Jamba Juice: Consumer Behavior and Reusable Cup Sustainability

This report delves into the consumer behavior surrounding Jamba Juice's environmental sustainability efforts, particularly the adoption of reusable cups. It examines the ethical considerations, brand image, and the impact of green marketing initiatives, including the AIDA model. The analysis explores factors such as awareness, interest, desire, and action in influencing consumer choices. The report also discusses the company's commitment to reducing electricity usage and promoting eco-friendly practices. It further investigates the cost-benefit analysis of reusable cups versus disposable options, considering environmental impacts, production costs, and customer feedback. The study highlights the role of social media campaigns and corporate social responsibility in shaping consumer perceptions and loyalty, emphasizing the importance of environmental consciousness for Jamba Juice's long-term success in a competitive market.

Running head: UNDERSTANDING CONSUMER
Understanding Consumer
Name of the Student
Name of the University
Author Note

1UNDERSTANDING CONSUMER
Part One
The use of the reusable cups has been done concerning the ethical grounds of the people.
Therefore, it would be a matter of great importance that the company must be using the proper
ethical issues that would be very much realistic for the environment and the brand image of the
company as well (Cantallops & Salvi, 2014). The recycling of the cups would pose dual
reactions in the minds of the people within the business environment of the company. Therefore,
it would surely be evident that the sustainability of the reusable cups has been perceived as an
important factor for the success and growth of the organization Jamba Juice. Therefore, the
environmental improvement has always been the biggest target for the company to develop their
brand image properly. In this scenario, it would be better to discuss this situation in a way how it
caters to the better health and fitness of the users.
The values and targets of the company Jamba Juice has always been to look into the
healthiness and well being of the people. The objectives of the founder Kirk Perron are still
followed to give the organization a better dimension to improve their position in the competitive
business environment (Cantallops & Salvi, 2014). The fitness and health issues have always been
the main issue for the main concern of the organization. Theirs stance on this issue has been
noted by various experts and they have noted that it will benefit the health of their users. They
have promoted the health and fitness issues of their customers from the very beginning (Zhang,
2015). This is why they will look to pick out the best option so they could serve their customers
in the most ways. The use of these reusable cups has added to the nutritional values of their
customers. As the experts have suggested, the use of these reusable cups will have more lifespan
than those disposable cups. The customers should possess the knowledge that these reusable cups
will have better impact on the health (Cabiddu, De Carlo & Piccoli, 2014).

2UNDERSTANDING CONSUMER
This factor will be highly helpful for them because these reusable cups can be used
numerous times. The cost of production will decrease in this method as well. In this scenario, the
proper comparisons will have to be made on the basis of the environmental impact between
reusable cups and disposable cups (Zhang, 2015). The debate should be judged and answered
properly by various means indeed. Before beginning this debate properly, it should be kept in
mind that there are many types of disposable cups made of paper, plastic and Styrofoam. These
disposable cups should be thrown off after using it for a single time. Therefore, this will cost the
concerned company a lot for providing new cups to their customers every time. The use of
current technology on th making of these cup will have to be measured properly so the
environmental impact can be felt.
In order to get more profits by selling these cups, the organization Jamba Juice will have
to keep several factors in their minds. These factors are production, use and post use. The sub
sections about the production of reusable cups are input of the several natural resources and
energy, transporting the raw materials and the finished product (Zhang, 2015). The use of these
cups can be measured by certain small factors like its overall impact on the human health, the
total lifespan of the product and its impact on the human beings after washing it completely.
Therefore, it would be quite important to note how this can be used in the better sense (Lantos,
2015). The reusable cups used by the Jamba Juice will not have huge negative impact on the
environment. Therefore, it will be better to think that the disposable cups will create pollution in
the natural environment and will be harmful for the body of the human beings as well. Jamba
Juice has relatively measured the cost calculations on how this will impact on their budget as
well. The recycling of these cups has huge cost. On the other hand, it will also be costly to

