Disposable Hot Beverage Container Usage by Residents of Kitchener, Ontario: Causes, Consequences and...

8/12/2019 Disposable Hot Beverage Container Usage by Residents of Kitchener, Ontario: Causes, Consequences and Solutions

1/66


2/66

ii

Summary

Prompted by the negative environmental impacts of consumption, this study provides an

overview of its antecedents and outcomes. Three primary questions form the basis of this

research. First, temporal changes to the number of coffee and tea beverages being prepared in

the home are investigated. Contextual and individual factors driving reliance on the marketplace

are suggested, along with an overview of the environmental problems caused by high levels of

consumption. Data used to answer these questions are drawn from a phone survey and the

related literature. Methods are identified, in accordance with study findings, for encouraging in-

home beverage preparation because of its social and environmental benefits.


3/66

iii

Acknowledgements

Thanks go out to my thesis advisor, Professor Sarah Wolfe, for her constant guidance,

support and editing expertise. My family is also deserving of thanks for their unending support

throughout my years of university. In particular, my mothers help during this thesis project was

invaluable for her suggestions and comments.


4/66

iv

Table of Contents

1. Introduction............................................................................................................................................... 1

1.1. Research Questions ............................................................................................................................ 1

1.2. Study Rationale .................................................................................................................................. 2

2. Context ...................................................................................................................................................... 3

2.1. Overview of Market Changes ............................................................................................................ 3

2.2. Overview of Household Changes ...................................................................................................... 4

2.3. Study Boundaries ............................................................................................................................... 6

2.4. Target Audience ................................................................................................................................. 7

2.5. Theoretical Framework ...................................................................................................................... 7

3. Literature Review ...................................................................................................................................... 9

3.1. Sustainable Consumption Definition and Policies............................................................................. 9

3.2. Environmental Impacts of Disposable Beverage Cups.................................................................... 10

3.3. Stakeholder Response to Environmental Impacts............................................................................ 13

3.4. Environmental Impacts of and Motivations for Household Consumption...................................... 14

3.5. Interpretations of Consumer Motivations ........................................................................................ 16

3.6. Summary of Literature Review ........................................................................................................ 18

4. Methodology ........................................................................................................................................... 18

4.1. Overview of Study Methodology..................................................................................................... 18

4.2. Site Population and Sampling Methods ........................................................................................... 19

4.3. Tools of Data Collection and Data Analysis.................................................................................... 20

4.4. Data Validity and Reliability ........................................................................................................... 21

4.5.Study Limitations .............................................................................................................................. 22

5. Results and Discussion ........................................................................................................................... 23

5.1. Profile of Respondents and Survey Results ..................................................................................... 24

5.2. Results on Factors Motivating Consumption................................................................................... 27

5.3. Potential Solutions for Influencing Consumption............................................................................ 30

6. Conclusions and Recommendations........................................................................................................ 34

7. References ............................................................................................................................................... 38

8. Appendices .............................................................................................................................................. 51


5/66

1

1. Introduction

1.1. Research Questions

Consumption, a social and economic activity, is having biophysical impacts which are of

increasing concern to North American society (Stern 1997; Jackson 1999). In particular, quick-

service restaurants (QSRs) are generating significant volumes of solid waste from disposable

beverage containers (Reiter 1991). This research asks: 1) compared to 50 years ago, are fewer

people in the Doon Pioneer Park Census Tract (DPPCT) of Kitchener, Ontario, preparing hot

beverages in their households?; 2) what motivates individuals to purchase disposable beverage

cups?; and 3) how can disposable cup usage be reduced to alleviate associated environmental

impacts? Household beverage preparation is regarded as being the environmentally-preferable

option because it provides informed individuals with the opportunity to reduce their personal

environmental impacts.

In-home beverage preparation is regarded as the permanent solution to this problem, but

is challenged by contextual barriers and internal consumer motivations. Once consumers

become aware of the social, physical and mental benefits of cooking at home, they may be less

inclined to purchase problematic convenience products (Allen, et al. 2004). For example,

cooking in the home can provide the opportunity for social bonding amongst family members

(Caraher, et al. 1999). Urban sprawl and technology could be preventing in-home preparation

activities by altering household time allocation decisions (Humbert, et al.2009; Razza, et al.

2009). This study will provide an in-depth discussion on how and why these two contextual

issues may be affecting beverage purchase. Theory indicates that purchase decisions are also


6/66

2

influenced by the individuals cognitive, emotive and social motivations. Consequently, each

factor is evaluated here in relation to contextual influences.

Suburban residents who purchase Tim Hortons coffee and tea beverages are the

particular focus of this study. People living in the suburbs often have lengthy commute times

between home and work which reduce time available for other activities (Scheer and Petkov

1998). Tim Hortons, which provides fast and convenient service to commuters, has benefitted

from this situation (Rousell 2006; Canada Newswire 2010); in 2006, the franchise operated

2,613 retail stores in Canada (Wilson 2006: 92). Multiple stakeholder groups have thus far been

unsuccessful at limiting waste generation from Tim Hortons outlets through large-scale

technical, manufacturing and recycling innovations (Ziada 2009). Individual consumers

therefore play an important role in this issue because they can make positive lifestyle choices and

pressure government and industry for change (Schaefer and Crane 2005). This research proposes

various education and training methods based on ideological movements (e.g. Slow Food) to

increase the frequency of in-home beverage preparation.

1.2. Study Rationale

Disposable beverage containers symbolize how convenience products, along with their

associated environmental impacts, have become a central aspect of North American society

(Zylstra 1999; Alsop, et al. 2004; Boccalettie 2008). Despite the growing relevance of this issue,

Garriguet (2008) points out that few academic studies have been published on beverage

consumption and the environment. Multiple studies exist on the environmental impacts of large

household appliances, the globalization of food products and the industrial production of

beverages (Roberts 2002; Hensher, et al. 2005; Chaudhuri and Majumdar 2006; Bell and

Hollows 2007; Bidhendi, et al.2008; Ferrara 2008a; Kristrom 2008; Serret and Ferrara 2008;


7/66

3

Vera and Young 2009; Maas 2010). This literature gap is partially addressed by this study on the

factors motivating consumers to purchase QSR beverages. Household and market changes over

time have contributed to the formation and relevance of this issue (Caraher, et al.2004).

2. Context

2.1. Overview of Market Changes

Societal changes have affected Canadian consumption levels and restaurant growth over

the past 50 years. Canadians preference for coffee has remained the same over this time period,

but restaurants have captured a growing portion of this demand. In 2010, it was found that 63

percent of Canadians consumed coffee on a daily basis (Coffee Association of Canada [CAC]

2010:1-2). During the breakfast hour, 16 percent of coffee consumption occurred at eating

places and 12 percent occurred at workplaces (CAC 2010: 15-16). These figures were found to

be similar to consumption statistics from the 1960s (Gilbert, et al. 1976; Duffey and Popkin

2007). A study conducted by Serecon Management Consulting Inc. (2005) for Agri-Food

Canada found that both beverages are expected to remain in high demand, with tea consumption

increasing 40 percent by 2020 (66). However, household spending on QSR beverages has been

increasing concurrently with growing Canadian wealth (Bumstead 1998; Binkley 2006; Minister

of Industry 2008).

Restaurants in Canada have had a long history of strong economic growth. Bulk

production methods developed in the 1960s and 1970s lowered costs and contributed to their

rapid expansion (Emerson 1990). In 1988, 39 percent of each food dollar in Canada was being

spent on food away from home (Reiter 1991: 15). Between 1989 and 1998, spending on QSRs

continued to grow steadily to 42.2 percent of each food dollar (Bennett and Little 1999: 20).


8/66

4

This growth stalled in 2004 and analysts at Statistics Canada (2004) have predicted a decline in

the establishment of new restaurants due to rising costs and a saturated market (Kara, et al.

