zero waste stores: a customer‘s perspective · zero waste stores: a customer‘sperspective...
TRANSCRIPT
Zero waste stores: A customer‘s perspective
Melanie Kröger
Alexandra Wittwer
Frederic Goldkorn
17th Annual STS Conference Graz 2018
7th of May
Zero waste stores: A customer‘s perspective
Structure
• Introduction: Background of zero waste stores
• Project ‚unpackaged‘: Background & Goals
• Customer‘s study: Questions & Method
• Three types of „unpackaged“ customers
• Summary
What are zero waste stores?
Small „supermarkets“ which sell (mainly organic) food and non-food without non-returnable packaging (using bulk containersand/or multi-way packaging)
Why?• Reduction of waste
• Support of zero waste lifestyles
• Individual quantities
• Provision of information and education
Goals
• Investigating the potentials and barriers of the concept along the value chain
• Identification of most important challenges and problems
• Supporting network and cooperation
Project ‚unpackaged‘: Background & Goals
• 05/2016 – 04/2018 plus: 05/2018 – 12/2019
• Funding: Federal Program for Ecological Cultivation and Other Forms of Sustainable Agriculture (BÖLN)
Inside
Outside
Sector
Environment
Procurement
Marketing
6 perspectives
Explore actual buying behaviour of „zero waste customers“
• Key questions:• Why do customers buy in unpackaged stores?• How do customers combine different shops?• What are the main barrieres for customers?• Different types of customers?
• Dairy method:• Questionnaire for every purchase of food (more than 5 €)• Data: frequency, products, budget, routines, barriers…• 48 customers – 3 weeks – 575 purchases – 4.452 products – 11.234 €
purchase value
Customer‘s study: Questions & Design
Quelle Jendrik
Schröder/original unverpackt
Customer‘s study: General Findings
What‘s important to customer‘s – in general?
Practicability• Location of shop / closeness (top)• Product selection / product range• Hygiene (insect infestation!)
Products
• Unpackaged product /wastereduction (top)
• Quality of products• Individual quantities• Cost-effectiveness
Others • Friendlyness of employees
Critical issues of zero waste shopping
• Handling of boxes and containers (top)• New routines / procedures• Distance / location• Support in the shop
Customer types: Relevant Variables
Method: Empirical type building (Kelle/Kluge (1999) qualitative, structured approach for typisation
Core Variables Other relevant variables
1. Share of the budget for zerowaste shops
Household size and income, education level
2. Shopping frequency Location of shop / closeness
Duration of customer relationship
Purchasing patterns
Planning behaviour
Other shopping locations/stores
Type 1: Infrequent Buyers with low budget
• … low budget and low frequency (zero waste stores)
• … larger households with lower to medium income and medium to higher
educational level
• … developed adequate routines ( longer customer relationship)
• … rarely but regularly procurements of non-food in zero waste shops
• … accepting a short detour – the shop is not near-by
• … in general: frequent shopping (each weekday!) in almost all other shop types
Type 2: Newbies with higher income
• … lower to medium budget and medium frequency (zero waste stores)
• … better/good earning households with one or two persons
• … academic background
• … living near-by zero waste shop (no detour neccessary)
• … routines not yet optimal developed ( shorter customer relationship)
• … regularly procurements of food in zero waste shops
• … combination of zero waste shops + supermarkets – others almost irrelevant
Type 3: Highly committed „zero waste“ customers
• … high budget and high frequency (zero waste stores)
• … low to medium income, households with one or two persons
• … academic background
• … living close to zero waste shop
• … loyal regular customers
• … long customer relationship (up to 2 years) stable routines (fixed week days!)
• … zero waste shops as the most important store others only supplement
• … in general: rarely shopping
• 3 distinct types of unpackaged customers identified!
• All types combine different shops – in different ways
• Location of shops: Crucial for food procurement in general
• Zero waste shops: Changes in daily shopping routines required
• Closeness, Durability, Regularity Stability of routines
• Barriers? Everything that supports planning, spontanous shoppingand integration into daily life helpful for customers!
Summary
Thank‘s!