Reducing single-use cup consumption : a marketing plan for encouraging the use of reusable cups among coffee drinkers

Abstract

The popularity of consuming single-use cups in coffee shops poses a pressing environmental challenge. The "Bring Your Own Cup" (BYOC) campaign has been introduced in this study as a solution to this problem. The research develops a focused and sustainable marketing plan for coffee shops to promote BYOC programs. It draws on comprehensive research, including consumer behavior analysis, case studies, and sustainability marketing strategies. The plan addresses the consumer-ecosystem nexus, offering actionable recommendations for coffee shop stakeholders. This research contributes to a greener coffee shop industry in Finland and aligns business practices with environmental responsibility.

This research not only contributes to the theoretical understanding of sustainable behavior change but also provides practical guidance for businesses in Finland, such as Yesterday Cafe, striving to minimize their environmental footprint.