Charging coffee lovers for a disposable cup could cut their use by up to 300 million a year, new UK research suggests.
An estimated 2.5 billion disposable coffee cups are used in the UK each year, creating approximately 25,000 tonnes of waste.
Academics at Cardiff University tested a series of measures to encourage the use of re-usable cups.
The research found that financial incentives, re-usable alternatives, and clear messaging reminding customers of the environmental impact of single use coffee cups all had a direct impact on consumer behaviour.
Charging for disposable cups increased the use of re-usable coffee cups by 3.4 per cent and environmental messages in coffee shops and cafes saw a rise of 2.3 per cent.