Starbucks has launched a 5p paper cup charge trial in 35 London stores to evaluate whether customers will cut their use of single-use paper cups.
Starbucks-commissioned research has found that almost half (48%) of people surveyed said they would carry a reusable cup, saving money and reducing waste.
The proceeds from the 5p charge will be donated to environmental charity and behaviour change experts, Hubbub.
Hubbub will help to track the impact of this three-month trial cup charge on customer behaviour, helping to reduce waste and encourage the use of reusable cups.
Simon Redfern, VP communications, Starbucks Europe, said: Were hoping that this charge will remind customers to rethink their use of single-use plastic-lined cups, as it has with plastic bags. Weve offered a reusable cup discount for 20 years, with only 1.8% of customers currently taking up this offer, so were really interested in working with Hubbub to see how this charge could help to change behaviour and help to reduce waste.
Gavin Ellis, co-founder, Hubbub, said previous studies have shown that adding a charge on single-use cups is more effective than money off a reusable cup.
Were excited to be working on this initiative with Starbucks to find out if this is the case on the high street and to discover what else will encourage people to use reusable cups.
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