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Durch Marketing die Eigenverantwortung für umweltfreundliches Verhalten stärken: Eine Illustration anhand der Einführung von Mehrwegbecher-Pfandsystemen

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  • Seppelfricke, Thomas

Abstract

Der Trend, Heißgetränke unterwegs zu trinken, hat sich in den letzten Jahren zunehmend vergrößert. So belief sich der Verbrauch an Einwegbechern für "to go"-Heißgetränke im Jahr 2019 in Deutschland auf 2,8 Milliarden. Dies stellt mit Blick auf die schlechte Energiebilanz des Einwegbechers ein großes Problem dar. Mit der Einführung von Mehrwegbecher-Pfandsystemen lässt sich die Umweltbilanz des "to go"- Heißgetränkekonsums deutlich verbessern. Im aktuellen Beitrag sollen zunächst Einflussfaktoren aufgezeigt werden, die bei der Nutzung von Mehrwegbechern zu Handlungshemmnissen führen können. Dann wird erörtert, wie Marketingaktivitäten dazu beitragen können, die regelmäßige Nutzung von Mehrwegbecher-Pfandsystemen zu forcieren und so zur Überwindung der Intentions-Verhaltens-Lücke bei den Konsumentinnen und Konsumenten beizutragen. Abschließend werden Handlungsempfehlungen für abgeleitet, die über das betrachtete Anwendungssetting hinausgehen.

Suggested Citation

  • Seppelfricke, Thomas, 2022. "Durch Marketing die Eigenverantwortung für umweltfreundliches Verhalten stärken: Eine Illustration anhand der Einführung von Mehrwegbecher-Pfandsystemen," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 7(01/2022), pages 47-62.
    • Handle: RePEc:zbw:afmpwm:266165
    DOI: 10.15459/95451.55
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    References listed on IDEAS

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