Transitioning beyond single-use plastic drinks cups: an emergent social marketing case study in Scotland
研究通过社区社会营销干预，评估消费者和小企业从一次性咖啡杯转向可重复使用杯子的可行性，发现需要零售商、消费者和政策制定者的集体承诺，而疫情后经济困难、紧缩政策和基础设施缺口阻碍了转变。
Purpose This study aims to investigate whether consumers and small businesses can transition from disposable to reusable coffee cups, using a community social marketing intervention, led by a Social Purpose Organisation. Design/methodology/approach An emergent case study approach using multiple sources of data developed an in-depth, multifaceted, real-world context evaluation of the intervention. The methodology draws on citizen science “messy” data collection involving multiple, fragmented sources. Findings Moving from single-use cups to reusables requires collective commitment by retailers, consumers and policymakers, despite the many incentives and penalties applied to incentivise behaviour change. Difficult post-COVID economics, austerity and infrastructure gaps are undermining both reusable acceptance and interim solutions to our dependence upon disposables. Research limitations/implications Although the non-traditional methodology rendered gaps and omissions in the data, the citizen science was democratising and inclusive for the community. Practical implications Our practical contribution evaluates a whole community intervention setting to encourage reusable cups, integrating multiple stakeholders, in a non-controllable, non-experimental environment in contrast to previous research. This paper demonstrates how small community grants can foster impactful collaborative partnerships between an SPO and researchers, facilitate knowledge-exchange beyond the initial remit and provide a catalyst for possible future impact and outcomes. Originality/value To assess the impact at both the outcome and the process level of the intervention, we use Pawson and Tilley’s realist evaluation theory – the Context Mechanism Outcome framework. The methodological contribution demonstrates the process of citizen science “messy” data collection, likely to feature more frequently in future social science research addressing climate change and sustainability challenges.