Starbucks has created several purchasing programs of sustainable products through which it aims to finance and support the sustainable development of local communities in developing countries. For example, Starbucks has joined the campaign Product
RED by creating deep relationships with many coffee-growing communities of Africa. Whenever a customer purchases a (STARBUCKS)RED product, he or she contributes to the health and prosperity of these communities. Starbucks has also created a loyalty and payment card called (STARBUCKS)RED Card. Whenever a customer uses this card to pay for products, he or she contributes to the Global Fund to help people living with HIV in Africa. Another way in which Starbucks has converted the purchasing behavior of customers into a sustainable practice is Ethos® Water. This program is part of the Starbucks Foundation and every time one buys a bottle of Ethos® Water, he or she contributes five cents to the Ethos® Water Fund.