Consumer Eco Journey Insights and Analysis for Tenschul's "Refill-On-The-Go" Product Service System

The research investigated consumers’ eco journey towards the adoption of a refill-on-the-go reuse system for packaging of personal care products such as shampoo and bath gel. The overall results suggest that consumers appear to be receptive to a system where they can refill their pre-used packaging from a dispenser on a retailer’s premises. The association consumers make of refilling packaging with reduced environmental impact suggest that these themes should feature in marketing communications; however, there are other themes such as convenience, cost and value for money which should also be included in the communications.
The company involved in this project, has developed a Product Service System (PSS), an automated dispensing system conforming to a ‘refill-on-the-go’ system for personal care products (shampoo, body lotion, etc.) to reduce single-use plastic waste and promote the reuse of containers for refilling by the public.
Results from our primary research suggest that the practice of refilling packaging is widespread and that consumers are receptive to a PSS where they can refill their pre-used packaging from a dispenser on a retailer’s premises. This indicates that consumers would be willing to perform the tasks necessary to operate the PSS, i.e., transporting the packaging to the refilling station and perform tasks necessary to refill it. Using disposable plastic packaging is associated by consumers with waste and pollution. As such, reducing plastic packaging plays a part in motivating participants to reuse plastic packaging.