PROJECT TITLE: How to start up a socially responsible company: Corporate

social responsibility in coffee industry for sustainability and competitive

advantage

I. Explanation and Evaluation of the stages of the project lifecycle (PLC)

(e.g. initiation, planning, execution and closure) and their importance to the
success of a project. (P1, 1/2M1)

1. Initiation

Steps for the project initiation phase may include the following:

- Undertaking a feasibility study: The aim of this project is to examine the

present state of affairs and develop a corporate social responsibility (CSR)
strategy for the coffee sector. This strategy will be crafted based on extensive
data gathered from surveys and interviews with businesses, consumers, and
industry specialists.

- Identifying scope: This project will be conducted in Vietnam, with the goal of
interviewing a minimum of two owners or founders of F&B businesses and
twenty potential customers.

- Identifying deliverables: This project is structured as a mini-research

endeavor, indicating it is a smaller-scale research initiative.

- Identifying project stakeholders: Interviewee, owner in coffee industry,

coffee lover.

2. Planning

The Project Lifecycle (PLC) planning phase is pivotal for laying the foundation
of a successful and impactful endeavor, such as "How to start up a socially
responsible company: Corporate social responsibility in the coffee industry for
sustainability and competitive advantage." A meticulously crafted plan serves as
a strategic roadmap, intricately guiding the process of launching a business that
emphasizes both social responsibility and environmental sustainability within
the coffee industry.

1. Project Plan: The project plan acts as the cornerstone of project

management, providing a comprehensive overview of the project's timeline,
milestones, tasks, and limitations. It ensures clarity and direction for
stakeholders, guiding efficient resource allocation, time management, and focus
on objectives. Key stages include market and consumer research, interviews
with coffee industry owners or founders, and information synthesis.

2. Gathering Resources: Acquiring essential tools, equipment, technology, and

human resources is crucial for project efficiency and success. Establishing a
Google Form for collecting data on consumer preferences in the coffee sector is
one critical aspect of resource gathering.

3. Anticipating Risks and Quality Roadblocks: Identifying and mitigating

risks is vital for minimizing disruptions and maintaining project quality and
timeline. Proactively addressing risks and quality roadblocks safeguards the
project's success and reputation. Conducting a thorough risk assessment and
implementing mitigation strategies minimize negative operational and financial
impacts.

Overall, a meticulously crafted plan guides the intricate process of launching a

socially responsible company in the coffee industry, ensuring alignment with
sustainability goals and competitive advantage.

3. Execution( cho project)

In the project execution phase, several key steps are essential for success:
Tasks and Workflow Organization: Meticulous planning and organization of
tasks and workflows are crucial during this stage. Breaking down the project
into manageable tasks, assigning responsibilities, setting objectives, and
establishing timelines ensure efficient progress. Effective task management and
workflow organization facilitate timely and high-quality deliverables,
minimizing errors and maintaining stakeholder satisfaction. Enhanced
communication and collaboration fostered by organized workflows lead to
improved productivity and outcomes.

Budget Management: Efficient budget management is vital for the project's

success. With a budget ranging from 500,000 VND to 1,000,000 VND,
monitoring expenses associated with tools like Google Forms and data analysis
is crucial. Proactive budget monitoring helps identify and address potential cost
overruns promptly, ensuring responsible resource utilization throughout the
project execution phase.

4. Closure

Analyzing project performance: In the planning phase of the project lifecycle,

it is essential to establish metrics and criteria for evaluating project
performance. This involves assessing whether the project's goals were achieved,
tasks were completed within the designated timeframe and budget, and if the
initial problem or opportunity was adequately addressed. Utilizing a checklist
aids in conducting a systematic evaluation, enabling the identification of
strengths and areas in need of improvement.
Documenting project closure: Documenting project closure encompasses
ensuring that all project components are satisfactorily finalized and that no
outstanding tasks remain unresolved. It also entails delivering comprehensive
reports to key stakeholders, outlining the project's accomplishments, insights
gained, and suggestions for future initiatives.

Conducting post-implementation reviews: Post-implementation reviews

entail conducting a thorough evaluation of the project's performance,
incorporating lessons learned to inform future endeavors of a similar nature.
This process involves scrutinizing project documentation, assessing stakeholder
feedback, and pinpointing areas ripe for enhancement. Such reviews serve to
consolidate the project's outcomes, delineate achievements and shortcomings,
and gather invaluable insights to guide subsequent projects.