1995). Future QSR expansion will also be affected by changing consumer preferences

(Cynamon and Fazzari 2008). As will be discussed in a subsequent chapter, the uncertain future

of this industry is reflected in the research conclusions of this study.

2.2. Overview of Household Changes

The interactive effects of technology and urban sprawl have altered household time

allocation decisions away from in-home production. This shift is interacting negatively with

womens expected household role as the primary producers of food and beverage items (Lee

2009; Cohen 2010; Morais, et al.2010; York 2010). Women have traditionally been expected to

express their familial love through household food preparation. Accordingly, a growing number

of working women feel frustrated and anxious when unable to organize healthy family meals

(Carrigan, et al. 2006). Advances in labour-saving technologies have allowed women to spend

more time on work and leisure pursuits; however, they are still pressured to fulfill certain

household needs (Lang, et al. 1999; Demory-Luce 2005; Popkin, et al. 2005; Binkley 2006;

Carrigan, et al. 2006; Bell and Hollows 2007; Jabs, et al. 2007; Tashiro 2009; Popkin 2010).

Convenience meals have therefore become an important household staple when time is scarce

(Uusitalo 1982; Caraher, et al. 1999).


9/66


10/66

6

Urban sprawl could contribute significantly to feelings of time stress in the Canadian

population and increase the desirability of quick, convenient QSR hot beverages (Sarzynski, et

al. 2006; Bloom 2010). Time stress, which is the feeling of not having enough time to complete

all required tasks in a single day, can be influenced by congestion as well as the significant

distance between work, housing and leisure activities in sprawling cities (Jabs, et al. 2007;

Beshara, et al. 2010). Causes and solutions for congestion in cities is a hotly debated topic in the

literature and does not always stimulate demand for alternative forms of public transportation,

such as bus service (Hanssen, et al.2007; Dargay 2008). Many North American cities are

afflicted with this problem because of public resistance towards the perceived difficulties and

costs associated with changing urban forms (Hanssen, et al.2007).

The issue of urban sprawl is of particular salience in the DPPCT of Kitchener, Ontario,

where residents have easy access to the Highway 401 (Swayze 2010). The census of Kitchener

in 2006 found that commuters travelled from Waterloo Region to Guelph (10,130 people),

Mississauga (3,490 people) and Toronto (2,830 people), respectively (Planning, housing and

community services [PHCS] 2006; 2). Additionally, the census indicated most people drive to

work alone, and that their length of commute increased from 5.6 kilometres in 2001 to 5.8

kilometres in 2006 (PHCS 2006; 4). Consequently, this study site was used as a research

boundary.

2.3. Study Boundaries

Three types of boundaries were used to increase the tractability of this research. First, a

spatial boundary delineated the DPPCT in Kitchener as the study site of interest. As lifestyle

preferences, purchases and behaviours tend to vary with age, the socio-economic diversity of this

area was regarded as desirable by the researcher. The Conestoga College Doon Campus and


11/66

7

multiple retirement communities were thought to contribute to this diversity. Second, the study

was temporally limited to a 50-year reference period in which North American society

experienced multiple demographic and consumption-related changes (Bumsted 1998). Lastly,

the study focused on hot beverages because they cannot be produced in a separate facility and

shipped directly to the consumer. This shifts the act of consumption from the industrial arena

into the choices of the individual consumer. Consequently, this study empowers consumers to

take action on their personal environmental impacts.

2.4. Target Audience

Researchers and the general public are the two primary audiences of this research. Food

and beverage industry stakeholders are not addressed in this discussion because copious research

already exists on their activities (Hanssen, et al. 2007; Darlington, et al. 2009; Beverage Industry

2010; Calderon, et al. 2010). It is also unlikely that large-scale changes in the industry will

occur without significant pressure from paying customers (Schaefer and Crane 2005).

Consequently, this article hopes to find methods for appealing to the general public. Researchers

are targeted because of their previous success at altering beverage industry practices; for

example, they successfully reduced the packaging volumes required for pre-packaged beverage

products (Saint-Pierre 1998; Rouan 2010). By highlighting the various disadvantages associated

with disposable beverage containers, this study hopes that researchers will invest more effort in

this issue and encourage the public to alter their lifestyles in environmentally positive ways.

2.5. Theoretical Framework

Four theories explaining household and individual consumption levels were evaluated for

their efficacy in this research. This study bases its evaluation of household consumption

behaviours on the characteristics of individuals living in the household and critically evaluates


12/66

8

how household purchases could be divided into needs and luxuries. In combination, the four

theories used continued to the survey design and data gathering efforts of this research, although

individually they each possessed various strengths and weaknesses. The two theories used to

understand household consumption levels included the Household Life Cycle (HLC) and

Household Equilibrium Model (HEM).

In the HLC, the number and gender of household heads are considered for their degree of

influence over household purchase decisions (Putler,et al. 2007). Also important to the HLC is

the degree to which the presence or absence of children alters family spending patterns (Putler, et

al. 2007). Although the theory has the potential to indicate very generally the health, activity,

and eating preferences of individuals based on family structure, it is limited by its focus on only

socio-demographic factors (Caraher, et al.1998; Caraher, et al. 1999). Another weakness of this

theory is its inability to distinguish between necessary and luxury spending habits.

Consequently, the HLC needs to be combined with the HEM to fully understand

household consumption patterns. The HEM suggests that households use certain activities and

inputs to fulfill their dynamic and evolving desires (Nelson and Consoli 2010). Needs are met

through the purchase of items to increase or maintain quality of living; however, these needs

change over time based on family member characteristics and preferences (Chen and Kwang-

Wen 1982). For example, older households spend a higher proportion of their money on food,

while clothing and shelter spending is higher in younger households (Chen and Kwang-Wen

1982). Past a basic level of need, however, households cannot discern between required and

luxury items (Nelson and Consoli 2010). This disrupts the equilibrium between necessary and

excessive spending habits and negatively impacts the sustainability of household and individual

consumption levels (Chaudhuri and Majumdar 2006).


13/66

9

Individual consumption levels were here evaluated based on two different theories: 1) the

Theory of Planned Behaviour (TPB), and 2) the Cue-Based Decision Model (CBDM). TPB

states that purchase behaviours occur in response to an individuals attitudes towards the

behaviour, their perceived degree of control over the behaviour, and subjective interpretations of

the activity (Conner 1993; Abrahamse and Steg 2009: Lee, et al.2009). Product and household

characteristics affecting purchase decisions are not considered in this theory. The CBDM is a

necessary addition to this theory because it states that consumption decisions do not always

occur in a linear, rational progression from discovery to purchase (Hamlin 2010). Instead,

purchase decisions are often based on a single, spontaneous, and largely emotional evaluation of

product cues (Hamlin 2010).

3. Literature Review

To provide a context for this research study, a thorough literature review was conducted.

The following section provides definitions of and problems with sustainable consumption, waste

reduction studies, household consumption motivations, and factors driving individual consumers.

It concludes with a brief summary of the presented information.

3.1. Sustainable Consumption Definition and Policies

Sustainable consumption is of increasing concern for both national and international

agendas; however, policies related to altering society in accordance with this broad term have

thus far proved unsuccessful (OECD 2002). Sustainability can be defined as the maintenance of

biodiversity and human health over time (Rimmington,et al. 2006; Bakker and Kooy 2008;

Theodore 2008; Stahls, et al. 2010). Consumption describes household purchase and use of

material possessions to increase personal satisfaction and social position (Hume 2010).


14/66

10

Sustainable consumption therefore occurs when households purchase certain goods in quantities

which do not harm environmental resources for current or future generations (Stern 1997).

Policies aimed at moderating consumption levels have thus far proven to be unsuccessful.

