According to behavioural science, a consumer's worldview and set of beliefs have a significant impact on their behaviour. Beliefs are psychologically embedded to the point where they prevent consumers from evaluating their alternatives, resulting in the retention of ingrained habits and routines. This is especially significant in light of the increasing shift towards sustainable consumer behaviour.
Sustainable consumer behaviour examines why and how consumers prioritise sustainability in their purchasing decisions. The majority of consumers today believe they understand sustainability, even though they are not sufficiently informed. Sustainability simply refers to preserving all resources for future generations. In order to achieve this, consumers must be reminded of the need to be more responsible and diligent when it comes to waste disposal and recycling habits.
Meanwhile, companies are doing their best to bring out the change in consumer behaviour as much as possible through their efforts. Businesses appeared very willing to work together in novel ways across the value chain to address sustainability-related issues. In fact, today we are witnessing new and active collaborations among the public, private, and philanthropic sectors.
In line with this goal, Mai Dubai collaborated with DGRADE, an eco-friendly clothing manufacturer, and has been promoting sustainable lifestyle by turning recycled PET bottles into clothing, masks, and bags. The company assists us in collecting used PET bottles from our consumers to convert them into fibres, flakes, and yarns, all of which would later be used to make clothing in the apparel industry. Mai Dubai even promised a free collection of used 16 L PET bottles from its direct home consumers.
By doing this, they make recycling PET bottles as easy as it is simpler and more affordable to do so. It required no additional planning or action on the part of the consumer and further complementing the sustainability story that leads the consumer to choose Mai Dubai as the preferred choice of hydration. By giving the PET bottle a second chance with the help of DGRADE, successfully educating the consumers to form better recycling habits and producing in a carbon neutral production facility. Mai Dubai reassures its position as the most sustainable bottled water brand in the region.
When purchasing a good or service, consumers must make a number of choices, from choice of brand to the delivery options. Consumers can be reminded to make sustainable decisions by leaving effective prompts at specific points in the consumer journey. It is also proven that action tracking motivates consistent behaviour, whether it is fitness statistics, energy consumption, or money savings. Businesses have used this strategy to encourage environment-friendly behaviour by periodically informing consumers about their environmental impact. Collection of PET, for instance, actively reminds consumers that it can be made into valuable products if properly disposed of.
At Mai Dubai, we strive to educate our consumers about the importance of appropriate disposing of all PET. The dissemination of this knowledge is one way we are contributing to a sustainable society and bringing a positive change in consumer behaviour.