Accounting for used and unused budget: Ultimately, accounting for both
utilized and unused budgetary resources is imperative for maintaining financial
transparency and effectively allocating resources. This process entails
reconciling the actual expenditures incurred during the project with the initially
allocated budget, thereby identifying any surplus or deficit. Such meticulous
financial tracking ensures accountability and informs decision-making for future
resource allocation endeavors.

The importance of the project lifecycle (PLC) to the success of a project:

A structured approach like PLC is invaluable for managing projects

comprehensively, from inception to closure. It enables the meticulous
definition, planning, execution, and evaluation of the project's progress at each
stage, ensuring that sustainability goals are seamlessly integrated into every
facet of "Corporate social responsibility in coffee industry for sustainability and
competitive advantage".
Risk management is facilitated by PLC, allowing for the identification and
mitigation of potential risks throughout the project lifecycle. This is particularly
crucial for socially responsible initiatives, where risks related to compliance,
reputation, or ethical considerations may arise. Early identification of these risks
enables proactive measures to be implemented.

Effective resource allocation, including time, money, and manpower, is

enabled by the lifecycle approach. This is pivotal for sustainability initiatives
within the coffee industry, which may necessitate investment in new
technologies, training, or partnerships. By strategically planning resource
allocation throughout the lifecycle, the project can maintain alignment with
objectives and remain within budget.

Stakeholder engagement is emphasized by PLC, ensuring that the concerns

and expectations of various stakeholders are acknowledged and addressed. In
the context of socially responsible projects in the coffee industry, engaging
stakeholders such as communities, consumers, and regulatory bodies is essential
for success. Their input can help shape project objectives, enhance acceptance,
and amplify impact.

II. Examination and Evaluation of a range of research methods and

strategies and their importance to project management and Critical
evaluation of the project-management process, PMP and research methods
for gathering information and data collection. (P3, M2)

A. Secondary research:

Definition of Secondary Research:

- Secondary research, also known as desk research, is the process of collecting

information, data, and analysis from existing sources rather than gathering new
data. These sources may include books, reports, online documents, scientific
articles, and published statistics. The purpose of using secondary research is to
gain a better understanding of the research topic, identify trends, discover
important information, and support decision-making.

Strengths:

- Accessibility: With the development of the internet, finding data has become
more accessible.

- Cost-effective: Secondary research saves a significant amount of money

because you can collect data no matter where you are by the internet.

- Time-Saving: Researchers can save time by using available data on the

internet, this allows them to focus on analysis rather than time instead of data
collection.

Weaknesses:

- Relevance: The data might not completely align with the current research
goals since it was gathered for alternative purposes.

- Accuracy: Depending on its original collection methods, there could be

doubts regarding the accuracy and comprehensiveness of the data.

- Outdated Information: The fast-paced nature of change, particularly in

sectors such as banking, can make secondary data obsolete rapidly.

- Relevance, Importance, and Necessity of Secondary Research Method for

the Topic and Research Project:
+ Secondary research is crucial for developing a contextual comprehension of
CSR in the coffee industry, which can impact policy making and strategic
choices.

+ It aids primary research by pinpointing gaps in existing literature and shaping

the development of new research inquiries.

+ Moreover, for empirical evidence, secondary research provides a basis for

comparing and contrasting with primary data, enhancing the depth of analysis
and resultant conclusions.

1. Literature review:

Explaining the Definition of Literature Review:

A literature review on CSR in the coffee industry entails methodically

reviewing and summarizing scholarly research, articles, reports, and
publications concerning CSR practices within the coffee sector. The aim of this
review is to attain a thorough grasp of the present status of CSR endeavors,
obstacles, trends, and exemplary practices within the coffee industry.

Strengths:

1. Comprehensive Understanding: Offers a thorough grasp of CSR principles

and sustainable business strategies.

2. Informed Decision-Making: Guides decisions with insights from successful

CSR initiatives and industry challenges.

3. Identification of Best Practices: Highlights effective practices about CSR

from the coffee industry and related sectors.

4. Empirical Validation: Validates theoretical concepts and practical

applications with empirical studies and case analyses about CSR in the coffee.
Weaknesses:

1. Bias and Limitation of Sources: Literature may be biased towards certain

perspectives or regions, potentially excluding valuable insights from diverse
sources.