The OECD (2002) Environment Directorate has actively worked on sustainable consumption

since 1994, but has only recently determined the need for multi-stakeholder involvement in

altering the structure of consumption and production levels. Critical stakeholders, including non-

governmental organizations, consumers, private businesses, and public agencies, must determine

feasible methods for reducing waste at the source (OECD 2002). The basis for these new, future

policies must be consumer perspectives and motivations.

3.2. Environmental Impacts of Disposable Beverage Cups

Multiple researchers have noted the ongoing impact of disposable beverage containers

and are trying to evaluate their impacts through Life Cycle Analysis (LCA) studies (Nicholls and

Nystuen 1993; Sonesson, et al.2005; Garrido and Del Castillo 2007; Theodore 2008; Darlington,

et al.2009; Humbert, et al.2009; Razza, et al. 2009; Calderon, et al.2010; Hu, et al. 2010; Xue

and Landis 2010). Disposable cups from QSRs were initially considered to be an important

sanitary innovation in the business world, but are increasingly targeted as a source of

environmental problems (Dineen 2009). LCA studies discussed in this section are problematic

because they present contradictory information which fails to identify long-term solutions for

reducing overall use levels of disposable beverage cups.

The life stages examined in an LCA include extraction, production, transportation, use,

and disposal; the process of calculating impacts in each area highlights where improvements are

needed (Ceridon 2010; Rouan 2010).Table 1, below, summarizes the components evaluated in an


15/66

11

LCA for a disposable cup as discussed in several research studies. It should be noted that the

highest resource use intensity occurred during the second and fourth phases (Tukker, et al.2005;

Marcotte,et al. 2006; Hanssen,et al.2007).

Table 1: Product Life Cycle Stages with description of Stage Characteristics, Inputs, and Outputs

Broad Stages ofProduct Life Cycle

Stage Characteristics Inputs Outputs

1: Extraction -Select forest resources-Extract resources usingharvesting technology-Transport resources toproduction facility

-Forestresources-Energy

-Solid waste produced duringextraction activities-Airborne emissions fromtransportation

2: Production and

Transportation

-Process and manufacture

product-Package product fortransport-Transport product todistributor

-Forest

resources-Water-Energy

-Primary and secondary products

-Water effluents frommanufacturing-Solid waste as manufacturing by-products-Chemical emissions for pulping(e.g. sodium hydroxide)-Airborne emissions fromtransportation

3: Use -Customer use phase -Forestresources

-Water

-Energy

-Solid waste from packaging-Airborne emissions from energyusage

4: Disposal -Disposal phase-Waste and recyclingmanagement

-Forestresources

-Water-Energy

-Solid waste from product disposal-Water effluents from disposalfacility-Airborne emissions producedduring product transport to disposalfacility-Airborne emissions producedduring break down of the product

Sources: Ceridon (2010); Hocking (1991, 1994); Vercalsteren, et al. 2010

Garrido and Del Castillo (2007) and Hocking (1994) present contradictory information

on the trip rate of reusable containers. The trip rate is the number of times that the beverage

container must be used to make up for the resources and energy embedded in its production

(Vercalsteren, et al. 2010). Garrido and Del Castillo (2007) determined that a reusable cup must


16/66

12

be used 10 times before it gains superiority over the disposable cup as an environmentally-

preferable option (Garrido and Del Castillo 2007: 252). In contrast, Hocking (1994) argues

against the use of reusable containers because of their high trip rate, estimated at anywhere from

15 to 1,000 uses (894). The study by Hocking (1994) is outdated and therefore overestimates

required usages because of low dishwasher efficiency. However, the strongly technical nature of

both LCA studies causes them to ignore the underlying reasons driving demand for both reusable

and disposable cups. The articles fail to note that reusable beverage containers, if poorly

designed, could become an even greater waste problem if planned for obsolescence. Their

conclusions do not indicate long-term solutions because they both fail to address innovations

occurring in the beverage production industry (Sonesson, et al. 2005; Darlington,et al. 2009).

Hocking (1991) and Humbert, et al. (2009) use LCAs to evaluate the impacts of

disposable beverage container waste, but again propose few long-term solutions. Hocking

(1991) notes that the thin polystyrene liner added to paper cups to make them more durable and

heat-resistant also prevents them from being recycled. He fails to note that beverage containers

labelled as biodegradable do not always decompose in the landfill if moisture and temperature

conditions are not ideal (Theodore 2008; Darlington, et al.2009; Vercalsteren, et al. 2010).

Humbert, et al. (2009) suggests that efficiency, or minimized input for maximum output, could

reduce the problems associated with disposable beverage container waste in QSRs (Razza, et al.

2009). However, he fails to note that efficiency is challenged in practice by staff error and

customer dissatisfaction. The nature of this problem is difficult to solve, as staff turnover is high

and it is time-consuming to regulate all new employees for efficiency. This suggests that

disposable beverage container waste will continue to be an issue despite product innovations.


17/66

13

3.3. Stakeholder Response to Environmental Impacts

According to the environmental risk theory proposed by Beck (1992), negative

externalities from the marketplace threaten all consumers indiscriminately; however, Canadian

residents, companies, and government stakeholders are currently not taking sufficient action on

the impacts caused by disposable beverage containers. The materialistic and busy lifestyles of

the current generation of youth have been identified as the reason for their immobility on

environmental protection issues (Omann, et al. n.d.; Ouellette n.d.; The Globe and Mail 1990;

Duecy 2006; Statistics Canada 2009; Adams and Raisborough 2010). Public concern regarding

the environmental impacts of disposable beverage containers is higher in the United States, and

residents have pushed the Environmental Protection Agency (EPA) (2002) to undertake multiple

programs for environmental protection. This is due to residents awareness that these cups are

not recyclable and use old-growth forests in their production (Dogwood Alliance 2008;

Erickson-Davis 2008). In Canada, corporate social responsibility (CSR) has been the primary

control on the impacts of disposable beverage containers.

Under the concept of CSR, QSRs are attempting to reduce disposable beverage container

waste. CSR policies were first defined in the 1970s as being exclusively economic; today, these

policies protect environmental, economic, and socio-cultural protection simultaneously

(Silberhorn and Warren 2007; Laing and Frost 2010). Tim Hortons has been less successful at

this than Starbucks, another QSR known for its coffee beverages. This is because Tim Hortons

has not devoted sufficient time and money towards making its coffee cup more sustainable (Tim

Hortons n.d.; Demirbas 2010). Starbucks created an Alliance Task Force to conduct in-store

studies on disposable container usage (Alliance for Environmental Innovation [AEI] 2000).

They proposed installing reusable mugs with a chip that would act like a debit card and


18/66

14

encourage customers to remember their mugs (AEI 2000). Starbucks began this initiative to

reduce company costs for disposable containers, but it would ultimately benefit all stakeholders.

The government of the City of Toronto only recently began to take action on the

problems with disposable beverage containers. Urban areas like Toronto struggle with shrinking

availability of landfill space for these cups (Jackson 1999; Welsh 2008). The City of Toronto

created a Hot Drink Task Force (HDTF) in response to this problem, and they determined that

1 million cups were purchased each day in Toronto in 2009 (Kelleher Environmental [KE] 2009:

4). To determine potential solutions, they evaluated other municipalities which have been

attempting to recycle disposable beverage containers (e.g. Owen Sound) (KE 2009). However,

recycling is only feasible for polyethylene terephthalate (PET) containers because they have a

high concentration of post-consumer waste and are increasing in production volumes

(Georgakellos 2006; Penn 2007; Amcor 2010; Rouan 2010). The Task Force therefore proposed

banning disposable cups, a disposable cup tax, or a deposit-return program (KE 2009). In

response to these potential changes, Tim Hortons instituted recycling systems at its store

locations; however, once off the property, customers are no longer able to access these facilities

(KE 2009). This shows how there is should be a shift towards in-home production, where the

informed consumer can control their personal environmental impacts.

