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. The research was carried out by researchers at Goldsmiths, University of London, and published in the Journal of Consumer Research.
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.