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Explaining the willingness of consumers to bring their own reusable coffee cups under the condition of monetary incentives

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  • Nicolau, Juan Luis
  • Stadlthanner, Katja Anna
  • Andreu, Luisa
  • Font, Xavier

Abstract

An increasing number of hospitality firms attempt to foster sustainable practices among their customers. Amongst these, incentives for customers to bring their own reusable products stand out. In this study, we first analyse whether consumers are willing to bring a reusable coffee cup (RCC) under the condition of a monetary incentive (qualitative decision) and the minimum discount required for individuals to be willing to use an RCC (quantitative decision). Second, we analyse the explanatory factors impacting these two decisions. Several factors are proposed to explain an individual's willingness to bring an RCC including their environmental knowledge and involvement, and personal restrictions for using an RCC. An empirical application, conducted on 1,371 individuals using a Heckit model, allows us to conduct a joint modelling and provide a novel methodological contribution to the study of the willingness, and barriers, of individuals towards the use of RCCs in the coffee shop industry.

Suggested Citation

  • Nicolau, Juan Luis & Stadlthanner, Katja Anna & Andreu, Luisa & Font, Xavier, 2022. "Explaining the willingness of consumers to bring their own reusable coffee cups under the condition of monetary incentives," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    • Handle: RePEc:eee:joreco:v:66:y:2022:i:c:s0969698922000017
    DOI: 10.1016/j.jretconser.2022.102908
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    1. Yooin Noh & Min Jung Kim & Dae-Young Kim, 2024. "The Effect of Brand Lovemark on Reusable Cups in Coffee Shops: Machine Use Intention, Willingness to Pay a Deposit, and Green Brand Loyalty," Sustainability, MDPI, vol. 16(3), pages 1-17, January.
    2. Büttgen, Marion & Hogreve, Jens & Zechiel, Felix & Bartsch, Silke & Lorz, Tamara & Trischler, Jakob & Westman Trischler, Jessica & Kuusisto, Jari & Svensson, Peter & Keiningham, Timothy & Aksoy, Lerza, 2023. "Sustainability in Service Research," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 7(3), pages 147-173.
    3. Song, Jiawen & Cai, Lanhui & Yuen, Kum Fai & Wang, Xueqin, 2023. "Exploring consumers’ usage intention of reusable express packaging: An extended norm activation model," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    4. Xiuting Wang & Idrees Waris & Muhammad Yaseen Bhutto & Haowei Sun & Irfan Hameed, 2022. "Green Initiatives and Environmental Concern Foster Environmental Sustainability: A Study Based on the Use of Reusable Drink Cups," IJERPH, MDPI, vol. 19(15), pages 1-16, July.
    5. Heather Markham Kim & Kyuhyeon Joo & Jinsoo Hwang, 2022. "Are Customers Willing to Pay More for Eco-Friendly Edible Insect Restaurants? Focusing on the Internal Environmental Locus of Control," Sustainability, MDPI, vol. 14(16), pages 1-15, August.
    6. Magno, Francesca & Cassia, Fabio, 2024. "Predicting restaurants’ surplus food platform continuance: Insights from the combined use of PLS-SEM and NCA and predictive model comparisons," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

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