3.4. Environmental Impacts of and Motivations for Household Consumption

Researchers have identified how household behaviour is critical to minimizing the

environmental impacts of beverage consumption, although there should be less of a focus on

technological solutions. Behaviours which can increase impacts from beverage preparation

include inefficient dishwashing techniques, boiling excess water unnecessarily, or leaving the

coffee machine switched on (Hanssen,et al.2007; Humbert, et al.2009). Technology is


19/66

15

perceived as the most expedient way to alter these behaviours because it controls cumulative

consumer impacts (Soron 2010). However, technology was identified by Sen (1983) as the

basis for many of [societys] mistakes (76). Accordingly, solutions proposed in this study are

based on the perspectives of consumers and encourage the use of the precautionary principle to

encourage residents to make small, proactive, and beneficial changes to their lifestyles.

Past research studies have identified a wide variety of household characteristics which

affect their motivations for purchase from QSRs. The quantitative characteristics discussed in

Table 2 are supported by extensive data; however, the following section discusses intangible

factors which are also influential in human decisions (Leibenstein 1950; Husic and Cicic 2009).

Table 2: Household factors contributing to or constraining QSR patronage

Controlling Factor Description LiteratureReference(s)

HouseholdComposition - Young, single person households are more

likely to patronize QSR- Single women with children are less likely to

patronize QSR- Women with families working outside the

home are more likely to patronize QSR

Little and Beland1998; Bennettand Little 1999;

Meyers andWallace 2003;Binkley 2006;Fanning, Marshand Stiegert2010

Household Income- Household income affects the type and

amount of QSR spending, although itscorrelation to patronage frequency is lessclear

- Longer hours spent working at a job increased

QSR patronage (due to time constraints)

Bennett and Little1999; Demory-Luce 2005;Binkley 2006

Household Attitudes- Health-conscious individuals are less likely to

patronize QSRs- Socio-demographic variables are unrelated to

QSR patronage when households place ahigher priority on activities outside the home

Bennett and Little1999; Demory-Luce 2005; SMCI2005; Binkley2006; Tashiro2009; Moser


20/66

16

2010

Household Location- Households in British Columbia, Quebec, and

Alberta are more likely to patronize QSR- Urban households more likely to patronize

QSR (due to the high density of QSR in urbanareas)

Reiter 1991;Bennett and Little1999; Tashiro

2009; Fanning, etal.2010; Moser2010

3.5. Interpretations of Consumer Motivations

Within an interpretive framework, consumers are understood to have multiple views and

internal motivations affecting purchase decisions. These interpretive views do not have a clearly

stated value for sustainable consumption levels, and the focus is on the multiple and interacting

perspectives of involved stakeholders (Schaefer and Crane 2005). Stakeholder groups have

similar goals and language habits; these diverse sets of people have consequently formed

differing ideas about consumption (Schaefer and Dervin 2009; Irwin and Hramiak 2010).

The multiplicity of consumer views suggests that there is no single method for

encouraging them towards more sustainable behaviours. Consumers can be understood as

rational beings or entities responding to the dictates of cultural pressures (Schaefer and Crane

2005). The former suggests that individual act according to individual utility, while the latter

indicates cultural expectations as a major motivating force (Schaefer and Crane 2005).

Advertising has taken advantage of this situation by targeting people based on these motivating

forces (Humphreys 2010; Irwin and Hramiak 2010; Medley-Rath and Simonds 2010).

Consumers who purchase items for personal pleasure, social advancement, or self-identity may

struggle to understand the utility of altering their consumption behaviours for environmental

benefits (Schaefer and Crane 2005; Cherrier 2009; Irwin and Hramiak 2010).Consequently, there

is no single way to reach an individual and change their personal consumption habits.


21/66

17

Emotional ties and social groups are two internal motivating factors which generate

feelings of customer satisfaction and therefore influence purchase decisions (Espejel, et al. 2008;

Nelson and Consoli 2010; Ute, et al. 2010). Emotional ties to a product can be created by

sensory perceptions, such as taste and smell, which activate consumer memories of past

experiences (Honkanen and Frewer 2009; Shukla 2010). Products also possess symbolic

properties which can appeal to an individuals emotions; however, product values vary

worldwide due to cultural differences (Lee and Ulgado 1997; Chaudhuri and Majumdar 2006;

Kniazeva and Venkatesh 2007). These differences, which alter global consumption patterns, can

be evaluated through the communicative model (Lee 2009; Soron 2010). Although this model

ignores the broader societal context, it aids in an identification of cultural signifiers and identity

markers associated with individual products (Soron 2010). To gain a complete picture of

internal motivations, social interaction in product purchase must also be considered.

Social interaction in product purchase is based on the activities of reference groups.

Reference groups are defined social groups against which the consumer compares their personal

activities (Cynamon and Fazzari 2008). Multiple researchers have found that customers are

more likely to rely on these intangible product benefits over prices during decision-making

processes (Johns and Pine 2002; Iop, et al. 2006; Barrena and Sanchez 2010; Milijkovic and

Effertz, 2010). This is due to the perceived importance of adhering to group preferences and

gaining social status (Veblen 1965; Bevan 2010; Martinon-Torres 2010; Pinheiro-Machado

2010). Market segmentation is a well-known theory based on reference groups, because it

involves dividing the population and targeting specific groups with personalized promotion

efforts (Iop, et al. 2006; Chen-Wen and Chi-Shun 2009; Lin and Chienwen 2009). Households

can also be categorized into different groupings.


22/66

18

3.6. Summary of Literature Review

The preceding section provided an overview of sustainable consumption, environmental

impacts and associated responses, and motivations for the purchase of disposable beverage

containers. This information is important because it helps answer the second and third questions

of this research. Sustainable consumption, in which excessive purchase of goods is moderated,

is necessary because of the negative environmental impacts from disposable beverage cups.

Many existing LCAs provide a general rationale for reducing disposable cup usage, but provide

few solutions to this problem. Responses to disposable cup waste from Canadian residents,

businesses, and government stakeholders have also not identified potential solutions.

In this study, household production is emphasized as a solution because of the potential

for knowledgeable residents to control their own environmental impacts. Household

characteristics typically determine their QSR patronage. However, consumer behaviours could

be altered by utilizing the internal purchase motivations of emotional ties and social reference

groups within the existing views of consumption. This information assisted in the design of the

survey conducted on residents of the DPPCT. More specific solutions for reducing market

consumption will be discussed in Section 5.4.

4. Methodology

4.1. Overview of Study Methodology

This research was based on qualitative methodology, although the survey provided

quantitative data. A strong focus on words rather than numbers in qualitative methodology

requires that the researcher remain aware of their own perspective during the research process, as

this bias could alter their eventual conclusions (Sayer1997). This research project was strongly


23/66

19

focused on understanding how social actors create their own subjective meanings towards their

daily consumptive activities (Vollmer 2005; Kay 2008; Bryman, et al. 2009). Consequently, the

research includes a broad range of secondary research sources to identify individual and societal

perspectives relevant to the study questions.

Secondary research was taken from a variety of online sources. Boolean searches in

scholarly databases such as Scholars Portal and ProQuest were combined with Google and

Yahoo! search engines to yield peer-reviewed journal articles, government documents,

newspaper articles, and other official documents (Bryman, et al. 2009). Secondary information

from these sources can be problematic because of its complexity and the fact that the researcher

has no control over data quality (Hanssen,et al.2007; Bryman, et al. 2009). These problems

were addressed via a background check on the source as well as a critical reading of its contents.

