Explaining the willingness of consumers to bring their own reusable coffee cups under the condition of monetary incentives. (May 2022)

• Record Type: Journal Article
• Authors: Nicolau, Juan Luis; Stadlthanner, Katja Anna; Andreu, Luisa; Font, Xavier
• Is Part Of: Journal of retailing and consumer services. Volume 66(2022)
• Publication Date: 2022-05
• Subjects: RCC Reusable coffee cup -- PEB Pro-environmental behaviour; Environmental sustainability -- Reusable products -- Discount -- Monetary incentive -- Sustainable consumption; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2022.102908
• Languages: English
• ISSNs: 0969-6989

Abstract

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.