Research from the University of British Columbia reveals that people are more likely to use reusable cups when offered a chance to win prizes rather than receiving discounts. This study challenges the common belief that moral obligation drives eco-friendly choices. Instead, it shows that introducing an element of chance can significantly increase participation in reusable cup programs.
• A pilot program at a UBC café gave customers a 5% chance to win a $5 gift card, leading to a tripling of reusable cup usage.
• A larger study upped the stakes to a 10% chance of winning a free coffee, resulting in sustained increases in reusable cup use.
• In contrast, a control shop offering a small discount saw a decline in reusable cup usage.
• The research is grounded in prospect theory, highlighting how the thrill of potential rewards can motivate behavior.
This approach to sustainability is crucial as it moves beyond guilt and obligation. By making eco-friendly choices more engaging, businesses can effectively encourage customers to adopt greener habits. This shift could lead to greater environmental benefits as more people participate in reusable cup schemes.
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