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Shaping Our Marketing Message: Findings from a Summer Intern Research Project
We are excited to share some results from a summer project led by two Hawaiʻi Sea Grant interns who helped conduct research to inform the development of the marketing strategy for the Hoʻi Reusable Foodware Program. The study aimed to understand general consumers’ motivations, barriers, and perceptions regarding reusable foodware, and to develop preliminary messaging strategies based on these insights.
The interns conducted interviews at three events—hosted by Big Island Top Dogs, K’s Drive In, and a County employee focus group at the Aupuni Center. Participants were offered a free meal served in a stainless steel reusable container in exchange for completing an interview. In total, 44 participants shared their thoughts, providing valuable feedback to help shape program messaging.
The research showed strong community support for the program’s environmental benefits—like reducing waste and easing pressure on the landfill—but it also revealed key areas where messaging should focus to address people’s concerns about participating. For example, cleanliness was the top priority for 61% of participants, followed by convenience factors such as simple return processes and accessible drop-off locations. Participants also expressed worries about return procedures. Additionally, household diversity emerged as an important factor: couples with children (39.1%) and multigenerational households (21.7%) may need tailored outreach and program features to encourage participation from this busy demographic.
Feedback about using the reusable containers was largely positive. Among interviewees, 48.9% rated their experience eating from the containers as enjoyable, with 26.7% describing it as extremely enjoyable, 20% neutral, and 4.4% slightly enjoyable. Participants appreciated the sturdiness of the containers and noted that they didn’t soak up liquids like some paper-based compostable foodware. Participants expressed desire for a dome-shaped lid to accommodate certain foods such as burgers.
Communication data showed that the most effective outreach will combine digital and traditional channels, with local news outlets (18.3%), Instagram (17.6%), and Facebook (15.5%) as leading sources of community updates, supported by newspapers (11.3%) and radio (11.3%).
Based on these findings, the report recommends:
Prioritize Cleanliness & Convenience – Visually demonstrate rigorous cleaning protocols and highlight the ease of container returns.
Tailor Messaging to Diverse Segments – Provide family-focused content for households with children and multigenerational households, as well as messages highlighting individual impact and convenience for smaller households.
Leverage Preferred Communication Channels – Use Instagram, Facebook, and local news with engaging visuals and videos, while incorporating newspapers and radio to expand reach.
Foster Community Engagement & Trust – Incorporate Hawaiian cultural values (Mālama ʻĀina, Kōkua, Kuleana, Hoʻihoʻi) and clearly communicate how the program works through simple messaging and clear signage.
While this was an initial, small-scale study with a volunteer-based sample, the results provide a valuable foundation for broader outreach as the program moves toward launch.
A big mahalo to the participating businesses and the County of Hawaiʻi for helping make this project possible.