4.2. Site Population and Sampling Methods

Primary research was drawn from a survey conducted in the Doon Pioneer Park Census

Tract (DPPCT) in Kitchener, Ontario. Census Tracts (CTs) are small geographic areas typically

located within the larger census metropolitan areas (CMAs) and census agglomerations (CAs)

(Census Tract Profiles 2006). In 2006, the DPPCT had a population of 8,902 individuals, up

55.5 percent from 2001 (Census Tract Profiles 2006). The populations median age in 2006 was

33.2 years, with a median income of $51,531 (Census Tract Profiles 2006). This study site was

selected for two primary reasons: 1) socio-economic diversity of the areas population as shown

through the Census Tract Profile (2006) of their age, gender, and other demographic

characteristics; and, 2) the presence of multiple Tim Hortons franchises in the area.

Additionally, it was thought that many residents from the DPPCT would commute long distances

to and from their workplace because of the close proximity of the Highway 401 to the


24/66

20

community. This study was interested in these factors because of the effects that household time

availability and factors discussed in the HLC are assumed to have on QSR patronage.

4.3. Tools of Data Collection and Data Analysis

Primary research for this study consisted of a survey on beverage consumption habits.

The approximately 15-minute survey (Appendix A) was conducted over the phone during

January 2011 with 50 consenting residents. Telephone surveys were used because they provide

an inexpensive and efficient way to gather data (Calvert and Pope 2005). A modified random

sampling technique was used to select a sample of participants from within the larger DPPCT

population (Calvert and Pope 2005). First, the N2P postal code for the southeast portion of the

DPPCA neighbourhood was used to get a list of full, associated postal codes from

www.postalcodedownload.com/; a total of 340 postal codes were gathered from this process and

pasted into the first column of a blank Microsoft Excel spreadsheet. In the second column, each

cell was filled with Excels Random function, =rand(), and both columns were sorted from the

smallest to largest random numbers.

Next, the first 100 postal codes from the list created were selected as potential

participants. Using Canada411.ca, a reverse lookup for households, the researcher looked up

each postal code and selected a single phone number from within the group. Postal codes which

did not have any associated phone numbers were discarded and the next code was used. The

researcher then hand-delivered an ethics form to each selected residence, followed by a phone

call to determine residents interest in participating. Next, the researcher asked consenting

residents each survey question over the phone and recorded each response in Microsoft Excel.


25/66

21

Data analysis was conducted through the use of Excel because of the need to maintain

clarity in research interpretations. An alternative statistical program considered was the

Statistical Package for the Social Sciences (SPSS). SPSS is valuable to researchers because of

its ability to conduct chi-squared tests examining whether a relationship exists between different

variables; however, sufficient insights into the thesis questions were gathered during Excel

analyzes (OConnor 2000). Excel was also of greater familiarity to the researcher, thus ensuring

that results were interpreted correctly.

4.4. Data Validity and Reliability

Survey questions and associated participant responses may have affected the internal and

external validity of research results. External validity implies that results were based on the

correct causal variables, thus allowing conclusions to be generalized across a variety of different

social settings (Bryman, et al. 2009). If, for example, a measurement of coffee consumption was

not accurate, it would be inappropriate to correlate this faulty data to a respondents age and

expect the results to provide an accurate portrayal of the concept. Internally, a study is valid

when it rests on a strong theoretical basis (Bryman, et al. 2009).

Attempts were made to keep survey information internally and externally valid. The

researcher designed the survey with short, specific closed questions to avoid participant

confusion and provide insight into the motivations underlying behaviours (Hedrick, et al. 2010).

Multiple causal variables, including family composition, commitments outside of the home, and

length of commute, were analyzed to build a profile of the respondent that could be connected

back to the HLC model. Quantitative (e.g. how long is your commute?) and qualitative (e.g. do

you often feel so pressured that you do not taste what you are eating or drinking) questions were

used to evaluate the concept of time stress. Results were also analyzed in the context of historical


26/66

22

data to provide a clear picture of consumption over time. However, components beyond the

researchers control may affect the reliability of survey results.

Participant responses could alter the reliability of conclusions in this study. Reliability

means that the same results would be achieved consistently if a particular measurement

technique was administered multiple times to the same research subject (Bryman, et al. 2009).

However, social pressure to provide the perceived correct response could alter participant

responses; consequently, results may vary with the same survey administered at different times

(Bryman, et al. 2009). Respondents behaviours may also differ from their stated intentions

(Dargay 2008). To minimize variations in study responses, more fluid research techniques such

as key contact interviews were not used.

4.5. Study Limitations

This study did not attempt to undertake an LCA and was limited by survey distribution

times and incommensurable historical data. First, an LCA was not conducted as a part of this

study because it would have necessitated specialized knowledge and a long time frame. Instead,

existing LCAs were used to provide information on the environmental impacts of disposable hot

beverage containers through an assessment of energy and material inputs required for the product

(Calderon, et al.2010).

Second, the survey was distributed immediately after the Christmas season. It is during

this time that people become financially conservative and tend to avoid spending disposable

income on luxury items, such as QSR coffee and tea (Cynamon and Fazzari 2008). Conducting

the survey during the annual Roll up the Rim to win contest, which encourages purchase by

offering prizes such as bicycles and vehicles, would likely have produced very different results.


27/66

23

Lastly, historical data was not available at the scale of this study. Coffee and tea

consumption data was primarily available at the national scale (e.g. Coffee Association of

Canada). This meant that only a general timeline of consumption versus in-home production

levels were presented in chapter 2 of this article. In combination with survey results, this general

information proved adequate for illustrating how, within certain demographic groups, patronage

of quick-service restaurants declined and then increased in response to factors such as market

saturation. All three of the above limitations are considered in the results and discussion section,

which analyzes survey results from the case study area.

5. Results and Discussion

Three primary questions guided the literature and data-gathering efforts of this research

project. General characteristics and theoretical bases of the following questions have been

discussed in the literature review:

1.

How has the quantity of hot beverages prepared in the home versus those consumed at

QSRs shifted over the past 50 years?2. What are the environmental impacts of disposable hot beverage containers, and how can

consumption be altered to reduce these impacts?3. Why are people purchasing disposable hot beverage containers from QSRs in Canada,

and how can consumption levels be altered for environmental benefits?

The remainder of this chapter will use survey results from the DPPCA to answer these

questions. Several of the survey questions were less relevant than initially thought and yielded a

limited amount of useful data. For example, Question 9 asked respondents what items were

present in their household kitchen (Appendix A). The purpose of this question was to determine

whether or not respondents frequently prepared items in their household, as measured through

the presence of various appliances. This question provided little insight because all items were

generally present in each participating household; consequently, well-established literature


28/66

24

findings were carefully considered in comparison to survey findings and are presented in the

following discussion.

5.1. Profile of Respondents and Survey Results

A profile of households, based on survey responses and the HLC, was created to analyze

variables of interest to this study. Coffee and tea consumption levels were as expected, although

respondents purchasing habits, time stress, and commuting activities were contrary to the

literature. First, the household profile indicates that the typical household in the study area is

headed by two parents with financially-dependent children. Individuals aged 31 to 40 years of

age were the largest age category at 20 percent of all respondents (Appendix B). Three-resident

households made up 36 percent of respondents, and 64 percent were married with children

(Appendix C and D). The HLC indicates that household needs in this situation tend to vary

greatly; however, survey results indicate that in-home production was the typical method for

fulfilling these needs (Nelson and Consoli 2010).

As expected, respondents favoured coffee as their hot beverage of choice. This finding is

supported by the literature (e.g. Gilbert, et al. 1976; Duffey and Popkin 2007). Coffee was

consumed at least once in the past week by 68 percent of respondents. Coffee makers were also

used quite frequently in the home by participating households; they were used more than 6 times

over the past week by 18 percent of respondents, while 3 to 4 usages was the next largest

category at 12 percent (Appendix E). Tea kettles were not used by 48 percent of respondents and

were therefore the slightly less popular drink between the two options (Appendix F). It is

possible that consumption is dropping for both hot beverages because companies are producing

beverages which claim to provide health-conscious consumers with vitamins, minerals, and

antioxidants (Penn 2007). A good example of kind of beverage is the Fuze drink, which claims


29/66

25

to provide consumers with healthy methods for achieving energy, relaxation, or stress relief

(Kara, et al.1995; Beverage Industry 2010).

