Findings:
High adaptation: Romanians are adapting well to the SGR system, with 70% returning all designated packaging.
Generational and geographic gaps: Younger people (18-24) and those in rural areas return less frequently.
Plastic dominates waste: Plastic packaging makes up the majority (84%) of returned items.
Habitual returners: Weekly returns are most common (42%), with frequency increasing with age.
Financial motivator: Recovering the deposit is the primary reason for returning packages (39%).
Mixed satisfaction: Only 45% are happy with the SGR system, suggesting room for improvement.
Behavioral shifts observed: While 59% haven't changed buying habits, 34% report adjustments:
Opting for larger packages (15%) to minimize guarantee payments.
Reducing overall beverage purchases (10%).
Choosing cheaper alternatives (9%).
Key Takeaway:
Romanians are embracing the SGR system, but there's opportunity to improve accessibility, address concerns, and potentially encourage more sustainable consumption habits.
Trend:
Growing public acceptance and adaptation to the SGR system.
Potential shift towards larger packaging or reduced beverage consumption due to the deposit system.
Conclusions:
The SGR system is showing positive results in waste management.
Reaching younger demographics and rural areas is crucial for increased participation.
Addressing user concerns can enhance overall satisfaction with the system.
Implications for Brands:
Promote responsible packaging: Develop eco-friendly packaging designs that are easily recyclable within the SGR system.
Highlight sustainability efforts: Emphasize commitment to environmental responsibility through marketing and communication.
Support educational campaigns: Partner with relevant organizations to raise awareness about the SGR system and its benefits.
Consider consumer behavior: Analyze how the SGR system might influence purchasing habits and adapt product offerings accordingly (e.g., offering larger package options with minimal price increases).
By taking these steps, brands can contribute to the success of the SGR system and position themselves as environmentally conscious leaders in the Romanian market.
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