Brews-ko po: advocating for upcycling used coffee grounds through a website for midnight coffee’s brand awareness/ Ron Cyril R. Alejandrino and Hannah Marie M. Benipayo,.--

Bachelor's thesis

College Of Architecture and Fine Arts.--
Bachelor of fine arts major in advertising: Technological University of the Philippines,
2025.

Includes bibliographic references and index.

The study "Brews-Ko Po: Advocating for Upcycling Used Coffee Grounds Through a
Website for Midnight Coffee's Brand Awareness" explores the potential of recycling spent
coffee grounds as a sustainable waste management option. The project aims to create an
interactive website to raise awareness, educate users, and engage communities in upcycling
techniques.
A mixed-methods approach was used to analyze public attitudes and behavior towards
sustainability, with 88% of respondents aged 18-24 and 78% being students. The results
showed that younger demographics are more active in environmental projects, with 70%
considering sustainability as an important factor when selecting coffee goods. 92% favor
businesses that actively promote upcycling. Accessible teaching resources were also cited as a
significant factor in sustainability practices. The survey supports the impact of green marketing
and digital platforms on consumer behavior, with 78% of respondents citing social media as
their primary source of sustainability information.
Overall, the project successfully bridges the gap between environmental awareness and
action through using technology and targeting youth engagement. It not only boosts Midnight
Coffee's image as a sustainability-focused brand, but it also provides a reliable example for
other local businesses looking to implement ecologically responsible practices in the
Philippines.