We dug around in the rubbish.
This study revealed the ‘tangible’ results of real (vs. officially stated) consumer behaviour of an interesting cross section of population. By routing through the yellow sacks and examining their contents, we were able to focus on brand portfolio and product mix. Consumers are, despite their good will, not able to provide detailed information about their consumption habits, we have been looking for a method to capture the real consumer behaviour. Thereby we followed completely new methodological tracks by letting the recycle bags themselves „speak“ instead of the consumers.
Keywords: consumer behaviour, sustainability, target marketing, yellow recycling bags, hybrid consumer, private labels, brands, consumption, social class, packaging, dairy products, health, security, reward, consumer and shopper research, society