IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v16y2024i11p4761-d1407968.html
   My bibliography  Save this article

How to Enhance Consumer’s Engagement with Returnable Cup Services? A Study of a Strategic Approach to Achieve Environmental Sustainability

Author

Listed:
  • Derrick Jessey Yang

    (Department of Industrial Design, National Cheng Kung University, Tainan 701, Taiwan)

  • Tseng-Ping Chiu

    (Department of Industrial Design, National Cheng Kung University, Tainan 701, Taiwan)

  • Min-Yuan Ma

    (Department of Industrial Design, National Cheng Kung University, Tainan 701, Taiwan)

Abstract

The issue of sustainability has once again received attention and promotion in the post-COVID-19 pandemic era. Countries worldwide have launched returnable cup services for beverages, such as Taiwan, which is a highly developed market for hand-shaken drinks, and various beverage and convenience stores have been gradually launching this service. However, reasonable usage rates have yet to be achieved. This study aimed to explore the psychological cognition of using a returnable cups service by understanding the motivation affecting the behavior intention through external and internal influencing and categorizing realistic cognition, which observes the motivating factors from three perspectives: passively acquired awareness, autonomous consciousness, and perception in real life for further achieving environmental sustainability. Research found that when consumers’ environmental awareness is insufficient to sacrifice convenience, it is necessary to employ a service strategy design for passive influence. The focal point for influencing consumer attitudes lies in the backend of services, particularly in cup return, which is the chain-closing juncture. The result can provide the beverage industry and governments with a reference to promote returnable cups and contribute to plastic reduction in sustainable development.

Suggested Citation

  • Derrick Jessey Yang & Tseng-Ping Chiu & Min-Yuan Ma, 2024. "How to Enhance Consumer’s Engagement with Returnable Cup Services? A Study of a Strategic Approach to Achieve Environmental Sustainability," Sustainability, MDPI, vol. 16(11), pages 1-17, June.
  • Handle: RePEc:gam:jsusta:v:16:y:2024:i:11:p:4761-:d:1407968
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/16/11/4761/pdf
    Download Restriction: no

