Marketing sustainability to millennials – G01.1
Andy Chan Wai Yee, Eng Yu Ting, Evelyn, Lee Yi-fei Sophia, Sin Huiwen Cheryl
The motivation of our project is to propose the best way to encourage awareness and behavioural change in millennials. Our project aims to investigate the effectiveness of existing sustainability campaigns in marketing sustainability to millennials, and to propose recommendations on the type of marketing strategies which will appeal to millennials. To do this, we decided to zoom in on raising the awareness of climate change in millennials, in line with the Year of Climate Action 2018, and more specifically on reducing plastic and paper waste. Based on our analysis of past and existing campaigns on sustainability, we came up with several initiatives targeted at RVRC students, namely posters, website, social media account, and a waste reduction challenge. From the feedback and data gathered from our campaign, we are able to conclude that the most effective marketing strategy points to direct engagement and peer influence, rather than social media.
Academic Advisor: Dr. Chua Siew Chin
Industry Advisor: MEWR
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Marketing Sustainability to Millennials: A Case Study of Food Waste in Dining Halls – G03.1
Beh Jing Yi, Chew Yong Soon, Khoo Wu Zhe, Samuel, Sin Kah Kek Kelly, Yeo Zhang Yi
Global awareness of sustainability has risen in recent years, but the uptake of sustainable behavior is lagging behind. More needs to be done in the field of sustainability marketing, with regards to understanding people’s motivations for adopting sustainable behavior. The millennial generation, who show high levels of environmental concern and form a large part of society, are prime for such marketing. Our project examined three core values that drive millennials to adopt sustainable behavior, using the platform of food waste at RVRC. First, we identified three critical millenial values as part of our literature review. We evaluated these criteria with a quantitative survey of students’ opinions on marketing techniques. Then, to test and verify our findings, we launched a marketing campaign at the RVRC Dining Hall, and measured the food waste levels before, during, and after our campaign. Lastly, we followed up with a post-campaign survey to ascertain students’ reception to our campaign. We have assimilated our findings into a meaningful understanding, to be shared with MEWR.
Academic Advisor: Ms. Sadaf Ansari
Industry Advisor: MEWR
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Why are NUS students not buying sustainable palm oil food products? – G15.1
Chua Min Jun Luke, Devarajan Preethi, Johnson Ho Chong Xiang, Liow Zhi Xin ,sherlyn, Xia Runze
In 2015, Southeast Asian countries suffered one the worst haze. Since then, are Singapore consumers buying sustainable palm oil products to mitigate the haze? This project aims to investigate if NUS students are purchasing sustainable palm oil products (SPOP). The project seeks to examine the reasons why NUS students may not actively decide to purchase SPOP. The project also aims to suggest ways to improve knowledge on the sustainable palm oil issue. To achieve these aims, we conducted a survey to assess students’ knowledge on the issue. Half of the participants have good knowledge but they do not actively decide to purchase SPOP. We then conducted a focus group discussion to investigate the reasons behind this lack of action. The results show that participants do not think their consumption of SPOP will alleviate the negative impacts of consuming non-SPOP.
Academic Advisor: Ms. Wong Kah Wei
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Are you looking for an eco-label?: Apathy and ignorance among consumers – G15.2
Goh Si Jie, Joshua Goh Yong Sheng, Pereira Yip Ding Xian, Teo Zhi Yi, Ting Shou Teck
There is an estimated 450 eco-labels across 25 industry categories, labels indicating that a product is environmentally-friendlier compared to similar products in the market. However, how effective are these eco-labels in influencing consumers to purchase a product? This project aims to determine whether the presence of an eco-label on a product would influence NUS students to purchase it over a similar product without an eco-label. If so, how much more are students willing to pay for the eco-friendlier option? Do they even know what the eco-labels mean? Before these questions are answered, how many of them even bother looking for eco-labels on the products they buy? This project seeks to understand how the demographics of different students affect their purchasing behaviour and to create awareness to reduce apathy and ignorance among consumers. This is done to maximise the influence the eco-label has on increasing consumer’s purchasing behaviour.
Academic Advisor: Ms. Wong Kah Wei
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Are RVRC students aware of greenwashing? – G15.3
Goh Peng Wai, Shin Han Wei Kenny, Siew Hui Xin, Ruth, Tan Jerry, Tan Jiaqing
Greenwashing is the practice of making a misleading claim about the environmental benefits of a product, service, technology or company practice. A company may appear to be more environmentally friendly and advocate for sustainability, but all these may just be a façade.
Greenwashing can do more harm than good if consumers purchase products that are not genuinely green, misleading them from supporting businesses or products that are actually environmentally sustainable. Are notebooks promoted as eco-friendly made from recycled paper? What is the source of this “recycled” paper?
This project aims to identify the extent greenwashing among RVRC students and develop a campaign to educate students on the phenomenon of greenwashing. The project seeks to gauge students’ awareness of greenwashing, the different forms of greenwashing and to determine if students are able to link these to the impacts of greenwashing on the environment, consumer behaviour, and so on.
Academic Advisor: Ms. Wong Kah Wei
Industry Advisor: Earthys