3UNDERSTANDING CONSUMER
provide new cups to their customers every time. This is why it is quite needed to make the proper
step through a proper calculation indeed (Lantos, 2015).
The feedback from the customers has been sought by the managers of the company
Jamba Juice. The three factors like the cost of production, cost of use and cost of post use can be
added to be find out the total environmental impact. Therefore, the accounts department of the
Jamba Juice will have to identify the factors important for the success of the company. Th profits
can be raised only if the total cost is less than providing the customers new disposable cups every
single time. Therefore, the types of environmental factors will have o be assessed in this scenario
(Godey et al., 2016). These are the pollution issues in the environment, emissions of gases and
use of the several natural resources. Therefore, the negative environmental impacts include the
loss of biodiversity and the natural environment getting degrded regularly. The negative impacts
regarding pollution include global warming and air pollution (Harmeling et al., 2017). If these
cups are burned after use, this surely wastes the natural energy to some extent as well. Thus th
input of energy goes in vain. The managers of the company Jamba Juice have thought over this
process again and again. Thus they have found out that use of reusable cups will effectively
amount to their profits as this will not waste the energy (Godey et al., 2016).
On the other hand, its impacts can also be evaluated through the act of washing it
properly. It is a very crucial process to measure the effectiveness of the plastic cups. They must
let their customers know that they are doing this to save the drowning of the environment. There
re many eco-friendly ways of washing the cups. Therefore, this will be very much helpful for the
organization in numerous ways (Stephen, 2016). They should ascertain their customers that the
use of these reusable cups will be helpful for them in numerous ways. The disposable cups are
generally very tough to be recycled. Therefore, it will be profitable for them to use these kinds of

4UNDERSTANDING CONSUMER
cups because it will surely cater to their rapid growth all over the country. Various types of juices
could cater to the nutrition and growth of the company. Apart from this, one of their most
important commitments is regarding the electricity in their operations. They have promised to
reduce their use of electricity by 10% that will really be one of the biggest positive points for the
organization to get a better brand image (Stephen, 2016). It is duly their responsibility to make
their customers understand that they are committed to these things because of their welfare. They
think bout the natural environments and it is one of their long term strategies to work in a better
natural environment. Then only they can put up eco-friendly image of their business (Cummins
et al., 2014).
Therefore, employees of the company should have to think about the possibilities that the
company has to succeed in this complex business environment. The customers can be made
aware of this grand image by the use of social media. They should analyze the eco-friendly
measures of their competitor companies as well. It is one of the corporate social responsibilities
of the company to ensure the safety of the environment. They are liable for making the
customers understand that they are supremely dedicated to save the environment and humanity
with their best efforts (Cummins et al., 2014). The use of these reusable cups for environmental
sustainability will be one of the most important factors for the overall success of the organization
Jamba Juice. This approach to environmental sustainability will be pointed out as something very
much crucial to earn the trust and faith of the customers. If their customers are environment-
friendly and conscious about the safety of the environment, it will surely give then an added
advantage in this issue (Jia et al., 2017). Then these customers will surely understand the
dedication of the organization. In turn, they will also remain loyal to these customers effectively.

5UNDERSTANDING CONSUMER
This will give the organization Jamba Juice to work harder towards gaining a better place
in their business environment amidst severe competitors like Starbucks Coffee. These
commitments and dedications will also lead them to achieve high brand equity. Therefore,
employees should also be rewarded as well (Jia et al., 2017). The organization should also look
to make sure that their engagements with the society and environment will be largely helpful to
ensure better productivity and higher profits. Their ethos for the protection of the environment
can thus be reverberated through the use of these reusable cups. Customers will understand the
need for this and contribute to the production of their environment in a better manner (Peattie,
2016). So, Jamba Juice will be benefitted by this approach.
Part Two
In this scenario, it will also be very important for the organization Jamba Juice to manage
an in-store environmental campaign that they can use in their social media platform as well.
They are very much aware that their customers are very much active in the social media and they
follow thir regular updates on social media platforms as well (Lanzini & Thøgersen, 2014). This
is why it will ve very much evident that their environmental campaign will based on the AIDA
model. Their main aims and purposes regarding the overall well being of their customers will
also have to be managed properly (Peattie, 2016). So, they will have to make it sure that their
efforts to attract more customers will be matched with their designs to create an impact on their
customers. The resources should be used to make sure that the employees can implement them
properly. Some of the things that will be needed in this attempt are awareness, interest, desire
and action.
Awareness

