With the increasing concern over environmental issues and the growing environmental awareness of consumers

the concept of green consumption has gradually emerged. This paper aims to further explore the internal relationship and mechanism between green consumption and marketing strategy

with a focus on social green sustainable development and the changes in consumer values

which can drive continuous innovation and development of marketing theory in the new era and enhance the market competitiveness and sustainable development capabilities of brands. Through a study of Starbucks

a global coffee chain giant

this paper summarizes the universal and practical experiences and models of green marketing strategies

providing valuable references for other enterprises in formulating and implementing marketing strategies in the wave of green consumption

promoting the industry's green transformation and development.