“A Methodological Review of Starbucks’ Sustainability Strategy: A Mixed-Methods Approach to Consumer Behavior and Environmental Impact”

This research explores the importance of achieving methodological fit when investigating real-world business challenges, specifically focusing on Starbucks' global sustainability strategies. The study examines how Starbucks' transition from single use to reusable cups impacts both its corporate sustainability goals and contributes to environmental well-being in the United Kingdom.A <b>mixed-methods approach</b> was adopted to address the complex research questions, combining quantitative data—such as consumer adoption rates of reusable cups—with qualitative insights into consumer behaviour and motivation. The research design is structured using the <b>research onion framework</b>, employing both inductive and abductive approaches to facilitate theory development and practical analysis.The study emphasizes the philosophical underpinnings of research, balancing <b>realist ontology with interpretivist epistemology</b>, to accommodate both measurable data and subjective human perspectives. Data collection involved secondary sources like Starbucks corporate blogs, government reports, and continuous surveys, complemented by primary data from internet-mediated observations such as customer comments and reviews.Ethical considerations are critically addressed, particularly in handling online data and ensuring participant anonymity and consent. The conclusion highlights the ongoing relevance of methodological fit in bridging the gap between academic research and practical business application, especially in areas related to sustainability and consumer behaviour.