Beh Jing Yi, Chew Yong Soon, Khoo Wu Zhe, Samuel, Sin Kah Kek Kelly, Yeo Zhang Yi
Academic Advisor: Ms. Sadaf Ansari
Industry Advisor: MEWR
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 millennial 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.
Keywords: Culture and Lifestyle, Responsible Consumption, Food Waste, Sustainable Behaviour, RC Dining