Project Does a Photo Review Speak Louder Than Text? Tracing Social Spillover in the Shift Toward Sustainable Packaging in Food Delivery Services Program Mitchell E. Daniels, Jr. School of Business Term Academic Year 2024 Status Closed Research Area Marketing Description Governments worldwide are increasingly adopting measures to address the environmental challenge of plastic waste, with a particular focus on the burgeoning food delivery industry. These efforts are aimed at promoting sustainability and reducing the ecological footprint of single-use packaging. Among these initiatives, the program introduced by the Korean government on October 12, 2021, stands out as a pioneering approach. This program allows customers to opt for a 'reusable package' for their food deliveries, thereby aiming to curb the proliferation of plastic waste generated by the industry. This research project is set against the backdrop of these global efforts, with a specific focus on the impact of the Korean government's reusable package initiative. The research aims to explore the multifaceted implications of this policy, both from an environmental perspective and its impact on the food delivery market. The following key questions will guide the investigation: 1. Assessment of Environmental Policy on Business Performance: Does the introduction of an environmentally friendly option, such as the reusable package, affect restaurant performance due to the perceived increase in cost to the consumer? Conversely, does it foster a positive reception among consumers who value environmental consciousness, thereby potentially enhancing restaurant performance? 2. Quantitative Impact on Plastic Waste Reduction: This study seeks to quantify the effectiveness of the reusable package policy in reducing the use of plastic within the food delivery sector. It aims to provide an empirical assessment of the net decrease in plastic usage attributable to this initiative. 3. Social Influence and Consumer Behavior: The research will examine the potential social spillover effects triggered by the program. It aims to understand whether consumer behavior towards choosing reusable packages is influenced by social proof, such as reviews and visual content shared by other consumers, and the additional cost implications of such choices. To address these questions, the research will utilize a range of data sources, including quantitative data on plastic usage reduction, qualitative reviews from consumers, and operational data from restaurants participating in the program. This comprehensive approach will allow for a detailed analysis of the program's effectiveness, the economic implications for participating businesses, and the broader social impact of this environmental policy. By situating the Korean government's initiative within the global context of efforts to reduce plastic waste, this project aims to provide valuable insights into the complexities of implementing environmental policies in the food delivery industry. It seeks to contribute to the ongoing discourse on sustainable consumer practices and the role of government policy in facilitating a transition towards more environmentally responsible behaviors. Supervisor Wooyong Jo Mentor Wooyong Jo Type of work required Students will be involved in the collection of research data, cleaning up datasets, and performing exploratory data analyses. They will also be trained in causal inference, using statistical models to examine the impact of Generative AI on the search volume of educational services. Websites Qualifications Strong motivation to pursue a future in academia within the area of quantitative marketing, or other quantitative fields within business, would be ideal. Credit Hours 3 Weekly Hours 9 (estimated)