In recent years, consumers have protested against starbucks' practice of buying cheap coffee from colombian farmers and then selling pennies' worth of coffee for high prices in their stores here in the u. s. these "grass roots movements" by consumers are referred to as:

It is Raising Awareness.  

It is actually changing people’s perspective towards things they have been thinking to be right or wrong.  

In this scenario, it is generally thought and has been accepted by people that Starbucks Coffee price is too high, because they have the best quality coffee and for that they are charging high.  

But in reality, they get the raw material from farmers of Colombia at a very cheap price. This is what most of the people don’t know about. So the consumers who came to know about it, started to protest against them, thus creating awareness about this to other people.  

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