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

Andreu, L (通讯作者),Univ Valencia, Fac Econ, Tarongers Campus,Avda Tarongers S-N, Valencia 46022, Spain.
2022-5
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.
JOURNAL OF RETAILING AND CONSUMER SERVICES
卷号:66
ISSN:0969-6989|收录类别:SSCI
语种
英语
来源机构
Virginia Polytechnic Institute & State University; University of Valencia; University of Surrey; UiT The Arctic University of Tromso
被引频次(WOS)
7
被引频次(其他)
8
180天使用计数
14
2013以来使用计数
20
EISSN
1873-1384
出版年
2022-5
DOI
10.1016/j.jretconser.2022.102908
WOS学科分类
Business
学科领域
循证经济学
关键词
Environmental sustainability Reusable products Discount Monetary incentive Sustainable consumption