What Brought Me Here? Different Consumer Journeys for Practices of Sustainable Disposal through Takeback Programmes
Abstract
:1. Introduction
“And what am I going to do with this now? Where am I going to dispose of it? I don’t want to throw it in the garbage.”
1.1. Sustainable Disposal Behaviour
1.2. Integrative Framework Proposal: Disposal as a Journey
2. Materials and Methods
2.1. The Research Field
2.2. Data Collection Techniques
2.3. Data Analysis Procedures
3. Analysis of the Disposal Journey
3.1. The Disposal Journey of Wallet Customers
3.1.1. Pre-Disposal
3.1.2. Disposal
3.1.3. Post-Disposal
3.2. The Disposal Journey of the Customer of Coffee Capsules
3.2.1. Pre-Disposal
3.2.2. Disposal
3.2.3. Post-Disposal
4. Discussion
5. Conclusions
5.1. Theoretical Contributions
5.2. Managerial Contributions
5.3. Limitations and Future Research Directions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A. Interview Script Questions
Appendix A.1. Part 1—Characteristics of the Decision Maker
- (1)
- Tell me a little about your view about sustainability. What does sustainability represent to you?
- (2)
- Have you ever taken a course or had any classes in your school or academic training about sustainability? Could you tell me more about it?
- (3)
- Do you think about issues related to sustainability in your day-to-day consumption?
- (4)
- Tell me if you are involved in any social cause (NGO, volunteering, etc.).
- (5)
- For day-to-day purchases, do you preferably buy from small producers or from large brands/networks?
- (6)
- How do you identify the consumption of the people you live with? Is it similar or different from yours? Could you give me some examples?
Appendix A.2. Part 2—Disposal Journey Elements
- (1)
- What disposal methods have you used to dispose of wallets/coffee capsules?
- (2)
- Tell me about the first time you used the Dobra/Terra Cycle takeback program. When did you realise that you could dispose of the product through the takeback program?
- (3)
- Tell me about the last time you use the Dobra/Terra Cycle takeback program. Do you continue to dispose of wallets/coffee capsules through the takeback program? How often?
- (4)
- How do you store the wallet/coffee capsule until disposal it?
- (5)
- Where do you dispose of the wallet/coffee capsules? How far is the location from your home? Do you receive any monetary return when you dispose of the wallets/coffee capsules?
- (6)
- Do you know what is done with the product after you dispose it? How do you feel after disposing of it through the takeback program?
Appendix A.3. Part 3—Identification of Touchpoints during the Journey
- (1)
- Do you follow Dobra’s/Terra Cycle’s social networks and website? With what frequency?
- (2)
- Do you usually dispose alone or accompanied?
- (3)
- Do you have friends or family members who are part of the Dobra/Terra Cycle program? Tell me a little more about it, please.
- (4)
- Have you read any news about Dobra’s/Terra Cycle takeback program on any website/newspaper/blog/social network that wasn’t from the brand?
Appendix B. Interviewees
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Dobra Wallets | Terra Cycle Coffee Capsules | |
---|---|---|
Pré-Disposal | ||
Behaviours | ||
Recognition of the Problem | ✓ | ✓ |
Search for and assessment of disposal options | ✓ | ✓ |
Intrinsic and extrinsic factors | ✓ | ✓ |
Detachment | ✓ | ✗ |
Influence of Touchpoints | ||
Brand-Ownership | ✓ | ✓ |
Customer-Ownership | ✓ | ✓ |
Social/External | ✓ | ✗ |
Partner- Ownership | ✗ | ✗ |
Disposal | ||
Behaviours | ||
Disposal Behaviour | ✓ | ✓ |
Frequency of product disposed of | ✓ | ✓ |
Amount of product disposed of | ✓ | ✓ |
Disposal | ✓ | ✓ |
Influence of Touchpoints | ||
Brand-Ownership | ✗ | ✗ |
Social/External | ✗ | ✗ |
Partner-Ownership | ✗ | ✗ |
Customer-Ownership | ✓ | ✓ |
Post-disposal | ||
Behaviours | ||
Satisfaction with behaviour | ✓ | ✓ |
Intention to repeat behaviour | ✓ | ✓ |
Knowledgle of the destination of the product after disposal | ✓ | ✓ |
Detachment | ✓ | ✗ |
Influence of Touchpoints | ||
Brand-Ownership | ✓ | ✗ |
Customer-Ownership | ✓ | ✓ |
Partner-Ownership | ✗ | ✗ |
Social/External | ✗ | ✗ |
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Radtke, M.L.; de Almeida, S.O.; Espartel, L.B. What Brought Me Here? Different Consumer Journeys for Practices of Sustainable Disposal through Takeback Programmes. Sustainability 2022, 14, 5003. https://doi.org/10.3390/su14095003
Radtke ML, de Almeida SO, Espartel LB. What Brought Me Here? Different Consumer Journeys for Practices of Sustainable Disposal through Takeback Programmes. Sustainability. 2022; 14(9):5003. https://doi.org/10.3390/su14095003
Chicago/Turabian StyleRadtke, Manoela Lawall, Stefânia Ordovás de Almeida, and Lélis Balestrin Espartel. 2022. "What Brought Me Here? Different Consumer Journeys for Practices of Sustainable Disposal through Takeback Programmes" Sustainability 14, no. 9: 5003. https://doi.org/10.3390/su14095003
APA StyleRadtke, M. L., de Almeida, S. O., & Espartel, L. B. (2022). What Brought Me Here? Different Consumer Journeys for Practices of Sustainable Disposal through Takeback Programmes. Sustainability, 14(9), 5003. https://doi.org/10.3390/su14095003