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

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dc.contributor.authorNicolau, Juan Luisen
dc.contributor.authorAnna Stadlthanner, Katjaen
dc.contributor.authorAndreu, Luisaen
dc.contributor.authorFont, Xavieren
dc.date.accessioned2022-06-17T12:48:55Zen
dc.date.available2022-06-17T12:48:55Zen
dc.date.issued2022-05en
dc.description.abstractAn 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.en
dc.description.versionPublished versionen
dc.format.mimetypeapplication/pdfen
dc.identifier.doihttps://doi.org/10.1016/j.jretconser.2022.102908en
dc.identifier.eissn1873-1384en
dc.identifier.issn0969-6989en
dc.identifier.other102908en
dc.identifier.urihttp://hdl.handle.net/10919/110828en
dc.identifier.volume66en
dc.language.isoenen
dc.publisherElsevieren
dc.rightsCreative Commons Attribution 4.0 Internationalen
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/en
dc.subjectEnvironmental sustainabilityen
dc.subjectReusable productsen
dc.subjectDiscounten
dc.subjectMonetary incentiveen
dc.subjectSustainable consumptionen
dc.titleExplaining the willingness of consumers to bring their own reusable coffee cups under the condition of monetary incentivesen
dc.title.serialJournal of Retailing and Consumer Servicesen
dc.typeArticle - Refereeden
dc.type.dcmitypeTexten

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