Shaping Consumer Preferences: Policy Strategies for Reducing Single-Use Cup Waste and Promoting Reusables

Single-use disposable cups are a significant contributor to plastic waste due to their widespread use and limited recyclability. Policymakers worldwide are implementing measures to reduce their consumption and encourage reusable alternatives. This study evaluates the impact of regulatory measures (charges and discounts), persuasion (environmental information prompts), and consumer motivations (using Protection Motivation Theory) on preferences for single-use, refillable, and returnable cups. Using discrete choice experiments with a nationally representative sample, we find that a charge of 25–30 pence is required to reduce single-use cup selection by 50%, whereas a discount of at least 70 pence achieves a similar effect. Information prompts have minimal influence on choices, while environmentally motivated consumer segments demonstrate greater responsiveness to discounts. These findings provide actionable, evidence-based insights for policymakers and industry stakeholders, supporting the design of effective interventions to accelerate the transition from single-use to reusable systems.