Explaining the willingness of consumers to bring their own reusable coffee cups under the condition of monetary incentives
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https://hdl.handle.net/10037/26510Date
2022-01-13Type
Journal articleTidsskriftartikkel
Peer reviewed
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.
Publisher
ElsevierCitation
Nicolau, Stadlthanner, Andreu, Font aulet. Explaining the willingness of consumers to bring their own reusable coffee cups under the condition of monetary incentives. Journal of Retailing and Consumer Services. 2022;66Metadata
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