GUIDELINE FOR ENVIRONMENTALLY FRIENDLY COFFEE SHOP BUSINESS
Keywords:
Environmentally friendly coffee shop business, Capacity developmentAbstract
This study aims to propose guidelines for capacity development and service enhancement of green coffee shop business and to find out ways to expand green coffee shop network to cover coffee shop business in Thailand. Data collection by interviewing and brainstorming to 32 green coffee shop business owners who signed an agreement to become members of the green coffee shop network was carried out. The operation guidelines for green coffee shops were evaluated by six experts from academic professional who have expertise in business development and green coffee shop business.
The results found that most of the green coffee shop business have a vision of operating their business from upstream to downstream, including business policy, procurement, human resource management, and preparation for developing the potential of the green coffee shop business. A manual for green coffee shops and certification for the “ECO PLUS COFFEE SHOP” label, divided into two parts: guidelines for promoting the potential of green coffee shop services according to criteria for participating in the green coffee shop project and for upgrading the level of green coffee shop service was addressed with the criteria for requesting certification of the “ECO PLUS COFFEE SHOP” label for enhancing environmentally friendly coffee shop businesses. The goal for them is to change behavior of coffee shop operators as well as consumption behavior of consumers, which can lead to a reduction in the amount of single-use plastic and the amount of greenhouse gas emissions. In addition, coffee shop operators are ready to provide services with environmentally friendly service standards at the international level and to create marketing opportunities to meet the increasing popularity of socially and environmentally responsible consumers.
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วารสารบริหารธุรกิจศรีนครินทรวิโรฒ ยินดีรับบทความวิจัยและบทความทางวิชาการด้านบริหารธุรกิจ เพื่อพิจารณาตีพิมพ์เผยแพร่ในวารสาร ซึ่งทัศนะและข้อคิดเห็นใดๆ ในวารสารฯ ถือเป็นความคิดเห็นและความรับผิดชอบโดยตรงของผู้เขียน มิใช่เป็นความคิดเห็นและความรับผิดชอบใดๆ ของคณะบริหารธุรกิจเพื่อสังคม มหาวิทยาลัยศรีนครินทรวิโรฒ ผู้ประสงค์จะนำบทความหรือบทวิจารณ์ใดๆ ไปเผยแพร่ จะต้องได้รับการอนุญาตจากวารสารเป็นลายลักษณ์อักษร ลิขสิทธิ์บทความที่เผยแพร่ทั้งหมดเป็นของวารสารบริหารธุรกิจศรีนครินทรวิโรฒ