2. Outdated Information: The review may include outdated information that

does not reflect the latest trends and practices in the fast-evolving field of
corporate social responsibility (CSR) in the coffee industry.

3. Language and Access Barriers: Language barriers and restricted access to

academic journals may limit the inclusivity of the review, potentially
overlooking valuable insights.

4. Quality and Credibility of Sources: The review may include studies with
varying levels of rigor and credibility, leading to the incorporation of flawed or
biased research.

The Appropriateness, Importance, and Necessity of the Literature Review

Method for the Topic and Research Project:

Contextual Understanding: A literature review is crucial for gaining a

comprehensive understanding of corporate social responsibility (CSR) in the
coffee industry, providing essential context for the research project.

Identification of Best Practices: It helps identify successful strategies and best

practices in CSR within the coffee industry, guiding the development of
effective startup strategies.
Risk Mitigation: By highlighting potential challenges and risks, the literature
review enables proactive mitigation strategies, ensuring the startup's
sustainability and success.

Support for Decision Making: Literature review findings inform evidence-

based decisions on market positioning, stakeholder engagement, and resource
allocation, enhancing the company's competitive advantage.

B. Primary research:

The Definition of Primary Research:

- In the realm of Corporate Social Responsibility (CSR) in the coffee industry,

primary research involves gathering firsthand data directly from sources within
the sector to tackle specific research inquiries or objectives related to CSR
practices. This approach entails direct exploration, wherein researchers collect
fresh information using methods like surveys, interviews, observations,
experiments, or case studies carried out in coffee establishments. For this study,
the interview and survey methods will be utilized.

Strengths:

- Customized and Relevant Data: A key advantage of primary research lies in

its capacity to gather personalized and pertinent data directly from coffee
companies. Researchers can customize their data collection methods to address
specific research inquiries and objectives, guaranteeing that the obtained data
directly aligns with the study's emphasis on CSR practices within the coffee
industry. This enables a more focused and thorough examination of CSR
initiatives, challenges, and results.

- Control over Data Collection Process: Primary research grants researchers

more control over the data collection process in contrast to secondary research
methods. Researchers have the autonomy to design research instruments, such
as surveys or interview protocols, tailored to capture the necessary information
to address their research inquiries efficiently. This level of control enables
researchers to mitigate bias, uphold data quality, and optimize the validity and
reliability of their findings.

- Opportunity for In-depth Exploration: Primary research presents

researchers with the chance for thorough exploration of CSR practices within
coffee institutions. By employing methods like interviews, observations, or case
studies, researchers can delve into rich, nuanced insights regarding the
intricacies, motivations, and impacts of CSR initiatives on organizational
stakeholders, encompassing employees, customers, communities, and investors.
This depth of understanding is invaluable for uncovering underlying
mechanisms, drivers, and barriers to CSR implementation in the coffee industry.

Weaknesses:

- Resource Intensive: Primary research can demand significant resources in

terms of time, manpower, and finances. Conducting surveys, interviews,
experiments, or case studies within coffee institutions may necessitate
substantial investments in participant recruitment. This can present challenges
for researchers, especially those with limited resources or access to coffee
organizations.

- Bias: Primary research is vulnerable to various biases, including researcher

bias, respondent bias, and sampling bias. Researchers or interviewers may
inadvertently influence study outcomes through the design of research
instruments, interpretation of findings, or personal biases. Respondents may
also provide biased or socially desirable responses, particularly when addressing
sensitive topics such as CSR practices. Moreover, sampling bias may arise if the
selected sample of coffee institutions or stakeholders does not accurately
represent the broader population, leading to biased or ungeneralizable findings.

The Appropriateness, Importance, and Necessity of the Primary Research

Method for the Topic and Research Project:

- Contextual Relevance: Primary research empowers researchers to gather

firsthand data directly from coffee institutions, offering insights into the specific
CSR activities and sustainability objectives pursued. This contextual
comprehension is crucial for identifying unique challenges, best practices, and
opportunities for enhancement within the sector, which may not be adequately
addressed in existing literature or secondary sources.

- Validity and Reliability: By collecting original data through methods like

surveys, interviews, or observations, primary research bolsters the validity and
reliability of findings. Researchers can customize research instruments to
capture the nuanced perspectives and experiences of coffee customers,
regulators, and other stakeholders involved in CSR implementation. This
ensures that research findings accurately mirror the realities of CSR practices
within coffee organizations, thereby enhancing the credibility of empirical
evidence.

