The latter is more efficient than the monetary incentives (T1 and T3). The findings contribute to the literature on the effectiveness of non-monetary nudges (T2). Findings revealed that Treatments 1 (a monetary intervention based on giving reusable bags away for free), and 2 (a non-monetary intervention framed around a plastic-free July campaign), significantly increased reusable bag uptake and reduced plastic bag consumption, while Treatment 3 (a monetary intervention involving a subsidy on reusable bags) increased reusable and plastic bag sales. The retail outlet data was analyzed using a panel fixed effects model to evaluate the impact of three treatments on plastic and reusable bag consumption in South Africa. For this purpose, retail outlet data for March 2018–February 2020 was used. This research analyses the impact of retailer interventions focusing on the promotion of reusable bags to reduce plastic bag consumption. This boosted the use of reusable cups up to 33.7% across three cafés.This shows that a charge in combination with the provision of alternatives can increase the use ofreusable cups substantially in the long term. One universitycontinued with the charge after the experiment had finished and distributed more reusable cupsfor free among their students. The effects for the individual measures were modest, butadditive, meaning that the greatest behavioural change was achieved with a combination of measures.None of the measures negatively impacted the total number of hot drink sales. While a charge on disposable cups increased their useas well, a discount on reusable cups did not. ![]() The study found that both environmental messaging and the provision ofalternatives increased the use of reusable cups. Here, we report on a field experiment that was conducted at twelve universityand business sites to examine whether the use of reusable cups can be promoted through easilyimplementable measures. Most ofthese cups end up in landfill or as litter, as the majority of poly-coated paper cups are not recyclableor not recycled. It is estimated that 2.5-10 bn disposable coffee cups are used every year in the U.K.
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