Initial results from a three - month trial across selected London branches of the coffee industry indicate that imposing a charge for takeaway cups alters consumer perception . Starbucks offers customers a discount of 25p on hot drinks if they provide a reusable cup . However , the new figures suggest that imposing a charge for a takeaway cup may be a more effective way of decreasing the number of disposable cups used . Stores involved in the pilot trial estimate that the number of customers bringing reusable cups rose from 2.2 % before the trial to 5.9 % during it , rising further to 8.4 % in mornings .
Initial results from a three-month trial across selected London branches of the coffee chain indicate that imposing a charge for takeaway cups alters consumer behaviour. Starbucks offers customers a discount of 25p on hot drinks if they provide a reusable cup. However, the new figures suggest that imposing a charge for a takeaway cup may be a more effective way of decreasing the number of disposable cups used. Stores involved in the pilot project found that the number of customers bringing reusable cups rose from 2.2% before the trial to 5.9% during it, rising further to 8.4% in mornings.