- Depth of Analysis: Primary research empowers researchers to conduct

thorough analyses of CSR activities and their impact on sustainability goals
within coffee. Through qualitative methods such as interviews or case studies,
researchers can delve into the underlying motivations, mechanisms, and
outcomes of CSR initiatives, unveiling insights that contribute to theory-
building and practical application in the realm of CSR management.
Methods of research in Primary Research:

Interview: The interview method stands as a widely utilized primary research

approach in both social and business research. It involves directly engaging with
individuals or groups to collect information and glean insights into their
perspectives, experiences, and opinions regarding a specific topic.

Strength:

In-depth Insights: Interviews allow for in-depth exploration of complex topics

related to corporate social responsibility (CSR), sustainability, and competitive
advantage in the coffee industry. Through open-ended questions, interviewees
can provide detailed insights, experiences, and perspectives that might not be
captured through other research methods.

Flexibility: Interviews offer flexibility in exploring emergent themes or topics

as they arise during the interview. Interviewers can adapt their questions based
on the responses received, allowing for deeper exploration of specific areas of
interest or clarification on ambiguous points.

Tailored Approach: Interviews can be tailored to the specific needs and

objectives of the research project. By selecting interviewees with relevant
expertise or experience in the coffee industry and CSR, researchers can gather
targeted information that directly contributes to the research goals and
outcomes.

Weakness:

Subjectivity in Perception: Respondents' interpretations of CSR-related

questions may be influenced by subjective perceptions of what constitutes
socially responsible behavior. This subjectivity could skew responses, leading
to a superficial understanding of the company's CSR efforts and their impact on
sustainability and competitive advantage.

Biased Representation: Interviewees may selectively highlight positive aspects

of CSR initiatives, presenting a biased view of the company's commitment to
sustainability. Without counterbalancing perspectives or independent
verification, interview data may overstate CSR achievements and downplay
shortcomings, hindering a comprehensive assessment.

Difficulty in Evaluating CSR Impact: Interviews may struggle to capture

tangible outcomes or metrics related to CSR impact, such as environmental
conservation efforts or community development projects. Without concrete data
points, it becomes challenging to evaluate the effectiveness of CSR strategies in
driving sustainability and competitive advantage.

The Appropriateness, Importance, and Necessity of Interview Method for

the Topic and Research Project: How to start up a socially responsible
company: Corporate social responsibility in coffee industry for sustainability
and competitive advantage

Insight into CSR Practices: Interviews offer a direct line of inquiry into the
CSR initiatives adopted by coffee companies. Through discussions with key
stakeholders, ranging from coffee producers to distributors and consumers,
interviews unveil the intricacies of CSR strategies, including environmental
sustainability efforts, fair trade practices, and community engagement
initiatives.

Understanding Stakeholder Perspectives: CSR in the coffee industry involves

a multitude of stakeholders, each with their unique perspectives and
expectations. Interviews enable researchers to gain firsthand insights into
stakeholders' perceptions of CSR, their priorities, challenges, and aspirations.
By capturing diverse viewpoints, interviews facilitate a comprehensive
understanding of the multifaceted nature of CSR within the industry.

Identification of CSR Opportunities and Challenges: Through interviews,

researchers can identify emerging CSR opportunities and challenges facing
coffee companies. Whether it's exploring innovative approaches to sustainable
sourcing, addressing labor rights issues, or navigating regulatory compliance,
interviews shed light on critical areas where companies can enhance their CSR
efforts for long-term viability and competitiveness.

Survey:

Definition of Survey:

A survey is a research method aimed at systematically collecting data and

information from a sample of individuals within a population. It typically
involves the administration of a structured set of questions to respondents, either
in person, over the phone, through mail, or online. Surveys are commonly used
to gather insights, opinions, attitudes, and preferences related to specific topics
or research objectives.

Strengths:

Data Collection from a Large Sample: Surveys allow researchers to collect

data from a large number of respondents efficiently, providing a broad
perspective on the research topic.

Anonymity and Privacy: Respondents can answer questions anonymously,

which may lead to more honest and candid responses, particularly on sensitive
topics.
Versatility: Surveys can be conducted through various mediums, including
online platforms, phone calls, or in-person interviews, making them adaptable
to different research contexts.

