Almost half of coffee drinkers would be happy to pay more for recyclable takeaway cups, according to new research.
But nearly three-quarters would cut down on buying coffee if prices rose.
Research from Mintel found 40 per cent of Brits would not mind paying an extra levy for 100 per cent recyclable cups. Young people were even more likely to support eco-friendly measures, with 51 per cent of 20 to 24-year-olds happy to pay more.
Trish Caddy, food service analyst at Mintel, said: “The BBC’s Blue Planet II series really catapulted plastic pollution back into the public debate, and some businesses are already taking the lead in helping ‘nudge’ consumers to play their part in reducing waste. Our research shows that while consumers have great environmental intentions, they are often very time pressured.
“Also, the hassle factor of carrying around reusable coffee cups could limit the popularity of schemes that reward people for doing so.
“A more effective solution would be to make things easier for consumers by making cups more easily recyclable by, for example, using 100 per cent biodegradable packaging rather than recycling the plastic.”
Consumers are also open to other environmentally-friendly changes, with three-quarters believing restaurants should use recyclable packaging for takeaway food.
It comes as an investigation found that it cost more to buy loose fruit and vegetables than produce packaged in plastic in major supermarkets.
MoneySavingExpert.com (MSE) found at least half of the produce it checked at local branches of Asda, Lidl, Morrisons, Sainsbury’s and Tesco was between 10 per cent and 54 per cent cheaper to buy wrapped in single-use plastic rather than loose.
MSE said in some cases, some supermarkets were effectively penalising customers for trying to help the environment by buying produce sold loose.
Six Gala apples sold in packaging at Asda cost Pounds 1.25 compared with the same amount and type for Pounds 1.92 sold loose – a 54 per cent price difference – while a three-pack of courgettes cost Pounds 1.20 packaged up and 35 per cent more when bought loose at Pounds 1.62.
MSE’s Gary Caffell said: “It is ridiculous that packaged fruit and veg can ever be cheaper than loose, and it certainly won’t help on plastic waste.
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