    File URL: https://www.mdpi.com/2071-1050/16/11/4761/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Hamid Rastegari Kopaei & Mehdi Nooripoor & Ayatollah Karami & Ruxandra Malina Petrescu-Mag & Dacinia Crina Petrescu, 2021. "Drivers of Residents’ Home Composting Intention: Integrating the Theory of Planned Behavior, the Norm Activation Model, and the Moderating Role of Composting Knowledge," Sustainability, MDPI, vol. 13(12), pages 1-21, June.
    2. Bairong Wang & Yong Li, 2022. "Consumers’ Intention to Bring a Reusable Bag for Shopping in China: Extending the Theory of Planned Behavior," IJERPH, MDPI, vol. 19(6), pages 1-13, March.
    3. Chien-Wei Ho & Chi-Chuan Wu, 2021. "Exploring Intention toward Using an Electric Scooter: Integrating the Technology Readiness and Acceptance into Norm Activation Model (TRA-NAM)," Energies, MDPI, vol. 14(21), pages 1-11, October.
    4. Xiuting Wang & Idrees Waris & Muhammad Yaseen Bhutto & Haowei Sun & Irfan Hameed, 2022. "Green Initiatives and Environmental Concern Foster Environmental Sustainability: A Study Based on the Use of Reusable Drink Cups," IJERPH, MDPI, vol. 19(15), pages 1-16, July.
    5. Jiang, Yi & Lai, Po-Lin & Yang, Ching-Chiao & Wang, Xinchen, 2023. "Exploring the factors that drive consumers to use contactless delivery services in the context of the continued COVID-19 pandemic," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    6. Duarte, Paulo & Costa e Silva, Susana & Ferreira, Margarida Bernardo, 2018. "How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 161-169.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Wei Zheng & Hongliang Qiu & Alastair M. Morrison, 2023. "Applying a Combination of SEM and fsQCA to Predict Tourist Resource-Saving Behavioral Intentions in Rural Tourism: An Extension of the Theory of Planned Behavior," IJERPH, MDPI, vol. 20(2), pages 1-23, January.
    2. Yuen, Kum Fai & Chua, Jie Ying & Li, Xue & Wang, Xueqin, 2023. "The determinants of users’ intention to adopt telehealth: Health belief, perceived value and self-determination perspectives," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    3. Jebarajakirthy, Charles & Shankar, Amit, 2021. "Impact of online convenience on mobile banking adoption intention: A moderated mediation approach," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    4. Bianca Cezara Archip & Ioan Banatean-Dunea & Dacinia Crina Petrescu & Ruxandra Malina Petrescu-Mag, 2023. "Determinants of Food Waste in Cluj-Napoca (Romania): A Community-Based System Dynamics Approach," IJERPH, MDPI, vol. 20(3), pages 1-22, January.
    5. Khondaker Sazzadul Karim & Mohammad Ekramol Islam & Abdullah Mohammed Ibrahim & Shin-Hung Pan & Md. Mominur Rahman, 2023. "Online Marketing Trends and Purchasing Intent Advances in Customer Satisfaction through PLS-SEM and ANN Approach," Advances in Decision Sciences, Asia University, Taiwan, vol. 27(4), pages 24-54, December.
    6. Hajdas, Monika & Radomska, Joanna & Silva, Susana C., 2022. "The omni-channel approach: A utopia for companies?," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    7. Shankar, Amit & Rishi, Bikramjit, 2020. "Convenience matter in mobile banking adoption intention?," Australasian marketing journal, Elsevier, vol. 28(4), pages 273-285.
    8. Sisi Wu & Xuan Gong & Yunfei Wang & Jian Cao, 2022. "Consumer Cognition and Management Perspective on Express Packaging Pollution," IJERPH, MDPI, vol. 19(8), pages 1-23, April.
    9. Xin Shen & Xun Cao & Sonia Sadeghian Esfahani & Tayyaba Saleem, 2022. "Factors Influencing Consumers’ Purchase Intention on Cold Chain Aquatic Products under COVID-19: An Investigation in China," IJERPH, MDPI, vol. 19(8), pages 1-14, April.
    10. Yunju Kim & Heejun Lee, 2021. "Motivation and Reuse: How Does Motivation Affect Sustainable Use Intention for Brand Webtoons?," Sustainability, MDPI, vol. 13(4), pages 1-13, February.
    11. Ching-Fu Chen & Yi-Xuan Chen, 2023. "Investigating the effects of platform and mobility on mobility as a service (MaaS) users’ service experience and behavioral intention: empirical evidence from MeNGo, Kaohsiung," Transportation, Springer, vol. 50(6), pages 2299-2318, December.
    12. Bang Nguyen-Viet & Si Van Nguyen, 2023. "Authentic Experience, Place Attachment, and Behavioral Intention: Vietnamese Religious Tourism," SAGE Open, , vol. 13(4), pages 21582440231, December.
    13. Kyuhyeon Joo & Heather Markham Kim & Jinsoo Hwang, 2024. "Do Consumers’ Perceived Attributes and Normative Factors Affect Acceptance Behavior Towards Eco-Friendly Self-Driving Food Delivery Services? The Moderating Role of Country Development Status," Sustainability, MDPI, vol. 16(22), pages 1-17, November.
    14. Yong Li & Bairong Wang & Orachorn Saechang, 2022. "Is Female a More Pro-Environmental Gender? Evidence from China," IJERPH, MDPI, vol. 19(13), pages 1-11, June.
    15. Ting-Chung Huang & Chien-Ta Ho, 2023. "Are Customers Always Right? The Importance of Sincerity and Keenness in Creating Retail Sustainable Development," Sustainability, MDPI, vol. 15(6), pages 1-14, March.
    16. Son, Youngdoo & Kim, Wonjoon, 2023. "Development of methodology for classification of user experience (UX) in online customer review," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    17. Maria Csutora & Gabor Harangozo & Cecilia Szigeti, 2022. "Factors behind the Consumer Acceptance of Sustainable Business Models in Pandemic Times," Sustainability, MDPI, vol. 14(15), pages 1-18, August.
    18. Singh, Nidhi & Sinha, Neena, 2020. "How perceived trust mediates merchant's intention to use a mobile wallet technology," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    19. Khirul Basar Mim & Tunmin (Catherine) Jai & Stacy H. Lee, 2022. "The Influence of Sustainable Positioning on eWOM and Brand Loyalty: Analysis of Credible Sources and Transparency Practices Based on the S-O-R Model," Sustainability, MDPI, vol. 14(19), pages 1-18, September.
    20. Jin-Li Hu, 2022. "Green Energy Economies Are Continually On-Going," Energies, MDPI, vol. 15(13), pages 1-3, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:16:y:2024:i:11:p:4761-:d:1407968. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.