1. Social marketing is a strategy for developing activities that attempt to change or
sustain people's behavior for the benefit of both individuals and society as a whole.
EX: The consumption of coffee is growing stronger day by day and no sign of stopping.
Have anyone think about how and where the coffee ground being disposed after use?
Coffee ground would become a waste if the user dumped it into trashcan and go onto
the landfill. However, coffee grounds have an abrasive texture that can make it a
recycling alternative to different cleaning chemicals in the house, in addition to being
rich in natural oils, potassium, and nitrogen. They may even be used to wash your hair.
Therefore, we should recycle it as much as possible to reduce the waste into the
environment. This marketing could applied as the motivation for people participate such
as trade – in coffee ground for a small cup of cold brew. People’s consciousness will
gradually be higher about protect the environment from these activities.
2. The company Bio-bean has an idea overturning coffee ground into the
biofuel, biomass, reduces greenhouse gas emissions and creates carbonneutral biofuels by diverting garbage from landfill, incineration, or anaerobic
digestion. Bio-beans assist enterprises in saving money, achieving
environmental goals, and increasing transparency in coffee waste
management (Coffee Recycling).
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The topic of recycling coffee ground for better environment is important in
order to reduce the waste that came out to the environment and protect us at
the same time.
Every day, about 2 billion cups of coffee are drank worldwide. The majority of
the coffee grounds needed to prepare those cups are thrown, with six million
tonnes going to landfill each year. This is harmful to the environment because
decaying coffee grounds emit methane into the atmosphere; methane is the
second-most prevalent greenhouse gas and has a global warming potential
86 times that of CO2. It is also a massive waste of a precious resource that
may be put to many other purposes after providing warmth and caffeine to
coffee consumers (5 innovative ways your coffee grounds can be recycled).
The key aspects of recycling coffee ground can help both inside and outside
of your house, the action is not only helping you but also the planet.
Currently, there are still not much information about the policies over the
coffee ground disposal. However, the situational influences of social
surrounding will have an impact on coffee drinkers will have a new point of
view over recycling spent coffee ground after the action being made and
effectively spread to the community.
3. People between the age of 18 or older are the target market. People at this
age are likely to buy coffee as a habitual decision making because they
need something to wake them up and give them more energy for studying
and working. The product characteristic affect to consumer behavior in
order to reduce the cost of buying coffee at the shop, some drinkers would
probably to make coffee at home, and after used, most likely the spent
ground will be in thrown away. For people don’t have enough time to make
coffee at home or not making good coffee, they will more likely affected
by situational characteristics, and would buy at the shop.
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Coffee appeared for a thousand years. In the 15th century, coffee was grown
and traded in Arabia by the 15th century, and its beans - stripped of their pulp
shell - were roasted and brewed. However, the British brought coffee to the
New World in the mid-17th century. Coffee shops were popular, but it wasn't
until the Boston Tea Party in 1773 that America's coffee culture was
irrevocably altered (Wuff, 2016).
Coffee is regarded as a high-quality product. Coffee consumption is
increasingly associated with enjoyment and positive experiences in the minds
of consumers, and it is connected to lifestyle and social status. Several
studies demonstrate that drinking a cup of coffee is related with a personal
moment of joy for the consumer, classifying coffee as: pleasure, health, and
sustainable development. Nowadays, the popular of coffee growth stronger
thanks to the developed internet. We always see coffee cup in the movie,
especially when it comes to the office scene. This is the consumer group that
used the most coffee in lifestyle. Therefore, the consumption of coffee is a
huge impact on the global warming.
The consumer decision making process will start with problem
recognition of the needed caffeine for the day, and consumers will start to
the information search for the nearby coffee shop or make coffee at home.
However, consumers will not pay attention to the waste of coffee ground that
they used. Consumers easily find coffee shop just by through some clicks on
Google search. Starbucks in knowns as the most popular one in US and
there are so many local coffees shop exist in most of the living area.
Travelers can also find local or even franchises of the world’s coffee store
across the planet.
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The consumer risks may be influence by social and time risks; so
different consumers, thinks differently, and prefers different things.
Eventually, the social risk which people may get embarrassed for doing
recycling used coffee ground at work because this recycling is not a thing that
everyone would do. The person may perceive this action would probably took
too much time for them to do, it considered as a time risk.
References
5 innovative ways your coffee grounds can be recycled. World Economic Forum. (n.d.).
Retrieved September 11, 2022, from https://www.weforum.org/agenda/2018/11/5surprising-ways-coffee-grounds-can-bereused/#:~:text=As%20well%20as%20being%20rich,be%20used%20to%20clean%20h
air.
Coffee Recycling - bio-bean - recycling spent coffee grounds. bio. (2022, August 1).
Retrieved September 11, 2022, from https://www.bio-bean.com/renewals/coffeerecycling/
Wulff, A. (2016, November 29). A brief history of american coffee culture. Culture Trip.
Retrieved September 11, 2022, from https://theculturetrip.com/northamerica/usa/articles/a-brief-history-of-american-coffee-culture/