Carrigan, Marylyn, Wells, Victoria orcid.org/0000-0003-1253-7297 and MacKay, Kerry (2023) Transitioning beyond single-use plastic drinks cups:An emergent social marketing case study in Scotland. European Journal of Marketing. ISSN 0309-0566
Abstract
We investigate whether consumers and small businesses can transition from disposable to reusable coffee cups, using a community social marketing intervention, led by a Social Purpose Organisation. An emergent case study approach using multiple sources of data developed an in-depth, multifaceted, real-world context evaluation of the intervention. The methodology draws on citizen science ‘messy’ data collection involving multiple, fragmented sources. Moving from single-use cups to reusables requires collective commitment by retailers, consumers, and policy makers, despite the many incentives and penalties applied to incentivise behaviour change. Difficult post-Covid economics, austerity, and infrastructure gaps are undermining both reusable acceptance and interim solutions to our dependence upon disposables. While the non-traditional methodology rendered gaps and omissions in the data, the citizen science was democratising and inclusive for the community. Our practical contribution evaluates a whole community intervention setting to encourage reusable cups, integrating multiple stakeholders, in a non-controllable, non-experimental environment in contrast to previous research. Our article demonstrates how small community grants can foster impactful collaborative partnerships between an SPO and researchers, facilitate knowledge-exchange beyond the initial remit, and provide a catalyst for possible future impact and outcomes. To assess the impact at both the outcome and the process level of the intervention we use Pawson and Tilley's realist evaluation theory – the Context Mechanism Outcome framework. Our methodological contribution demonstrates the process of citizen science ‘messy’ data collection, likely to feature more frequently in future social science research addressing climate change and sustainability challenges.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © Emerald Publishing Limited. This is an author-produced version of the published paper. Uploaded in accordance with the University’s Research Publications and Open Access policy. |
Dates: |
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Institution: | The University of York |
Academic Units: | The University of York > Faculty of Social Sciences (York) > The York Management School |
Depositing User: | Pure (York) |
Date Deposited: | 22 Nov 2023 08:40 |
Last Modified: | 02 Apr 2025 23:26 |
Published Version: | https://doi.org/10.1108/EJM-05-2023-0395 |
Status: | Published online |
Refereed: | Yes |
Identification Number: | 10.1108/EJM-05-2023-0395 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:205629 |
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Filename: EJM_Carrigan_Wells_and_Mackay_Accepted_Nov_2023.PDF
Description: EJM Carrigan, Wells and Mackay Accepted Nov 2023
Licence: CC-BY 2.5