Sustainability of Homegrown Coffee Shops in Cebu City, Cebu, Philippines

Abstract

This study determines the level of sustainability of selected homegrown coffee shops in Cebu City, Cebu, Philippines, focusing on the three pillars of sustainability: economic viability, environmental protection, and social equity. Anchored on Brundtland’s Theory of Sustainability (1987) and supported by Fiedler’s Contingency Theory of Leadership and Fayol’s Administrative Theory of Management, the research examines how internal management practices and business conditions influence long-term sustainability. A descriptive-correlational research design will be used with a researcher-made checklist survey questionnaire. Purposive sampling will select ten (10) coffee shop owners or managers from ten (10) homegrown coffee shops in Cebu City. Data will describe respondent profiles (gender, civil status, citizenship, educational attainment, and years in operation), assess sustainability levels, and identify common operational problems encountered. Statistical treatments will include frequency and percentage, weighted mean, and chi-square to test the relationship between respondent profile and sustainability level at a 0.05 level of significance. Findings will serve as the basis for a proposed action plan that can help homegrown coffee shops improve sustainability practices, strengthen competitiveness, and address key operational challenges in Cebu City’s growing coffee market.