{"id":89094,"date":"2025-03-20T16:23:49","date_gmt":"2025-03-20T16:23:49","guid":{"rendered":"https:\/\/cardiffjournalism.co.uk\/intercardiff\/?p=89094"},"modified":"2025-03-20T23:21:07","modified_gmt":"2025-03-20T23:21:07","slug":"a-cups-journey-can-cardiffs-refill-return-cup-scheme-really-change-habits","status":"publish","type":"post","link":"https:\/\/cardiffjournalism.co.uk\/intercardiff\/business-culture\/a-cups-journey-can-cardiffs-refill-return-cup-scheme-really-change-habits","title":{"rendered":"A cup\u2019s journey: Can Cardiff\u2019s Refill Return Cup Scheme really change habits"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Refill Return Cup has saved 8,000 single-use cups in four months.<br><strong>But can it overcome convenience and change habits?<\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" loading=\"lazy\" src=\"https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-2-1024x576.jpg\" alt=\"\" class=\"wp-image-89191\" srcset=\"https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-2-1024x576.jpg 1024w, https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-2-300x169.jpg 300w, https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-2-770x433.jpg 770w, https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-2-1536x864.jpg 1536w, https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-2-293x165.jpg 293w, https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-2-1400x788.jpg 1400w, https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-2.jpg 2000w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><noscript><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-2-1024x576.jpg\" alt=\"\" class=\"wp-image-89191\" srcset=\"https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-2-1024x576.jpg 1024w, https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-2-300x169.jpg 300w, https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-2-770x433.jpg 770w, https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-2-1536x864.jpg 1536w, https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-2-293x165.jpg 293w, https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-2-1400x788.jpg 1400w, https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-2.jpg 2000w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><figcaption class=\"wp-element-caption\">A customer chooses a disposable cup over a reusable one, reflecting the challenge of changing habits<\/figcaption><\/figure>\n\n\n\n<p>Despite efforts to cut coffee cup waste in Cardiff, some caf\u00e9 owners say the Refill Return Cup scheme is struggling. Four months after its launch, participation remains low, and customers still favour disposable cups over reusables.<\/p>\n\n\n\n<p>\u201cThe system is there, but people aren\u2019t engaging with it the way we hoped,\u201d says Chris, manager at Green Shoots Coffee, one of the businesses participating in the scheme.&nbsp;\u201cThere was a spike in use when they ran a free coffee giveaway, but since then, it\u2019s dropped off significantly.\u201d<\/p>\n\n\n\n<p>The initiative, backed by FOR Cardiff, has already prevented 8,000 single-use cups from going to landfill.&nbsp;But in a city where thousands of takeaway coffees are sold daily, it\u2019s clear that many customers haven\u2019t made the switch.<\/p>\n\n\n\n<p>Green Shoots Coffee has been on board since the scheme\u2019s launch, yet Chris and his team have noticed a pattern of reluctance.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" loading=\"lazy\" src=\"https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-3-1024x576.jpg\" alt=\"\" class=\"wp-image-89204\" srcset=\"https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-3-1024x576.jpg 1024w, https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-3-300x169.jpg 300w, https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-3-770x433.jpg 770w, https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-3-1536x864.jpg 1536w, https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-3-293x165.jpg 293w, https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-3-1400x788.jpg 1400w, https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-3.jpg 2000w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><noscript><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-3-1024x576.jpg\" alt=\"\" class=\"wp-image-89204\" srcset=\"https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-3-1024x576.jpg 1024w, https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-3-300x169.jpg 300w, https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-3-770x433.jpg 770w, https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-3-1536x864.jpg 1536w, https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-3-293x165.jpg 293w, https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-3-1400x788.jpg 1400w, https:\/\/cardiffjournalism.co.uk\/intercardiff\/wp-content\/uploads\/sites\/12\/2025\/03\/inter-3.jpg 2000w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/noscript><figcaption class=\"wp-element-caption\">Single-use cups discarded on a Cardiff street highlight the challenge of changing habits.