If StarbucksInvestors cheered the announcement that Howard Schultz would be returning to the company as interim chief executive. The company became a worldwide brand after his first term as chief executive. He revived its stock prices and helped to revitalize the business years later.

Wall Street has predicted that coffee giant Starbucks will spend more money to try and stem the tide of unionization.

Since Schultz assumed the reins April 4, the stock fell 12%, bringing the company’s value to $92.2 million. The S&P 500 fell just 2% in the same time period. Wedbush Securities, Citi Research and Citi Research each downgraded shares in April to “neutral”, citing concerns about the labor market.

After months of building up, tensions have been rising recently.

Late August saw company-owned Starbucks cafés in Buffalo, New York petition the National Labor Relations Board to hold a union election. Over 200 coffee chains have submitted paperwork for unionization since then. Workers United has voted in 24 of its stores to organize, and only two have rejected it.

Although these are just a few of nearly 9,000 Starbucks cafes in the United States, they make up a significant portion. However, industry professionals and analysts are concerned that Schultz doesn’t have a budget to stop the union push.

“It’s hard to avoid the reality of the situation – that addressable problems in the near term are probably much more expensive and time consuming to bear results,” J.P. Morgan analyst John Ivankoe wrote in a note to clients on April 11.

In meetings with U.S. store leaders last week,Schultz claimed that while the company was considering improving benefits for all workers, federal labor law prevents them from giving raises or other modifications to terms and conditions for employees who are unionized. Although this is technically correct, labor experts agree that it’s possible for Starbucks to ask the union whether the baristas would like the increased benefits.

Baristas could be dissuaded from organizing if they receive higher benefits, however Wall Street worries that this strategy might come at too great a price.

Jon Tower, Citi Research analyst wrote that Jon Tower was more bearish about the stock after he noted on April 11, either wage increases or the growing momentum behind unionization efforts.

Starbucks could raise worker wages, which is a risk. However, the initiative does not stop unionization efforts.

As president of Reputation Partners, Nick Kalm advised companies about how to handle unionization, strike and lockouts.

While baristas organizing have highlighted the lower pay for more senior staff as well as other benefits, bargain negotiations at Elmwood, Buffalo, New York have focused on “just causes” firings, better health and safety policies, and giving customers credit card tipping. Union members are planning to demand higher wages and better benefits.

However, the union has claimed that the company engaged in anti-union activity. This included firing organizers as well as cutting the hours of baristas at unionizing places. Three complaints were filed by the NLRB against Starbucks alleging that they illegally retaliated against organized baristas. Starbucks denies all claims of union busting. filed two complaints of its own with the NLRBOn Wednesday, the union claimed that it had violated federal labor laws by harassing and intimidating its employees.

Starbucks’ reaction to the union push may turn investors off who choose stocks that have environmental, governance and social values in mind. Trillium Asset Management, an investor group, urged Starbucks not to support union pushes. In March, the group stated that they had at least $1.2 million in Starbucks shares.

Kalm stated, “If your entire mantra is to be a progressive company it becomes difficult for you reconcile strong anti union messages with that.” And that is where they are now, which will have a negative reputation. However, Starbucks products are strangely addictive.

Clarissa, 33, from Taos (New Mexico), is one such customer. She describes herself as “a bit obsessed with peppermint mochas or blonde roasts”

Because of the treatment given to unionized workers, she hasn’t visited a Starbucks café since February 13. The personal boycott ends a 20-year-old tradition of at least five Starbucks visits per week.

She stated that she still had $6.70 in my Starbucks Gold card, which is probably just sitting there as I don’t want to go back after the union busting.

However, not all customers are disillusioned with the company. BTIG surveyed more than 1,000 Starbucks customers about their loyalty. Only 4 percent of the respondents stated they wouldn’t visit another Starbucks, while 15% indicated they would go less often.

Survey respondents said that it would not affect their visits at all.

Kevin McCarthy from Neuberger Berman said he will continue to hold the stock because he believes in Schultz’s company’s long term prospects. According to Dec. 31, $460 billion was under the management of this investment firm.

McCarthy declared, “It’s Howard 3.0.” I’m optimistic that McCarthy’s credentials and his history of being able come back into the business to reinvigorate it will prove to be a positive for the company long-term.”