Between 22 and 26 February, researchers from Service Research Center (CTF) visited the Gothenburg Horse Show to study how event participants experience a rotation system with reusable takeaway cups.
The researchers were there to study a rotation system with reusable containers for food and beverages - in this case coffee cups - and gauge event participants reactions. The system will be tested at three events in 2023, and the Gothenburg Horse Show was first up. The research is part of Retake, a demonstration project led by Chalmers Industriteknik where CTF is one of the partners.
- Our reusable solution is no more complicated than checking out a book at the library. You select what you want, you enjoy your selection, and hand it back when you are done, says Klas Hedvall, project manager at Chalmers Industriteknik and researcher at CTF. That way we reduce single-use products and do not contribute to overflowing landfills.
The objective of Retake is to demonstrate how the rotation system can contribute to increased sustainability, reduced littering, and lowered sanitation and waste management costs. The project will also study and evaluate how services and business models can be designed to facilitate cooperation and joint value creation.
CTF will contribute with knowledge about how customers can be encouraged to choose sustainable options and what influences their choices, as well as knowledge about business models and how to serve the interests of different parties of the same ecoystem, in this case a rotation system for reusable containers.
- Retake is an opportunity for us to gather key knowledge that helps the industry make the shift to more sustainable events, says Lars Witell, professor of Business Administration at CTF and Karlstad Business School. This shift is necessary to make. Starting from 1 January 2024, all restaurants, cafés, and event organisers must offer their customers reusable packaging that is part of a rotation process.
CTF is also represented in the project by Jenny Karlsson and Carolina Camén, both researchers and senior lecturers at CTF and Karlstad Business School.
Retake project is funded by the Swedish Energy Agency, Vinnova, and Formas through the strategic innovation programme RE:Source and is a partnership between the Chalmers Industriteknik Foundation, CTF at Karlstad University, Panter, Light My Fire, Samhall, Göteborg & Co, Got Event, and Region Gotland.
