A study for increasing reusable and personal cup consumption in the coffee industry - Focused on behavior change with motivation -

서지정보

· 발행기관 : 한국디자인트렌드학회
· 수록지 정보 : 한국디자인포럼 / 53호 / 327 ~ 340페이지
· 저자명 : 이중섭

초록

Background The use of reusable cups as a solution for the issues on waste and environment destruction has been brought up and is not that of a new topic. Although this has been an issue for decades and there had been suggested solutions, we still could not solve the problem until now. The issue is getting worse with the recent expansion of the hot beverage business market. We need to change our perspective on how we view the problem. It's not that people can not recognize or are ignoring this problem, they just have a hard time putting it into action. It is necessary to find out if there is a more fundamental problem in the series of actions required to the people to solve the problem.
Methods In this perspective, this research first checks whether the customers of the hot beverage business, that use the largest amount of disposal cups, are aware of the issue. Next, if they are aware find out what stops them from taking action. Finally, by proposing new solutions for the causes, help the consumers actively reduce the consumption of disposable cups and rather use reusable cups instead. In order to approach the goal that was mentioned beforehand, a survey and interviews are conducted at a local beverage shop that had the biggest crowd of customers. Through this process of involving in the scene, it was able to define the substantial problems, while also applying the most representative behavioral change theory, 'Stage of Change Theory'. This theory classifies and defines the consumers' behavior in stages and provides a solution for an appropriate behavioral change in each stage. It proposes an effective guide line on how the consumers should determine what to do. Also, find the elements that can be solved with the designers' view out of a variety of solutions that can come out of each stage. After defining the elements provide a solution with design.
Result The results of the surveys and interviews conducted at the local coffee store showed that both types of customers – reusable cup users and paper cup users - basically have a concern for environmental issues. In fact, while most reusable cup users have great pride in their efforts of helping the environment, non-users stated that although they have a will to use reusable cups, the inconvenience of washing them regularly and other maintenance issues prevented them to do so. From these observations, I recognized that both users and non-users of reusable cups must be presented with a plan which addresses the maintenance and washing inconveniences. Since the main difficulty that customers feel with reusable cups is maintenance inconvenience, stores should provide adequate washing facilities for washing stainless steel tumblers – the type of reusable cup most preferred by customers.
Conclusion As recognized from the literatures, in order for an individual to move away from a bad habit to a new one, one must have the adequate motivation to do so. Specifically, the customers can be given a motivation for enjoyment and also a motivation to feel a sense of pride. The solution is to create a system that integrates both package and mobile application design. Firstly, the customers will be motivated to have fun by playing a game. If one succeeds on receiving a result corresponding to the number marked on the reusable tumbler, then the application will send a coupon allowing for one free drink. Customers may also gain a sense of pride in using reusable cups by witnessing (via the mobile application) the progress one makes in saving the environment.

참고자료

· 없음