consumer behavior attitudes towards reusable and … · 2020. 5. 14. · consumer behavior...
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CONSUMER BEHAVIOR ATTITUDES TOWARDS REUSABLE AND DISPOSABLE ITEMS: SMALL CHANGES INSPIRE BIG IDEASSarah Fischbach, PhD, Pepperdine UniversityGrace Dryer, BA Graduate, Pepperdine University
RESEARCH BACKGROUND
Our project analyzes consumer perspectives towards reusable productsto help with social change in sustainability.
Currently the California Ocean Litter Project has developed an Ocean Litter Strategy that focuses on consumer behavior research to assess attitudes toward reusable and disposable items, convenience, willingness to pay, and incentives to avoid commonly littered items (Ocean Protection Council 2019).
Our research focuses on behavior changes towards reducing single-use plastic waste focusing on the consumer perception of ‘disgust.’
Over several semesters, we collaborated with the Plastic Pollution Coalition to introduce the effects of single use plastic on the environment, planet and humans to students at the university. Our discussion begins as students watch a video narrative by Jeff Bridges, found on their website: https://www.plasticpollutioncoalition.org/
SOCIAL CHANGE
Our research project will help achieve social change
by studying consumers biases towards reusable items.
For example, consumers perspectives towards
cleanliness has changed due to COVID-19 and the
movement away from products individually wrapped in
single-use plastic waste. Ultimately, the project will
help to better understand consumer behavior attitudes
towards single-use plastic waste and the barriers that
hold them back from using reusable products.
METHOD AND DATA
Using Qualtrics, we include the PPC “Eyes Wide
Open Video” and images of litter on beaches,
trash hurting animals such as turtles, and litter at
the bottom of the ocean.
Survey measures with questionnaire examples
(1) Green Consumer Value Questions (Haws,
Winterich, and Naylor 2012)
(i.e. “It is important to me that the products I use do
not harm the environment.” (Strongly Agree |
Strongly Disagree)
(2) Environmental Construal (futuristic outset)
(i.e. “People care about labeling anti-microbial and
health concerns.” (A great deal | Not at all)
(3) Level of Disgust and Cleanliness (Petrowski et al
2010)
(i.e. “Someone does not clean their hands after
using the restroom” and “Visit a restaurant and the
cook has a cold.” (Very Disgusting | Not Very
Disgusting)
(4) Demographic questions.
(i.e. age, gender, hometown)
Contact InformationSarah Fischbach, PhD
Assistant Professor of Marketing Comm
Pepperdine University | Seaver College,
sarah.Fischbach@pepperdine.edu
Phone: (310) 506-6745
HYPOTHESIS
H1: The more environmentally conscious the
consumer, the more likely they will be to purchase
sustainable products.
H2: Consumers with a future mindset (construal level)
will be more likely to purchase reusable products.
H3: Consumers attitudes towards cleanliness will
influence their intention to purchase reusable products
(1a) Bags. (1b) Straws, (1c) Cups, (1a) Bags (1d) Q-
tips, (1e) feminine products
PPC video “Open your Eyes,” took the PPC Pledge
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