A Study for Increasing Reusable Cup Consumption in the Coffee Industry: Focused on Behavior Change with Motivation Joongsup Lee Iowa State University
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Iowa State University Capstones, Theses and Graduate Theses and Dissertations Dissertations 2015 A study for increasing reusable cup consumption in the coffee industry: focused on behavior change with motivation Joongsup Lee Iowa State University Follow this and additional works at: https://lib.dr.iastate.edu/etd Part of the Art and Design Commons Recommended Citation Lee, Joongsup, "A study for increasing reusable cup consumption in the coffee industry: focused on behavior change with motivation" (2015). Graduate Theses and Dissertations. 14847. https://lib.dr.iastate.edu/etd/14847 This Thesis is brought to you for free and open access by the Iowa State University Capstones, Theses and Dissertations at Iowa State University Digital Repository. It has been accepted for inclusion in Graduate Theses and Dissertations by an authorized administrator of Iowa State University Digital Repository. For more information, please contact [email protected]. A study for increasing reusable cup consumption in the coffee industry: Focused on behavior change with motivation by Joongsup Lee A thesis submitted to the graduate faculty in partial fulfillment of the requirements for the degree of MASTER OF FINE ARTS Major: Graphic Design Program of Study Committee: Roger Baer, Major Professor Debra Satterfield Mimi Wagner Iowa State University Ames, Iowa 2015 Copyright © Joongsup Lee, 2015. All rights reserved. ii TABLE OF CONTENTS ···························································································· LIST OF FIGURES iii LIST OF TABLES·····························································································iv ABSTRACT·····································································································v CHAPTER 1. INTRODUCTION·············································································1 1.1 Overview of Terms ················································································1 1.2 Research Methods·················································································3 1.3 Problem Observations·············································································3 1.3.1 Coffee markets in the world and North America····································3 1.3.2 What is the problem of using paper cups·············································4 1.3.3 Other researches for sustainable and reusable cups for hot beverage·············6 1.3.4 Why do people not use reusable cups? ·············································8 1.4. Questions ··························································································8 CHAPTER 2. REVIEW OF LITERATURE ·······························································10 2.1 What is Behavior Changing? ···································································10 2.1.1 Learning process ······································································11 2.1.2 Decision making process ····························································13 2.1.3 Behavior change theory ····························································15 2.2 Stages of Change Theory ······································································16 2.2.1 The stage of change theory; TTM model ··········································16 2.2.2 Each steps of ‘Stages of Change’ ···················································17 2.3 Case Studies of the Stages of Change Theory·················································19 2.3.1 Smoking cessation····································································20 2.3.2 Losing weight behavior ············································· ················22 2.3.3 Other outcomes by the theory························································22 2.4 Conclusions from the Literature································································24 iii CHAPTER 3. METHODOLOGY ··········································································25 3.1 Analysis of Coffee Consumers··································································25 3.1.1 Research objectives···································································25 3.1.2 Research procedures··································································25 3.1.3 Demographic information of participants··········································27 3.1.4 Results from the survey·······························································29 3.1.5 Results from the interview···························································39 3.1.6 Conclusions from the analysis······················································40 3.2 Research of Environment Strategy for Existing Beverage Brands··························41 3.2.1 Research of Starbucks································································41 3.2.2 Problem statement of Starbucks·································· ··················44 ` 3.2.3 Apply the Stages of Change theory for Starbucks································47 3.3 Design Solutions for Each of Stage·····························································51 3.3.1 Design solutions for stage of Pre-contemplation··································51 3.3.2 Design solutions for stage of Contemplation······································52 3.3.3 Design solutions for stage of Preparation for Action·····························53 3.3.4 Design solutions for stage of Action················································54 3.3.5 Design solutions for stage of Maintenance········································55 3.4 Design System for Sustainable Package: Green Number Project ······················56 3.4.1 Information graphic design··························································56 3.4.2 Eco friendly reusable cup design····················································58 3.4.3 User interface design··································································59 3.4.4 Brand and service design·····························································61 3.4.5 Information and experience design··················································63 CHAPTER 4. CONCLUSIONS AND IMPLICATIONS················································64 APPENDIX A. INSTITUTIONAL REVIEW BOARD APPROVAL ·································66 APPENDIX B. ATTACHMENTS FOR THE INTERVEW & SURVEY······························69 BIBLIOGRAPHY ····························································································81 iv LIST OF FIGURES Figure 1: Edible cups by http://www.thewayweseetheworld.com/ ............................................... 6 Figure 2: Symbol and logo of the COFFEE PROJECT / Take around Tumbler ........................... 7 Figure 3: The model of Behavior change flow ............................................................................ 11 Figure 4: The multi-store memory model .................................................................................... 13 Figure 5: Spectrum of thinking interventions .............................................................................. 14 Figure 6: The building behavior change model ........................................................................... 15 Figure 7: The model of Stages of Change flow ........................................................................... 17 Figure 8. Goal and progress for recycling in stores ................................................................... 45 Figure 9. Goal and progress of reducing waste with reusable cups ............................................ 46 Figure 10. Information graphic about paper cup consumption, designed by Joongsup Lee, 2012 ............................................................................... 57 Figure 11. Tumbler design for Green Number project, designed by Joongsup Lee, 2012 .......... 58 Figure 12. QR code on the Green Number tumbler, designed by Joongsup Lee ....................... 60 Figure 13. User interface design for Green Number App, designed by Joongsup Lee .............. 60 Figure 14. Brand design for Green Number App, designed by Joongsup Lee ............................ 62 Figure 15. Providing prompt feedback system, designed by Joongsup Lee ................................ 63 v LIST OF TABLES Table 1: Top 100 chains: U.S. sales, all results are in $ millions. http://nrn.com/us-top-100/top-100-chains-us-sales ....................................................... 2 Table 2: Figure depict annual consumption statistics and are based on calculations by www.PaperCalculator.org and the Environmental Defense Fund. ............................... 5 Table 3: The various tools the mind uses to choose the right action ........................................... 14 Table 4: Effective of TTM ........................................................................................................... 21 Table 5: Age range of survey participants ................................................................................... 28 Table 6: What is your gender? ..................................................................................................... 29 Table 7: Average number of buying beverage each week ........................................................... 29 Table 8: Average number of buying beverage each week ........................................................... 30 Table 9: Result of selection weather participants use reusable cup or not. ................................. 30 Table 10: What kind of reusable cup do you have? (Multiple choice) .......................................