Due to the importance of in-home production in the study site, few respondents

purchased Tim Hortons coffee frequently. A little over half, or 52 percent, of respondents stated

that they had not purchased a hot beverage from Tim Hortons in the week prior to the survey

(Appendix G). Those who did frequent Tim Hortons establishments were regular, but not

necessarily heavy, users. Only 24 percent of respondents had purchased a Tim Hortons hot

beverage 6-10 times in the past week (Appendix G). If this survey had been conducted in two

different locations simultaneously (e.g. a neighbourhood and a university campus), results may

have captured a larger proportion of Tim Hortons patrons. Consequently, this survey is useful

for contradicting existing studies, rather than for what it confirms from the literature.

Despite the high volume of female survey respondents and their degree of time stress, in-

home production levels were still high. The study therefore does not support the earlier

assumption that women are leading household decisions towards greater purchase of disposable,

convenient hot beverage containers because of contextual factors such as technology and urban

sprawl (Emerson 1990; Serret and Ferrara 2008; Vera and Young 2009). A strong majority of

respondents were female at 74 percent of the total survey (Appendix H). Recall the earlier

definition of time stress as being an individuals sense that they do not have enough time in the

day to complete all desired activities (Jabs, et al. 2007). Exactly 50 percent of respondents

agreed that they felt so pressured that they often did not taste what they were eating and

drinking; additionally, 52 percent indicated that they had a full-time, paid position outside of the

home (Appendix I and J). However, 66 percent of respondents agreed that they spend a

significant amount of time each day preparing food and beverage items inside the home


30/66

26

(Appendix K). There are several potential explanations for the high degree of in-home

production at the study site.

Respondents personal preferences and time spent in the home could be contributing to

the frequency of in-home production. Meyers and Wallace (2003) indicated that health concerns

surrounding QSR items can increase to the desirability of food and beverage prepared inside the

home. Consequently, it could be that respondents in this study underwent trade-offs in their time

to avoid purchasing QSR items. In-home production levels may also have been increased by the

large number of respondents who do not work outside of the home. There were 48 percent of

respondents who did not work outside of the home; of these, 34 percent felt that they were not

required to be outside of the home for long periods each day (Appendix J and L). The low

number of respondents working outside the home also affected results on commuting.

Despite the proximity of the Highway 401 to the study area, few residents were found to

commute long distances each day. Urban sprawl was identified earlier in this study as a potential

contextual factor contributing to the desirability of QSR disposable beverage containers (Reiter

1991). Results on commuting levels were influenced by the 48 percent of respondents who did

not work outside of the home, and thus did not have a daily commute (Appendix J). For those

who did commute, a one way trip to their place of paid employment took less than 1 hour for 38

percent of travellers, while 12 percent had to travel for about 1 hour (Appendix M). There were

only 22 percent of respondents who felt that they spent too much time each day commuting; this

suggests that urban sprawl is not contributing to feelings of time stress by participants (Appendix

N). The preceding discussion has illustrated how contextual factors, including technology and

urban sprawl, have little influence over beverage purchasing habits in the study site.

Consequently, there is an even greater potential for the consumer to alter their environmental


31/66

27

impacts from beverage consumption. However, changes to their purchase behaviour may be

predicated on internal motivations. This issue is discussed in the following section.

5.2. Results on Factors Motivating Consumption

The literature review of this report identified individual perspectives of consumption,

social reference groups, and emotional ties as influential factors in consumption decisions.

These motivations have been used in other studies evaluating behaviour and its antecedents (e.g.

Boccalettie 2008; McDonald, et al. 2009; Soron 2010). This study provides further support

regarding the importance of these internal motivations, as it identified the limited influence that

contextual factors have on influencing peoples decisions. However, the researcher was

challenged to accurately identify which motivation was most influential in purchase decisions

due to the low number of survey respondents who were regular patrons of Tim Hortons. Data

from two survey questions were evaluated in the context of the literature to provide information

on these three variables. Survey results discussed here have implications for both the study site

and the wider community.

Questions 17 and 18 from the survey were used to evaluate respondents internal

motivations for beverage purchase (Appendix A). Question 17 evaluated general QSR

purchases, while Question 18 investigated Tim Hortons specifically; respondents ranked various

factors influencing their decisions on a scale from 1 (Not very Important) to 5 (Extremely

Important). With regards to general QSR beverages,convenience was identified as being the

most influential factor; 14 percent of respondents indicated that it was Very Important in their

purchase decisions. The second most important factor was the value and quality of QSR hot

beverages, at 12 percent of all respondents ranking it as Very Important. It was explained to

respondents that value and quality meant a fair volume of the beverage was provided for its cost.


32/66

28

These results suggest that people perceive disposable beverage containers to be convenient and

well-priced. Consequently, their perspectives of consumption could be based on the utility of the

product to their lifestyle, rather than social advancement amongst their peers or personal identity

formation (Schaefer and Crane 2005). Schaefer and Crane (2005) disagree with this finding and

state that societal expectations are the most significant factor to influence purchase decisions.

To deal with this contradiction in results, data on Tim Hortons consumption motivations

were interpreted with caution. This was especially a concern because so few respondents were

regular Tim Hortons patrons. With regards to Tim Hortons beverages, taste and fast service

were identified as the most important factors in purchase decisions. Both factors were rated as

Very Important by 34 percent of respondents. Although the literature indicates that social

reference groups and emotional ties are influential in the formation of a consumers self-image,

54 percent of respondents did not think that they would purchase Tim Hortons hot beverages to

fit in with other social groups (Veblen 1965; Chaudhuri and Majumdar 2006; Cherrier 2009;

Husic and Cicic 2009; McDonald, et al. 2009; Shukla 2010; Soron 2010). It is more likely that

the Tim Hortons brand, when purchased, is regarded as desirable because of its association with

patriotic pride (Ouellette n.d.). The limited importance of social groups and emotional ties to

purchase of Tim Hortons hot beverages suggests that behavioural changes could occur by

providing information to consumers on the personal utility of alternative options. Such efforts

are required for the larger community, but not within the study site.

For the study site, these findings imply that residents are already fully aware of the

benefits of in-home production and regularly engage in this activity. Although this study was

conducted over a short period of time in a spatially restricted region, the popularity of preparing

beverages in the study site supports market research that QSRs are reaching market saturation


33/66

29

and becoming a less popular option. This appears to be the case even for time-stressed

individuals, who were thought to be carefully allocating their time each day so that they could

prepare food and beverage items in the home. Question 22 of the survey found that 30 percent of

individuals were not interested in relying on QSRs for their food and beverage items, even when

time stressed (Appendix O). Several respondents noted, informally, that they preferred the taste

of their own cooking, regardless of environmental or health concerns. However, it is thought

that conducting this study in multiple locations and at different times would have lowered in-

home production levels.

As the literature review suggested that the wider community frequently relies on QSRs

for their food and beverage items, this study investigated methods for increasing in-home

beverage preparation. Despite the limited importance of social reference groups for influencing

purchase decisions, social interactioncould be an attractive motivator for increasing in-home

beverage preparation. A strong majority of respondents, at 64 percent of the population, felt that

drinking coffee or tea is something that they might enjoy more with other people around

(Appendix P). The OECD (2002) also supports the needs for social solutions over technical

ones, although social ideas must be supported by firm educational initiatives.

Providing consumers with information and education on legitimate methods for

becoming environmentally responsible can inspire them to behave differently (Soron 2010).

