In this report, Anthesis and iNudgeyou share the results of behavioural interventions (nudges) implemented to increase the use of reusable cups at cafés and similar locations. Nudges were implemented in Copenhagen, Stockholm and Gothenburg, in collaboration with Original Coffee, Espresso House, Circle K, Nordrest and a Nordea office café. Results reveal varying impact of different types of nudges. In general, direct questions from personnel is much more effective than infographics with various content. Other types of nudges, such as revealing social norms also show potential. How nudges are implemented also matters, as do the setting (closed or open) and systems used for the reusable cups alternative. We discuss the importance of not only increasing the uptake of reusable cups, but also the return. We also discuss conditions for successfully scaling impactful interventions and conclude with recommendations for both businesses and policy makers.
Authors
Gråd, Erik, Mars, Krister, Guldborg Hansen, Pelle, Beg Katholm, Cecilie, Farsø Prag, Hjalte
- DOI
- https://doi.org/10.6027/temanord2024-533
- ISBN
- : 978-92-893-8025-6 (electronic) : 978-92-893-8026-3 (electronic)
- OAI
- oai:DiVA.org:norden-13277
- Pages
- 50
- Published in
- Copenhagen: Nordisk Ministerråd
- Responsible organisation
- Nordic Council of Ministers, Nordic Council of Ministers Secretariat
- URN
- : urn:nbn:se:norden:org:diva-13277
- Year
- 2024
- pages
- 50
Table of Contents
- 3 Acknowledgements 2
- 5 Summary 2
- 7 Reusable cups in the Nordics and green nudges as a policy tool 2
- 9 Nudges implemented 2
- 29 Discussion 2
- 41 Conclusions 2
- 42 References 2
- 44 Appendix Statistical analysis 2
- 49 About this publication 2
- Acknowledgements 3
- Anthesis AB 3
- Authors 3
- Acknowledgements 4
- Disclaimer 4
- Summary 5
- Reusable cups in the Nordics and green nudges as a policy tool 7
- Nudges implemented 9
- Test 1. Original Coffee Copenhagen Denmark 12
- Setting 12
- Nudges implemented 12
- Results 16
- Test 2. ISS Café Nordea headquarters Amager Denmark 17
- Setting 17
- Nudges implemented 18
- Results 20
- Test 3. Nordrest Uppsala Sweden 23
- Setting 23
- Nudge implemented 23
- Results 23
- Test 4. Espresso House Stockholm Sweden 24
- Setting 24
- Nudge implemented 25
- Results 25
- Test 5. Circle K Gothenburg Sweden 26
- Setting 26
- Nudges implemented 27
- Results 28
- Discussion 29
- Comparison of results 29
- Impacts of different nudges 29
- Settings 30
- Systems 31
- Optimal and normal implementation 32
- Returned cups 34
- Applying behavioural interventions in practice 35
- Recommendations for scaling 36
- Recommended approach for scaling 36
- Expected effects at scale 37
- Recommendations for businesses coffee shops etc 38
- Recommendations for policy makers 38
- Recommendations for additional tests 40
- Recommendations in bullet points 40
- Conclusions 41
- References 42
- Appendix Statistical analysis 44
- Statistical analysis of the test conducted at Original Coffee 44
- Statistical analysis of the test conducted at Nordea 46
- Statistical analysis of the tests conducted in Sweden 48
- About this publication 49
- Green nudges in Nordic cities 49
- Disclaimer 49
- Rights and permissions 49
- Nordic co-operation 50