Weaknesses:

Limited Depth of Responses: Surveys often provide limited opportunities for

respondents to elaborate on their answers, potentially resulting in shallow or
superficial responses.

Response Bias: Respondents may provide socially desirable or biased answers,

skewing the results of the survey.

Low Response Rates: Surveys may suffer from low response rates, especially
if respondents perceive them as time-consuming or irrelevant.

Relevance, Importance, and Necessity: For the project "How to start up a

socially responsible company: Corporate social responsibility in the coffee
industry for sustainability and competitive advantage," surveys are crucial for
several reasons:

Understanding Stakeholder Perspectives: Surveys can help gather insights

from various stakeholders in the coffee industry, including consumers, coffee
producers, suppliers, and policymakers, regarding their attitudes, preferences,
and expectations regarding corporate social responsibility (CSR) practices.

Identifying Market Trends and Opportunities: Surveys allow researchers to

identify emerging trends, market preferences, and opportunities for integrating
CSR initiatives into coffee business models. This data can inform strategic
decision-making and help companies stay competitive in the industry.
Assessing Consumer Demand and Behavior: Surveys can assess consumer
awareness of and demand for socially responsible coffee products, as well as
their willingness to pay premiums for sustainable and ethically sourced coffee.
This information is essential for designing marketing strategies and product
offerings aligned with consumer preferences.

Informing CSR Strategies: By collecting feedback through surveys,

companies can better understand stakeholders' expectations and tailor their CSR
strategies to address relevant social and environmental issues in the coffee
industry. This proactive approach enhances corporate reputation, fosters
customer loyalty, and contributes to long-term sustainability and competitive
advantage.

III. Examination and Evaluation of the factors to be considered when

compiling a project management plan (PMP). (P2, 1/2 M1) and A detailed
PMP that covers aim, objectives, deliverables, quality, risk,
communication, resources and research methods and Justification of the
choices made in the design of the PMP for completing the aims and
objectives of the project. (P4, ½ M3)

1. Aim of the Project: Start up a socially responsible company: Corporate

social responsibility in coffee industry for sustainability and competitive
advantage

2. Objectives of the Project:

Research methods: Literature review, Interview, Survey.

To accomplish the objective of implementing CSR initiatives within coffee
companies to achieve sustainability goals, the researcher must follow several
crucial steps.

Firstly, conducting an extensive literature review is essential to gather insights

from existing research articles, reports, and publications concerning CSR
practices in the coffee industry.

Subsequently, the next step involves collecting primary data through interviews
or surveys with key stakeholders in the coffee sector. These engagements offer
firsthand insights into current CSR strategies, challenges, successful
approaches, and stakeholder expectations within the coffee industry.

By integrating these findings with the literature review, the researcher can draw
conclusions and formulate tailored recommendations for developing effective
CSR strategies for coffee companies aiming to establish sustainability and gain
a competitive advantage.

3. Deliverables: Small-scale research project for coffee industry.

4. Quality:

To ensure the quality of our research study, we need to concentrate on the

following factors:

Secondary research:

Clear Research Objectives: Establish precise and specific research objectives

that investigate the correlation between CSR endeavors and sustainability
objectives within the coffee industry.
Literature Review: Undertake a comprehensive literature review to
comprehend existing theories, frameworks, and empirical evidence pertaining to
CSR, sustainability, and practices within the coffee sector.

Data Analysis: Employ suitable statistical or qualitative analysis methodologies

to scrutinize the gathered data and examine hypotheses or uncover associations
between CSR initiatives and sustainability objectives in coffee.

Validity and Reliability: Ensure the validity and reliability of research

instruments, data collection processes, and analysis methods to bolster the
credibility and dependability of study findings.

Comparative Analysis: Contrast CSR initiatives and sustainability

performance across various coffee producers or sectors to pinpoint exemplary
practices, obstacles, and prospects for enhancement.

Primary research:

Sampling Strategy: Develop an appropriate sampling strategy to ensure the

representation of relevant coffee companies and stakeholders. Consider factors
like company size, geographic location, and level of CSR engagement.

Data Collection Methods: Utilize a variety of data collection methods,

including surveys, interviews, and document analysis, to gather empirical
evidence on CSR initiatives and their impact on sustainability within the coffee
industry.