Consumers lack complete knowledge of products environmental impacts; for example,

Starbucks researchers found that consumers thought beverage containers were environmentally-

friendly if they appeared natural in their colour, texture, and composition (AEI 2000). Educating

consumers on the benefits of and methods for preparing beverages in the home could allow them

to take complete control of their environmental impacts and feel environmentally empowered.


34/66

30

5.3. Potential Solutions for Influencing Consumption

Although ideas borrowed from the Slow Food movement and Japanese Way of Tea

ceremony could hold promise for altering North American beverage consumption habits, barriers

to making this change are evaluated throughout the following section. Training and education

methods for communicating with the public on this issue are also addressed. These issues are

included in this section because of the need to alter consumers perceptions rather than provide

them with strictly technical or financial incentives for changing their behaviour. Neither

instruments were considered in this study because they do not always internalize environmental

costs, are subject to political acceptability, and generate social equity concerns (OECD 2002).

Slow Food ideology suggests that positive reinforcement of environmentally-friendly

behaviour has the potential to change consumer activities. The Slow Food movement was

founded by Carlo Petrini in the 1970s after a McDonalds threatened local food production in the

small town of Bra, Italy (Bell and Hollows 2007; Andrews 2008; Laing and Frost 2010;

Sassatelli and Davolio 2010). Its focus on taste, bodily pleasure, and social interaction during

food consumption activities has contributed to its widespread acceptance around the world

(Sassatelli and Davolio 2010). This focus also helps connect individuals to each other and the

environment when consuming certain products (Hayes-Conroy 2009). However, several aspects

of the movement are problematic and must be avoided.

The Slow Food movement suffers from cultural ignorance, elitist tendencies, and

unrealistic ideals. After its creation in Italy, the movement spread across the globe by re-

labelling adherents to eco-gastronomists and its gatherings to food communities (Sassatelli

and Davolio 2010). However, it continues to rely on Italy for its image and has failed to develop

appropriate techniques for appealing to individuals in different cultures (Andrews 2008). This


35/66

31

study therefore limits its analysis and proposed solutions to the North American context.

Second, the movement has elitist tendencies which posit food producers as passive agents, which

shifts power to upper-class individuals (Andrews 2008). It also ignores the information and

financial barriers associated with purchasing high-quality local food products (Boccalettie 2008).

This study proposes overcoming both issues by providing free workshops on beverage

preparation, a solution which has been used successfully in other contexts (OECD 2002).

Lastly, the movement is predicated on unrealistic ideals. Carlo Petrini stated that there

can be no slow food without slow life, meaning we cannot influence food culture without

changing our culture as a whole (Andrews 2008:39). Due to current economicrealities, it is

idealistic to hope that entire cultures will become slow, utopian communities. Instead, the

movement should be defining more concrete, realistic goals. For example, the movement could

create small enclaves in large malls where customers would be provided with reusable beverages

mugs for in-store drink purchases. This would encourage more social interaction between

customers and reduce the de-socializing impacts of consumption activities.

The Japanese Way of Tea ceremony has similarbenefits and challenges to the Slow

Food movement for creating social and environmental benefits through beverage consumption.

Tea ceremonies can enhance human relationships with each other and the natural world by

promoting the ideals of moderation and mindfulness (Sen 1983; Blofeld 1985). Coffee

production is similarly sacred in Ethiopia, where coffee roasting is done slowly three times to

represent peace, health, and spirit (Rousell 2006). Preparing coffee or tea in the home is even

more beneficial because it can create a strong bond between the host and guest; this genuine

relationship could potentially reduce the consumers need to emulate reference groups or

purchase brands in an attempt to createsocial ties (Chen-Wen and Chi-Shun 2009).


36/66

32

Despite the positive and engaging ideals inherent in the Way of Tea, it is specific to a

single culture, intellectually elitist, and based on unrealistic ideals. In China and Japan, the Way

of Tea developed during the 12thcentury as a practice used for advancing spiritual ideals,

community unity, and connections to the natural world (Chen-Wen and Chi-Shun 2009). As this

practice could potentially be rejected by fast-paced North American culture, the ideas distilled

from this movement are thought to be more accessible to North Americans. It is possible that

these ideas, which are intangible and do not provide immediate gratification, may only be

accepted by certain portions of the population. Disseminating information on this topic to the

general public via the internet could overcome this problem because of the high degree of

penetration that this technology has in individual households (DiPietro, et al. 2007). Websites

are valuable modes of communication because they can cheaply distribute large volumes of

information to enhance an individuals decision-making ability (Auger 2005; DiPietro, et al.

2007).Using this technology is acceptable because it merely guides an individuals behaviour

and does not replace or eliminate human effort.

To aid in the guidance of individual behaviours through the ideals of the Slow Food

movement and Japanese Way of Tea ceremony, training and education programs could be used.

Awareness of how to appropriately design and deliver information to the public is growing,

leading to communication programs which link to individual concerns, place consumer decisions

in a wider context, and avoid creating information overload (OECD 2002).Training programs are

important to this study because they reveal how creating cooking competency can reward people

and reinforce compliance with behavioural changes (Caraher, et al. 2004; KE 2009; Abrahamse

and Steg 2009). Children in North America are not learning how to cook from their parents

because of the declining frequency of this activity (Sidin, et al.2008). However, in-home food


37/66

33

and beverage preparation makes the consumer aware of the volume of natural resources that they

consume and can provide them with a form of self-expression separate from the market provision

(Cherrier 2009; Moser 2010; Shukla 2010; Soron 2010).

Box 2

Critical Aspects of Education Programs1)Incremental learning process: New ideas are introducedslowly over time2) Simple and clear instructions: Program design must beunderstandable to adherents3)Provision of required tools: Adherents must be providedwith the resources that they will need to carry out the program4) On-going support: Community support of the idea must bemaintained through new goals, constant information provision,and communication over long periods of time

Source(s): Babooram 2008; Kelleher Environmental2009;Waylen 2009

Public education campaigns use psychological methods for altering consumption

behaviour, but are faced with several challenges. Box 2, above, illustrates some of the primary

methods for altering behaviour through education programs. Current understanding of education

techniques is based on studies of how and why education programs have been effective; this

typically involves an evaluation of media source used, message clarity, its temporal duration and

spatial coverage, and resultant changes in public behaviour (Heath and Mitchell 2002).

Recycling programs are a good example of using education to alter behaviour (KE 2009).

Dominant social groups accepted recycling and encouraged wide-spread adoption of these

programs for two reasons; first, it addressedpeoples feelings of guilt over consumption

activities and encouraged them to monitor their neighbours simultaneously (KE 2009). Second,

the item-specific processing theory was used in marketing techniques to appeal to a specific

target audience (Heath and Mitchell 2002; Putrevu 2010). This involved highlighting select

features of recycling programs to encourage its public acceptability (Ayala, et al. 2008).


38/66

34

Educational programs for beverages are challenged by the intangible nature of this

experience good. Consequently, consumers are purchasing new beverages based on their past

experiences with taste, availability, and affordability (Boccalettie 2008; Sen and Block 2009;

Xue and Landis 2010). The diversity of each experience could challenge the structure of

education techniques, which rely on repetition to communicate. Additionally, language is the

mode through which values and ideas are transmitted to consumers; however, media can misuse

language in an effort to generate profit (Crescentini and Mainardi 2009; Dilevko and Gottlieb

2009; Laing and Frost 2010). The media is therefore a strong external force which can structure

public information in ways which benefit or harm educational initiatives (Humphreys 2010).

