| dc.description.abstract | Waste diversion is beneficial whether from an economic, social, or environmental
perspective. Landfills – the final destination of much waste – are costly and pose
environmental and health concerns. By targeting consumption patterns before waste is
produced, this externality can be more effectively avoided. At the consumer level, waste
can be reduced by promoting behaviours that avoid over-consumption of goods with
associated waste.
This study narrows the scope of waste diversion into a specific but very common waste
item – the disposable coffee cup. At the Dalhousie University Student Union Building, the
site of our study, an estimated 600 disposable cups are used daily (Cindy MacDonald,
Personal Communication, April 2 2011). Reusable mugs are a favourable alternative to
paper cups given their potential for repeated use. The Tim Hortons location in the
Dalhousie Student Union Building was examined for both the frequency and proportion of
reusable mug use, before and during Roll Up The Rim. In so doing, further insight was
gained regarding consumer behaviour while addressing the influence of promotions on
consumer behaviour patterns – an area that previous similar studies had failed to take into
account. Thus, changes in consumer behaviour became the central goal of the study.
The data collected shows that Roll Up The Rim affects consumer behaviour, and is
therefore a worthwhile focus for further study. In addition to this justification, the study
provides solid baseline data for future studies. | en_US |
