Zero waste stores: A customer‘s perspective

Melanie Kröger

Alexandra Wittwer

Frederic Goldkorn

17th Annual STS Conference Graz 2018

7th of May

Zero waste stores: A customer‘s perspective

Structure

• Introduction: Background of zero waste stores

• Project ‚unpackaged‘: Background & Goals

• Customer‘s study: Questions & Method

• Three types of „unpackaged“ customers

• Summary

What are zero waste stores?

Small „supermarkets“ which sell (mainly organic) food and non-food without non-returnable packaging (using bulk containersand/or multi-way packaging)

Why?• Reduction of waste

• Support of zero waste lifestyles

• Individual quantities

• Provision of information and education

Goals

• Investigating the potentials and barriers of the concept along the value chain

• Identification of most important challenges and problems

• Supporting network and cooperation

Project ‚unpackaged‘: Background & Goals

• 05/2016 – 04/2018 plus: 05/2018 – 12/2019

• Funding: Federal Program for Ecological Cultivation and Other Forms of Sustainable Agriculture (BÖLN)

Inside

Outside

Sector

Environment

Procurement

Marketing

6 perspectives

Explore actual buying behaviour of „zero waste customers“

• Key questions:• Why do customers buy in unpackaged stores?• How do customers combine different shops?• What are the main barrieres for customers?• Different types of customers?

• Dairy method:• Questionnaire for every purchase of food (more than 5 €)• Data: frequency, products, budget, routines, barriers…• 48 customers – 3 weeks – 575 purchases – 4.452 products – 11.234 €

purchase value

Customer‘s study: Questions & Design

Quelle Jendrik

Schröder/original unverpackt

Customer‘s study: General Findings

What‘s important to customer‘s – in general?

Practicability• Location of shop / closeness (top)• Product selection / product range• Hygiene (insect infestation!)

Products

• Unpackaged product /wastereduction (top)

• Quality of products• Individual quantities• Cost-effectiveness

Others • Friendlyness of employees

Critical issues of zero waste shopping

• Handling of boxes and containers (top)• New routines / procedures• Distance / location• Support in the shop

Customer types: Relevant Variables

Method: Empirical type building (Kelle/Kluge (1999) qualitative, structured approach for typisation

Core Variables Other relevant variables

1. Share of the budget for zerowaste shops

Household size and income, education level

2. Shopping frequency Location of shop / closeness

Duration of customer relationship

Purchasing patterns

Planning behaviour

Other shopping locations/stores

Type 1: Infrequent Buyers with low budget

• … low budget and low frequency (zero waste stores)

• … larger households with lower to medium income and medium to higher

educational level

• … developed adequate routines ( longer customer relationship)

• … rarely but regularly procurements of non-food in zero waste shops

• … accepting a short detour – the shop is not near-by

• … in general: frequent shopping (each weekday!) in almost all other shop types

Type 2: Newbies with higher income

• … lower to medium budget and medium frequency (zero waste stores)

• … better/good earning households with one or two persons

• … academic background

• … living near-by zero waste shop (no detour neccessary)

• … routines not yet optimal developed ( shorter customer relationship)

• … regularly procurements of food in zero waste shops

• … combination of zero waste shops + supermarkets – others almost irrelevant

Type 3: Highly committed „zero waste“ customers

• … high budget and high frequency (zero waste stores)

• … low to medium income, households with one or two persons

• … academic background

• … living close to zero waste shop

• … loyal regular customers

• … long customer relationship (up to 2 years) stable routines (fixed week days!)

• … zero waste shops as the most important store others only supplement

• … in general: rarely shopping

• 3 distinct types of unpackaged customers identified!

• All types combine different shops – in different ways

• Location of shops: Crucial for food procurement in general

• Zero waste shops: Changes in daily shopping routines required

• Closeness, Durability, Regularity Stability of routines

• Barriers? Everything that supports planning, spontanous shoppingand integration into daily life helpful for customers!

Summary

Thank‘s!

melanie.kroeger@hnee.de