6. Conclusions and Recommendations

The three primary goals of this research were to describe beverage consumption habits

over time, identify what motivates individuals to purchase disposable beverage cups, and suggest

potential methods for reducing this market reliance. Secondary literature was used to provide

information on the environmental impacts of disposable beverage containers and beverage

consumption habits over the past 50 years. A survey was conducted over the phone with

residents of the DPPCT neighbourhood of Kitchener to ascertain possible factors motivating

current consumption levels. In-home beverage preparation was identified as the preferred, long-

term solution because it allows consumers to control their own environmental impacts (Hayes-

Conroy 2009). However, barriers to increasing in-home production activities were identified

from the literature as being the contextual factors of technology and urban sprawl, while it was

thought that consumers were internally motivated to purchase QSR items.


39/66

35

Although the source of hot beverages has changed, type and volume preferences remain

the same. The survey found that coffee continues to be the most popular beverage for residents,

and is consumed in greater volumes than tea. Overall consumption of both beverages is

declining due to the increasing popularity of pre-packaged health drinks. The source of

beverages is slowly evolving over time in response to changes in the restaurant industry.

Restaurants in Canada have maintained consistent growth over time; however, changing

consumer preferences, rising costs, and a saturated market are expected to reduce restaurant

patronage in the coming years. This is reflected in the findings of the study site, where in-home

beverage preparation was practiced regularly by respondents. Within the theoretical framework

of the HLC, it was determined that household needs were being satisfied by in-home preparation

of coffee and tea beverages. The low number of respondents who were Tim Hortons patrons

made it difficult to interpret which factors were most influential in their purchase decisions.

However, a comparison between data and the literature yielded several general conclusions.

Contextual factors, including technology and urban sprawl, were determined to have a

limited influence on respondents in the case study area. Labour-saving technologies in the home

have increased the amount of time that women spend on work and leisure activities outside of the

home; however, this trend has increased their number of responsibilities and associated levels of

time stress. Survey findings did not support the researchers belief that time stress was

contributing to the desirability of convenient, disposable QSR beverages. Although respondents

did indicate that they had limited available time, it could be that they are undergoing trade-offs in

their time distribution because they prefer the taste of their own beverages.

Long commutes associated with sprawling urban cities were thought to be affecting

household time allocation decisions. This would be particularly problematic for women already


40/66

36

pressured from a variety of different demands on their time. The DPPCT neighbourhood was

also found to have a high incidence of commuters due to the proximity of the Highway 401.

Consequently, it was thought that the purchase of convenience beverages would be valuable to

individuals during their commute to work. However, the length of time spent commuting by

respondents was low and few felt antagonistic towards the length of time they spent commuting.

Accordingly, urban sprawl does not appear to be contributing overtly to the beverage purchase

habits of survey respondents.

Internal motivations included multiple perspectives of consumption, emotional ties, and

social reference groups. Multiple factors are involved in each of these internal motivations, and

this study struggled to accurately capture each of the relevant motivations. It appeared that

respondents perceived consumption within the context of its utility to their lifestyle. The

findings also determined that other internal motivations were contributing to respondents Tim

Hortons purchase behaviours; consequently, there is a significant area of opportunity for

researchers to investigate motivational factors and use social interaction as a motivator for

preparing beverages in the home.

Solutions involved education and training techniques to encourage the adoption of social

methods for reducing disposable beverage container purchase. The literature evaluated in this

study clearly identifies how disposable beverage containers have significant environmental

impacts; they generate a significant amount of pollution during production, transportation, and

disposal phases. Their impacts are problematic for the achievement of sustainable consumption

for future generations. Households are frequently ignoring the importance of sustainable

consumption because they can no longer distinguish between goods which are needs and those

which are luxuries. This problem could develop when the individual consumer has certain


41/66

37

attitudes and perspectives towards the product. Consequently, solutions should be based on the

consumers perspectives of their consumption activities. Thiswould help motivate individual

consumers to take action on issues of environmental protection.

Modifying the Slow Food movement and Japanese Way of Tea ceremony to fit in with

the North American context could be valuable for altering current consumption patterns. Both

techniques are used here because of their strong focus on rewarding participants for their

participation in in-home preparation. The problems with both movements can be overcome

through the use of only certain portions of their ideas.

Education and training were identified as two methods for communicating the benefits of

the Slow Food Movement and Way of Tea ceremony to the general public. Training would

provide the public with an enhanced set of cooking skills in an effort to reduce their reliance on

QSR food and beverage items. Educational programs, though challenged by the experience

nature of this good, can effectively utilize media to encourage the wide-spread adoption of these

ideals in the dominant social groups of society.

Further studies on consumption motivations surrounding disposable beverages are

needed. Several decisions made by the researcher altered the results of this study and meant that

certain features were not clearly identified in the results. For example, future research could be

directed towards the barriers that individuals are confronted with during their attempts to develop

more environmentally-friendly behaviours. It would also be advantageous to conduct a complete

analysis of in-home consumption activities so that clear statistics can be used to argue in favour

of increasing this activity. Future studies might also consider paying for the expensive


42/66

38

demographic data collected by quick-service restaurants on their typical patrons to better link

personal characteristics to purchase of certain beverages.

7. References

Abrahamse, W., and Steg, L. 2009. How do socio-demographic and psychological factors relateto households direct and indirect energy use and savings? Journal of Economic

Psychology, 30(5): 711-720.

Adams, M., and Raisborough, J. 2010.Making a difference: Ethical consumption and theeveryday.The British Journal of Sociology, 61(2): 256-274.

Allen, S.R., Saccary, L., Wishart, J.G., and Vigneau, A.M. 2004.A Characterization of NovaScotian Litter: 2004 Litter Survey. Presented by Nova Scotia Youth Conservation Corps

& Nova Scotia Department of Environment and

Labour..

Accessed March 3rd, 2011.


43/66

39

Alliance for Environmental Innovation. 2000.Report of the Starbucks coffee company/alliancefor environmental innovation joint task force. Produced in association withEnvironmentalDefence and The Pew CharitableTrusts.. Accessed on November 26th,2010.

Alsop, J., Field, T., Kalkreuth, J., Kemp, J., Malach, S., and Popper, A. 2004.Reusable Mugs:

Reducing Waste on Dalhousies Studley Campus.ENVS 3502- Environmental Problem

Solving, Dr. Tarah

Wright.. Accessed on March 3rd, 2011.

Amcor.2010. PET PackagingSustainability..Accessed on November 28th, 2010.

Andrews, G. 2008.The Slow Food Story: Politics and Pleasure. Kingston, ON: McGill-QueensUniversity Press.

Audirac, I. and Fitzgerald, J. 2003. Information technology (IT) and urban form: an annotatedbibliography of the urban deconcentration and economic restructuring literatures.Journalof Planning Literature, 17(4):480-511.

Auger, P. 2005. The impact of interactivity and design sophistication on the performance ofcommercial websites for small businesses.Journal of Small Business Management,43(2): 119-137.

Ayala, G.X., Rogers, M., Arredondo, E.M., Campbell, N.R., Baquero, B., Duerksen, S.C. andElder, J.P. 2008. Away-from-home food intake and risk for obesity: Examining theinfluence of context. Obesity, 16(5):1002-1008.

Babooram, A. 2008.Canadian participation in an environmentally active lifestyle. EnviroStats,2(4): 7-11. Ottawa, ON. Catalogue no. 16-002-X.. Accessed on September 28th, 2010.

Bakker, K., and Kooy, M. 2008. Governance failure: Rethinking the institutional dimensions ofurban water supply to poor households. World Development, 36(10):1891-1915.

Barrena, R. and Sanchez, M. 2010. The link between household structure and the level ofabstraction in the purchase decision process: an analysis using a functional food.Agribusiness, 26(2):243-264.

Beck, U. 1992.Risk Society: Towards a New Modernity. London, UK: Sage.

Bell, D., and Hollows, J. 2007. Mobile homes.Space and

Disposable Hot Beverage Container Usage by Residents of Kitchener, Ontario: Causes, Consequences and...

Documents

Transcript of Disposable Hot Beverage Container Usage by Residents of Kitchener, Ontario: Causes, Consequences and...