6UNDERSTANDING CONSUMER
The overall awareness of the customers must be raised for the green marketing initiatives
by the organization. They will have to look forward to the fact that the customers will have to
comprehend the real meaning of the environmental awareness. There are certain aims of the
green marketing in the contemporary business environment (Mishra & Sharma, 2014). These are
to apply the sustainable business practices within the organization, reduce the expenses of the
organization by various means and inform their target audience about the effectiveness of their
products (Johnstone & Hooper, 2016). Eventually, this can be done in their stores as well. In
their stores, they can opt to put up billboards where they will create banners to make their
customers know about this fact. Social media is indeed a very strong medium for that. Most of
their customers are available on the social media platforms and they give their feedbacks through
these platform. Their online experts will create posters and fryers that can be published in the
social media tools like Facebook, Twitter, Instagram and others (Mishra & Sharma, 2014). The
digital advertisements will then be very much handy through these posters and fryers.
Interest
After creating the awareness through the social media, it is quite important to let the
customers know about their interests in this. If the customers are not able to know their benefits
and advantages, they will never be interested in this. It is important to transfer this news to their
customers. As the main purpose of this program is to create the environmental sustainability,
they will surely be interested in these advertisements. Another method o crate the interest is
through the use of the TV advertisements (Wu & Chen, 2014). However, they can also opt to
prepare a small video on the importance of providing environment friendly products for health
and well-being of their customers (Wang & Horng, 2016). This small video can be published on
social media channels like YouTube. They can ask their customers to follow their official

7UNDERSTANDING CONSUMER
YouTube pages as well. These are the probable ways by which the interest of the customers can
be raised.
Desire
The desire of the customers is also very much crucial for the success of their in-store
environmental campaigns. This campaign can be made successful only by the continuous desire
of both the customers and the organization to make the environmental campaign a successful one
(Wu & Chen, 2014). This can be evidently one by seeking feedbacks from their customers. There
are several customer at their disposal who have great knowledge in using the technology. They
can use this for the overall benefits of the company. Rather new types of advertisements on the
digital media platforms will form an emotional connection between the customers and Jamba
Juice organization (Wang & Horng, 2016). This proper affinity will lead the organization to
make the customers happy and stay connected with them. This in-store environmental campaign
will make the customers want those particular products. In this scenario, customers will be able
to understand the need for using their reusable cups catering to the benefits of the society. This is
how betterments will come in this scenario.
Action
When the in-store environmental campaign on the social media will go viral, customers
will likely to be engaged with their decision to make the best of their decisions. Another thing in
this scenario is the fact that the potential customers will be able to interact with the company and
ask for the causes of these reusable cups. The customers would be highly motivated by these
digital advertisements. They can also make some referrals to their friends and families that will
make them stay connected with the organization. This is how the brand positioning strategies of

8UNDERSTANDING CONSUMER
the Jamba Juice organization has been strengthened. In the posters and fryers they will be able to
inform their consumers about the ill effects of using those disposable cups. This strategy will be
helpful to convince their employees immensely. The plan can be implemented within a specific
timeline.
In the first 10-15 days, the organization must be able to find the ways of convincing their
customers about the ill effects of those disposable cups on the environment. On the other hand,
this will also be helpful in making people understand the usefulness of reusable ups. They must
highlight the fact that they always want to protect the environment. In the next 10 days, the
organizational experts will prepare PowerPoint presentations on this topic. This will be shown to
the top level managers. With their approval, this plan will be implemented in the various
platforms of the social media. Therefore, it will be a matter of grave importance that their
approach towards the safety of the environment will be highly appreciated by their customers.
These campaigns will create a positive impact on the minds of the customers. Thus they will get
more customers through referrals and their brand positioning will be at a better place as they are
concerned about the fitness, healthiness and well being of the customers.

9UNDERSTANDING CONSUMER
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