<\/figcaption><\/figure>\n\n\n\n<p>\u201cThe biggest issue is convenience,\u201d he says.&nbsp;\u201cPeople don\u2019t want to download an app just to get a coffee. When they\u2019re in a rush, they\u2019ll always go for the fastest option\u2014usually a disposable cup.\u201d<\/p>\n\n\n\n<p>For Gwen, a front-of-house employee at Green Shoots Coffee, customer habits are difficult to change.&nbsp;\u201cEven the ones who show interest often forget to bring the cup back or just never try it at all,\u201d he says.<\/p>\n\n\n\n<p>Consumer behaviour plays a crucial role in sustainability initiatives. Experts have looked into the consumers behaviour and how that plays a crucial role in success or failure of sustainability initiatives.<\/p>\n\n\n\n<p>In their book <em><a href=\"https:\/\/archive.org\/details\/nudgeimprovingde0000thal\">Nudge: Improving Decisions About Health, Wealth, and Happiness<\/a><a href=\"Improving Decisions About Health, Wealth, and Happiness,\">,<\/a><\/em> Richard Thaler and Cass Sunstein suggest that financial incentives or penalties have a substantial influence on whether people adopt sustainable habits and without them, convenience tends to prevail.<\/p>\n\n\n\n<p>A study in the <em><a href=\"https:\/\/www.researchgate.net\/publication\/331104932_How_to_SHIFT_Consumer_Behaviors_to_be_More_Sustainable_A_Literature_Review_and_Guiding_Framework\">Journal of Marketing<\/a> <\/em>by Kelly White, Rashid Habib, and David Hardisty found that economic motivation is key to shifting consumer behaviour.\u00a0People may support sustainability in theory, but in practice, they default to the easiest option.<\/p>\n\n\n\n<p>Green Shoots Coffee has had success with KeepCups, increasing their use from 3% to 43% over three years\u2014but only because they offer a discount to customers who bring one.<\/p>\n\n\n\n<p>\u201cWe\u2019ve proven that financial incentives work,\u201d Chris says.&nbsp;\u201cPeople love a discount. But if there\u2019s no reward for using the Refill Return Cup, why would they bother?\u201d<\/p>\n\n\n\n<p>For businesses, the scheme presents both opportunities and challenges.&nbsp;The cups themselves are provided by the initiative and cleaning them hasn\u2019t been a major cost.<\/p>\n\n\n\n<p>&nbsp;But if usage increased dramatically, handling and storing large numbers of reusable cups could become a logistical issue.<\/p>\n\n\n\n<p>\u201cWe can manage the current level of returns, but if we were doing this at scale, it would add more pressure,\u201d Chris says.&nbsp;\u201cIt\u2019s manageable now, but long-term? I\u2019m not sure.\u201d<\/p>\n\n\n\n<p>Other challenges come from the limited number of participating caf\u00e9s.&nbsp;Since not all coffee shops in Cardiff are part of the scheme, customers may not always have a convenient place to return their cups.<\/p>\n\n\n\t\t<div class=\"embedpress-gutenberg-wrapper aligncenter   ep-content-protection-disabled inline\" id=\"c97817af-1b44-4a23-949f-bd361cdb937c\">\n\t\t\t\t\t\t<div class=\"wp-block-embed__wrapper   \">\n\t\t\t\t<div id=\"ep-gutenberg-content-7cffb9c5d91a10d80403966c5c9a38fc\" class=\"ep-gutenberg-content\">\n\t\t\t\t\t<div \n\t\t\t\t\t\t >\n\t\t\t\t\t\t<div  class=\"ep-embed-content-wraper  insta-grid  \" \n\t\t\t\t\t\t \n\t\t\t\t\t\t \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t<div class=\"ose-google-maps ose-uid-b10fc1b971f88e6b7fee15834a7707e3 ose-embedpress-responsive\" style=\"width:600px;height:600px;max-height:600px;max-width:100%;display:inline-block\"><iframe class=\"zeen-lazy-load-base zeen-lazy-load\" allowFullScreen=\"true\" width=\"600\" height=\"600\" src=\"about:blank\" data-lazy-src=\"https:\/\/www.google.com\/maps\/d\/embed?mid=1nh7Cc4HZXeIjFzcBzNrFUx2cKeCcxvs&#038;usp=sharing&#038;ehbc=2E312F\" frameborder=\"0\"><\/iframe><noscript><iframe allowFullScreen=\"true\" width=\"600\" height=\"600\" src=\"https:\/\/www.google.com\/maps\/d\/embed?mid=1nh7Cc4HZXeIjFzcBzNrFUx2cKeCcxvs&#038;usp=sharing&#038;ehbc=2E312F\" frameborder=\"0\"><\/iframe><\/noscript><\/div>\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t<style>\n\t\t.ose-youtube.ose-uid-86a52b1a380082269e797b87db21bfc1 {\n\t\t\twidth: 600px !important;\n\t\t\theight: 600px!important;\n\t\t\tmax-height: 600px !important;\n\t\t\tmax-width: 100%;\n\t\t}\n\n\t\t.ose-youtube.ose-uid-86a52b1a380082269e797b87db21bfc1>iframe {\n\t\t\theight: 600px !important;\n\t\t\tmax-height: 600px !important;\n\t\t\twidth: 100%;\n\t\t\tposition: relative !important;\n\t\t}\n\t\t\n\n\t\t.ose-uid-86a52b1a380082269e797b87db21bfc1 .wistia_embed {\n\t\t\tmax-width: 100%;\n\t\t}\n\n\t\t.alignright .ose-wistia.ose-uid-86a52b1a380082269e797b87db21bfc1{\n\t\t\tmargin-left: auto;\n\t\t}\n\t\t.alignleft .ose-wistia.ose-uid-86a52b1a380082269e797b87db21bfc1{\n\t\t\tmargin-right: auto;\n\t\t}\n\t\t.aligncenter .ose-wistia.ose-uid-86a52b1a380082269e797b87db21bfc1{\n\t\t\tmargin: auto;\n\t\t}\n\t\t.ose-uid-86a52b1a380082269e797b87db21bfc1 img.watermark{\n\t\t\tdisplay: none;\n\t\t}\n\t\t\n\t\t\n\n\t\t\n\n\t<\/style><style>\n\t\t.ose-matterport.ose-uid-86a52b1a380082269e797b87db21bfc1 {\n\t\t\tposition: relative;\n\t\t\twidth: 600px !important;\n\t\t\theight: 600px !important;\n\t\t\tmax-width: 100%;\n\t\t  }\n\t\t.ose-giphy.ose-uid-86a52b1a380082269e797b87db21bfc1 img{\n\t\t\tposition: relative;\n\t\t\twidth: 600px !important;\n\t\t\theight: 600px !important;\n\t\t\tmax-width: 100%;\n\t\t  }\n\n\n\n\t<\/style>\n\n\n<p>\u201cUnless the entire city gets behind it, people won\u2019t take it seriously,\u201d Chris says.&nbsp;\u201cIf every single caf\u00e9 was on board and single-use cups were phased out, we\u2019d see real change.\u201d<\/p>\n\n\n\n<p>In other cities, governments have taken more aggressive steps.&nbsp;Berlin and London have debated mandatory reusable cup systems, while Germany and Sweden already operate successful deposit-return schemes.<\/p>\n\n\n\n<p>In these systems, customers pay a small deposit when they take a reusable cup and get it back when they return it. This financial model has been proven to increase participation and encourage sustainable habits.<\/p>\n\n\n\n<p>Some UK cities have also started charging extra for disposable cups, a tactic known as \u201cnudge economics\u201d, where customers are subtly guided toward the better choice.&nbsp;Research shows that adding a small penalty for unsustainable behaviour can be just as effective as offering a reward.<\/p>\n\n\n\n<p>Green Shoots Coffee hasn\u2019t ruled out going further, but Chris is realistic.&nbsp;\u201cWe could ban disposables in our shop, but unless the entire industry moves in the same direction, we\u2019d just lose customers to the caf\u00e9 next door.\u201d<\/p>\n\n\n\n<p>Despite the challenges, environmental groups argue that small changes do add up over time.&nbsp;George Clark, Head of City to Sea, believes Cardiff\u2019s scheme is still an important step forward.<\/p>\n\n\n\n<p>\u201cIf we want real change, it starts with small, everyday actions,\u201d Clark says.&nbsp;\u201cSchemes like this show that it\u2019s possible to reduce waste\u2014we just need people to engage with them.\u201d<\/p>\n\n\n\n<p>FOR Cardiff, the scheme\u2019s organizer, acknowledges that refinements may be necessary.&nbsp;Could the system be simplified?&nbsp;Could a deposit model encourage better participation?<\/p>\n\n\n\n<p>Chris remains uncertain about the scheme\u2019s future but acknowledges that change takes time.<\/p>\n\n\n\n<p>\u201cI\u2019d love to see more people using it,\u201d Chris says. \u201cIt\u2019s a great idea, and habits take time to change. But the more we talk about it, the more normal it will become.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Refill Return Cup has saved 8,000 single-use cups in four months.<br \/>\nBut can it overcome convenience and change habits?<\/p>\n","protected":false},"author":1231,"featured_media":89182,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[5],"tags":[110,989,768,390],"coauthors":[1307],"class_list":["post-89094","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-culture","tag-cardiff-university","tag-food","tag-markets","tag-plastic"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A cup\u2019s journey: Can Cardiff\u2019s Refill Return Cup Scheme really change habits - InterCardiff<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A cup\u2019s journey: Can Cardiff\u2019s Refill Return Cup Scheme really change habits - InterCardiff\" \/>\n<meta property=\"og:description\" content=\"Refill Return Cup has saved 8,000 single-use cups in four months. 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