5. Risks:

Biases among participants: There's a risk that individuals involved in the

coffee industry may bring personal biases or predispositions into the research,
potentially leading to skewed or inaccurate data. For instance, stakeholders
engaged in CSR initiatives within coffee companies might have personal
preferences or affiliations that influence their responses, impacting the
reliability of the collected data.

Challenges in accessing sensitive information: Participants within the coffee

industry may be hesitant to divulge sensitive or proprietary details, posing
hurdles in data collection. For example, employees or executives might be
reluctant to share internal CSR strategies or practices due to confidentiality
concerns or fears of competitive disadvantage.

Data security risks: Technical failures or equipment malfunctions could result

in data loss, affecting the integrity of the research process. For instance, if
researchers conducting interviews with coffee industry professionals encounter
a recording device malfunction during a critical interview, valuable data may be
lost. This loss could significantly undermine the research's comprehensiveness
and the validity of its conclusions

6. Communication:

Formal communication:

Written documents: The research findings will undergo meticulous editing

using Microsoft Office Word and will be converted into PDF format before
dissemination to the target audience.

Presentation materials: Key concepts and phases of the research will be

summarized into Microsoft Office PowerPoint slides for presentation purposes.

Informal communication:
Research outcomes will be shared through various platforms, including
blogs, social media channels, and potentially YouTube videos.

Additionally, the research may be posted on personal or professional

networking platforms such as LinkedIn, as well as other career-focused
websites.

7. Resources:

During the research process, researchers need various resources to effectively

conduct their studies, including:

Electronic devices: Laptops and smartphones are indispensable for research

tasks, as they are used for accessing academic articles on platforms like Google
Scholar and reviewing industry reports. Moreover, smartphones can be used to
record interviews, ensuring no data is missed during the interview process.

Budget: Having an adequate and comfortable budget is essential because

without it, starting a research project or doing anything would be challenging.
Budgetary allocations may include funds for transportation to gather data and
budgeting for expenses related to meeting interviewees, whether for coffee
meetings or elsewhere.

8. Research methods:

To explore CSR in the coffee industry, the researcher will utilize a combination
of secondary methods such as literature reviews and case studies, along with
primary methods including interviews and surveys. Secondary research will
offer a theoretical foundation and real-world examples, while primary research
will provide direct insights from industry stakeholders. This integrated approach
will enable the researcher to gain a comprehensive understanding of CSR
practices within the coffee industry, facilitating the development of sustainable
and competitive strategies for socially responsible coffee companies.

8.1. Primary Research:

Background of Interview Participants:

- Mr Tran Van Dong owner of Train Station Coffee
- Ms Nguyen Diem Huong owner of Osen Coffee
List of interview questions:
- Could you please define what Corporate Social Responsibility means within
the context of the coffee industry?
- How has your store implemented Corporate Social Responsibility (CSR)
- Do you think it is crucial for your companies in the coffee industry to
prioritize Corporate Social Responsibility (CSR) in your operations, and why
- How do you think CSR compliance benefits both the company and the broader
coffee supply chain?
- What do you see as the main challenges and potential opportunities when you
founding your coffee company committed to Corporate Social Responsibility
(CSR)?
- How would you navigate these factors to ensure the company's success?
- Can you provide examples of your coffee company that have demonstrated
effective implementation of Corporate Social Responsibility (CSR) initiatives
and have achieved significant success as a result?
- How do you think your company has managed to balance their social and
environmental commitments with commercial success?
- What current trends do you see in the coffee industry regarding the integration
of Corporate Social Responsibility (CSR)?
- Could you propose overcoming challenges to ensure a new coffee company
can effectively align with CSR principles from the outset?
Interview Format: Semi-structured interview
Interview Method:
+ Face-to-face interview: Mr Tran Van Dong at Train Station Coffee on 8th
April 2024
+ Face-to-face interview: Ms Nguyen Diem Huong at Osen Coffee on 10th
April 2024
Time Length of each interview : 30 minutes

8.2 Survey method:

Background of survey participants: coffee lovers, people knowledgeable

about CSR in coffee, customers of coffee shops

List of survey questions: https://forms.gle/jYeCP7GqXxxaBSZe7

1. Are you interested in the coffee industry?

1 2 3 4 5

Not interested 〇 〇 〇 〇 〇 Very interested

2. Have you ever heard of the concept of "Corporate Social Responsibility"

(CSR) in the coffee industry?

