4 ways to promote reusable coffee cups

A new study identifies strategies that could reduce the use of disposable coffee cups.

Researchers at Cardiff University tested a range of measures to encourage the use of reusable coffee cups on behalf of the foodservice coffee company Bewley’s. They found that financial incentives, re-usable alternatives, and clear messages reminding customers of the environmental impact of single-use coffee cups all had a direct impact on consumer behavior.

The study finds that:

  • a charge on disposable cups increased the use of reusable coffee cups by 3.4 percent;
  • environmental messages in cafes increased the use of reusable coffee cups by 2.3 percent;
  • the availability of reusable cups led to an increase of 2.5 percent;
  • and the distribution of free reusable cups led to a further increase of 4.3 percent.

“While the increases for individual measures were modest, the greatest behavioural change was when the measures were combined,” says study author Wouter Poortinga, a professor at the Welsh School of Architecture.

The study found that the provision of free re-usable alternatives combined with clear environmental messaging and a charge on disposable cups increased the use of reusable cups from 5.1 percent to 17.4 percent.

“Our results show that, on average, the use of reusable coffee cups could be increased by up to 12.5 percent with a combination of measures. With this in mind, the UK’s usage of an estimated 2.5 billion disposable coffee cups each year could be cut by up to 300 million coffee cups,” Poortinga continues.

The most notable finding was that although changing for disposable cups increased the use of reusable coffee cups, a discount on reusable coffee cups had no impact on their usage.

“There is an important nuance when it comes to financial incentives…” says Poortinga. “People are far more sensitive to losses than to gains when making decisions—so if we really want to change a customer’s behavior then a charge on a disposable cup is more likely to be effective.”

Source: Cardiff University

The post 4 ways to promote reusable coffee cups appeared first on Futurity.

Altro da Futurity

Futurity4 min lettiSociety
Tuberculosis Molecule Has A Big Weird Pocket
New research has discovered a giant cavity in a key tuberculosis molecule. The giant cavity, in a protein that transports nutrients across the cell membrane, is unlike anything researchers have seen before. Researchers from the Department of Energy’s
Futurity5 min letti
4 Challenges Schools Face In Moving Education Online
As the number of cases of COVID-19 multiplies and the duration of school closures increases, school districts are struggling with the feasibility of providing students with online learning opportunities, researchers say. In the rush to plan for onlin
Futurity3 min letti
Genes Link ‘Green Revolution’ To Rice Gone Feral
Weedy rice has evolved multiple times from cultivated crops, research finds. Weedy rice is a de-domesticated form of rice that infests paddies worldwide and aggressively outcompetes cultivated varieties. The Green Revolution was an era of technology