Non-user study from an online apparel shopper’s perspective: Case RePack
Paukkonen, Laura (2021)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202105199383
https://urn.fi/URN:NBN:fi:amk-202105199383
Tiivistelmä
This thesis was inspired by the authors' interest in sustainability, and the subject was selected from ongoing projects of Haaga-Helia University of Applied Sciences. This thesis is not part of the project but was inspired by the existing collaboration. Commissioner is the thesis instructor, but results are shared with the company of the studied case.
RePack is an innovation of a company called Plan B From Outer Space. It is a reusable package-as-a-service solution for online retailers that offer RePack for their customers. This thesis studies the non-users of RePack and their attitudes towards the circular packaging solution that aims to solve the packaging waste problem in the online retailing environment.
The thesis aims to understand RePack non-users through their lifestyle, attitudes towards reusable packaging solution RePack, and willingness to use RePack while shopping online. The thesis theory includes themes packaging and packaging design, sustainability, circular packaging, and regulations affecting packaging design and use. The second part of the theory focuses on the online consumer, their shopping habits, and behavior. The behavior is studied through needs, motivators, and trends such as sustainable consumer habits.
Qualitative research was chosen as a methodology of the research, and the research method used for data collection was group interviews. Interviewees selected had to have an online shopping experience, but they did not get information on the RePack solution before the interviews. The interviews were conducted in March 2021.
The key result of the thesis study was the non-users willingness to use RePack. Non-users had a positive attitude towards the concept but expected an easy-to-use solution that does not take much effort. All interviewees were willing to pay more for the reusable packaging solution and were motivated to return RePack to circulation if it is made easy for them. Monetary inducements to use RePack were not seen as motivating as the theory had suggested, but many aspects of the interviews could be linked to the theory.
In conclusion, RePack must consider its end-user from marketing, information sharing, and service development perspectives. Even though the online retailer is the customer of Re-Pack, consumers as end-users must be involved and inspired to use the innovation to scale the business. Here the thesis provides insight into non-user thoughts.
RePack is an innovation of a company called Plan B From Outer Space. It is a reusable package-as-a-service solution for online retailers that offer RePack for their customers. This thesis studies the non-users of RePack and their attitudes towards the circular packaging solution that aims to solve the packaging waste problem in the online retailing environment.
The thesis aims to understand RePack non-users through their lifestyle, attitudes towards reusable packaging solution RePack, and willingness to use RePack while shopping online. The thesis theory includes themes packaging and packaging design, sustainability, circular packaging, and regulations affecting packaging design and use. The second part of the theory focuses on the online consumer, their shopping habits, and behavior. The behavior is studied through needs, motivators, and trends such as sustainable consumer habits.
Qualitative research was chosen as a methodology of the research, and the research method used for data collection was group interviews. Interviewees selected had to have an online shopping experience, but they did not get information on the RePack solution before the interviews. The interviews were conducted in March 2021.
The key result of the thesis study was the non-users willingness to use RePack. Non-users had a positive attitude towards the concept but expected an easy-to-use solution that does not take much effort. All interviewees were willing to pay more for the reusable packaging solution and were motivated to return RePack to circulation if it is made easy for them. Monetary inducements to use RePack were not seen as motivating as the theory had suggested, but many aspects of the interviews could be linked to the theory.
In conclusion, RePack must consider its end-user from marketing, information sharing, and service development perspectives. Even though the online retailer is the customer of Re-Pack, consumers as end-users must be involved and inspired to use the innovation to scale the business. Here the thesis provides insight into non-user thoughts.