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University of Sussex reduces paper cup use with strategic pricing | Packaging News

Rather than following the big coffee chains and offering a discount for using a reusable mug, the University instead has set the reusable-mug price as the default price on the menu, with a paper cup a chargeable extra.

The university is also working with Simply Cups’ paper-cup recycling scheme.

Customers needing their drink in disposable cups are charged a 30p surcharge.

Staff, students and visitors have been increasingly using their own mugs, up 25% since September – a significant increase from October 2017 when just 2% of hot drinks were in reusable mugs.

This subtle difference in presenting this as a charge rather than a discount can have massive impacts on consumer behaviour, said Ruxandra Luca, a lecturer in marketing at the University of Sussex.

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University of Sussex reduces paper cup use with strategic pricing.