〇 Yes, I have researched and have knowledge about CSR in the

coffee industry.

〇 Yes, but I have limited knowledge about CSR in the coffee

industry.

〇 No, I have never heard of CSR in the coffee industry.

〇 Other:

3. What factors make you concerned when purchasing products related to

coffee?

□ Price of the product

□ Quality of the product

□ Brand of the product

□ Impact of the product on health

□ Other:

4. Are you willing to pay a higher amount for coffee products from
businesses committed to social responsibility and sustainability?

〇 Not willing to pay extra

〇 Under 10%

〇 10-20%

〇 Over 20%

〇 Other:

5. In your opinion, what benefits will a coffee business gain from having a
strong CSR strategy?

□ Building trust and confidence from customers

□ Enhancing competitiveness and attracting customers

□ Creating a positive image for the business

□ Enhancing environmental protection

6. Do you have a desire to learn about the origin and production process of
products in the coffee industry?

〇 Certainly, I want to understand the origin and production

process to ensure sustainability and social responsibility.

〇 Yes, if the information is easily accessible and transparent.

〇 Possibly, if there is enough interest in the specific brand and

product.

〇 No, I am not interested in this information.

〇 Other:

7. Do you believe that coffee businesses should be responsible for their

environmental and social impact?

1 2 3 4 5

Strongly Disagree 〇 〇 〇 〇 〇 Strongly Agree

8. Do you believe that engagement in social and environmental activities by

coffee businesses can create long-term business benefits?

〇 Certainly, I believe that CSR activities can generate business

benefits and build customer trust.
〇 Possibly, depending on how businesses implement and
manage CSR activities.

〇 No, I think CSR activities may not create significant business

benefits.

〇 Other:

9. Do you think coffee businesses need stricter regulations and laws to

ensure CSR activities?

〇 Yes, I believe that stricter regulations and laws will create

consistency and ensure the sustainability of coffee businesses.

〇 Possibly, but careful consideration is needed to strike a

balance between regulations and business development

〇 No, I think current regulations and laws are sufficient to

control CSR activities of coffee businesses.

〇 Other:

10. How would you participate in campaigns to raise awareness about

sustainable and socially responsible coffee?

□ Sharing information on social media platforms such as Facebook, Instagram,

TikTok...

□ Participating in events/seminars

□ Financial contributions to campaigns

□ Depends on the nature and content of the CSR activities

□ Other:

11. From a customer perspective, what suggestions do you have to improve

Corporate Social Responsibility in coffee businesses to have a more positive
impact on the community and the environment?

□ Developing a comprehensive CSR strategy in all aspects

□ Utilizing sustainable materials and production processes to protect the

environment

□ Ensuring the rights of workers

□ Establishing social and environmental programs

□ Encouraging the use of reusable cups

□ Other:

8.3. Secondary Research:

A literature review involves the systematic exploration, gathering, and

assessment of various published works including books, articles, reports,
dissertations, and other relevant resources pertaining to a particular research
subject. Through careful examination and analysis of these materials,
researchers can construct a theoretical framework, amalgamate information, and
appraise previous research outcomes.
In this study, the literature comprises articles sourced from Google Scholar,
publications from the Industry and Trade Newspaper, as well as scholarly works
discussing CSR strategies within the coffee industry. Additionally, references to
broader literature covering aspects of the coffee industry are included.

- The effect of total quality management-enabling factors on corporate social

responsibility and business performance: evidence from Vietnamese coffee
firms

https://www.emerald.com/insight/content/doi/10.1108/BIJ-09-2020-0469/
full/html

- Impacts of Corporate Social Responsibility and Authenticity on Brand

Loyalty: Evidence from the Chain Coffee Shop Industry in Vietnam

https://koreascience.kr/article/JAKO202217458116632.page

- Sustainability strategies by companies in the global coffee sector

https://onlinelibrary.wiley.com/doi/full/10.1002/bse.2596

- A case study of the CSR communication strategies in the Nordic coffee

industry

https://stud.epsilon.slu.se/16883/

Articles from the last 5 years, with information updated each year. Make sure
that high article information reflects the situation of the coffee industry.
V. Work breakdown structure and a schedule to provide timeframes and
stages for completing the aims and objectives of the project. (P5, ½ M3)