingness to purchase from socially responsible coffee firms varied among consumers who differed in gender and income brackets. Meanwhile, willingness to purchase did not significantly vary as among consumers belongings to different age groups. Lastly, this study showed that Filipino coffee consumers were not able to differentiate the three stages of CSR. Overall, the researchers deduced that CSR creates business sustainability through a virtuous cycle. Consumers increased awareness leads them to support companies, allowing for sustainability in CSR initiatives. The low level of consumer awareness in the Philippines, implicates that Filipino coffee companies ought to establish strategic avenues to inform and educate consumers