Hear more in the clip about how they managed to get more people to drink coffee from a reusable mug
In Sweden, between 50-100 million disposable cups for take-away coffee are consumed each year.
The aim of the study was to see if the consumption of disposable cups could be reduced and thus litter.
It turned out that a relatively simple measure such as the staff at three different cafes in Gothenburg actively asking the guest if they were interested in buying a reusable mug significantly increased sales.
The field study by the researchers at, among others, Chalmers could see a clear behavioral pattern.
- Above all, sales increased in a central commuter-friendly environment that had a higher number of returning customers, says Oskar Rexfelt, who is associate professor in user-centered design at Chalmers.