Towards Reuse: The Implications of Price Incentives and Convenience of Reusable Packaging
Published Online:4 Sep 2026https://doi.org/10.1287/msom.2025.0594
References
- (2020) Experienced guilt, but not pride, mediates the effect of feedback on pro-environmental behavior. J. Environ. Psychol. 71:101476. Crossref, Google Scholar
- (2019) Om forum—New opportunities for operations management research in sustainability. Manufacturing Service Oper. Management 21(1):1–12.Link, Google Scholar
- (1995) Warm-glow versus cold-prickle: The effects of positive and negative framing on cooperation in experiments. Quart. J. Econom. 110(1):1–21.Crossref, Google Scholar
- (2012) Reducing packaging waste and cost via consumer price discounts. Decision Sci. 43(6):1063–1089.Crossref, Google Scholar
- (2024) Will reusable cups become as common as grocery totes? Accessed August 23, 2026, https://www.bbc.co.uk/worklife/article/20240109-will-reusable-cups-become-as-common-as-grocery-totes.Google Scholar
- (2022) Carbon footprinting and pricing under climate concerns. J. Marketing 86(2):186–201.Crossref, Google Scholar
- (2025) Packaging under pressure: How EPR and plastic taxes are reshaping food and drink packaging. Accessed August 23, 2026, https://www.foodmanufacture.co.uk/Article/2025/12/04/packaging-under-pressure-how-epr-and-plastic-taxes-are-reshaping-food-and-drink-packaging/.Google Scholar
- Circular Economy Portugal (2021) Making the business case for packaging reuse systems. Accessed August 23, 2026, https://circulareconomy.pt/wp-content/uploads/2024/08/Packaging-Reuse-Study_Methodology_finalJuly2021corr.pdf.Google Scholar
- (2020) Sustainability of reusable packaging–Current situation and trends. Resources, Conservation & Recycling: X 6:100037.Crossref, Google Scholar
- Costa (2024) Cups and packaging. Accessed August 23, 2026, https://www.costa.co.uk/sustainability/cups-and-packaging.Google Scholar
- Ellen MacArthur Foundation (2019) Reuse: Rethinking packaging. Accessed August 23, 2026, https://www.ellenmacarthurfoundation.org/reuse-rethinking-packaging.Google Scholar
- Ellen MacArthur Foundation (2020) Plastics and the circular economy. Accessed August 23, 2026, https://www.ellenmacarthurfoundation.org/plastics-and-the-circular-economy-deep-dive.Google Scholar
- (2024) Retail giants bet big on reusable packaging. Accessed August 23, 2026, https://www.packaging-gateway.com/news/retail-giants-bet-big-on-reusable-packaging/.Google Scholar
- (2022) Carbon offsetting with eco-conscious consumers. Management Sci. 68(11):7879–7897.Link, Google Scholar
- (2021) Many happy returns: Combining insights from the environmental and behavioural sciences to understand what is required to make reusable packaging mainstream. Sustainable Production Consumption 27:1688–1702.Crossref, Google Scholar
- (2016) Responsible sourcing in supply chains. Management Sci. 62(9):2722–2744.Link, Google Scholar
- (2024) Pride or guilt? Impacts of consumers’ socially influenced recycling behaviors on closed-loop supply chains. Manufacturing Service Oper. Management 26(6):2067–2084.Link, Google Scholar
- Hubbub (2022) Reuse systems unpacked. Accessed August 23, 2026, https://www.hubbub.org.uk/reuse-systems-unpacked.Google Scholar
- (2021) Reusing 10% will stop almost half of plastic waste from entering the ocean. Here’s how. Accessed August 23, 2026, https://www.weforum.org/agenda/2021/07/reusing-plastic-waste-pollution-economy-value/.Google Scholar
- (2023) Do you lose when you sell loose? Impact of unpackaged sales on profit and waste. Preprint, submitted October 27, https://doi.org/10.2139/ssrn.4585591.Google Scholar
- (2018) The behavioral effect of Pigovian regulation: Evidence from a field experiment. J. Environment. Econom. Management 87:190–205.Google Scholar
- (2001) Targeting consumers who are willing to pay more for environmentally friendly products. J. Consumer Marketing 18(6):503–520.Crossref, Google Scholar
- (2020) Designing sustainable products under coproduction technology. Manufacturing Service Oper. Management 22(6):1181–1198.Link, Google Scholar
- (2024) Waste not want not? The environmental implications of quick response and upcycling. Manufacturing Service Oper. Management 26(2):612–631.Link, Google Scholar
- (2007) Coupons versus rebates. Marketing Sci. 26(1):67–82.Link, Google Scholar
- (2025) What incentives Pret, Caffè Nero, Starbucks and Costa are offering for bringing your own reusable coffee cup. Accessed August 23, 2026, https://www.standard.co.uk/news/london/london-coffee-reusable-cups-incentive-stamps-discount-b1218412.html.Google Scholar
- McKinsey (2022) Reusable packaging: Key enablers for scaling. Accessed August 23, 2026, https://www.mckinsey.com/industries/paper-forest-products-and-packaging/our-insights/reusable-packaging-key-enablers-for-scaling.Google Scholar
- (2019) Is servicization a win-win strategy? Profitability and environmental implications of servicization. Manufacturing Service Oper. Management 21(3):674–691.Link, Google Scholar
- PA Consulting (2024) Pa consulting survey reveals four in five consumers don’t prioritise sustainable packaging. Accessed August 23, 2026, https://www.paconsulting.com/newsroom/pa-consulting-survey-reveals-four-in-five-consumers-dont-prioritise-sustainable-packaging-15-february-2024.Google Scholar
- Packaging Europe (2025) Starbucks PepsiCo and Coca-Cola see 51% return rate with default reusable cups. Accessed August 23, 2026, https://packagingeurope.com/news/starbucks-pepsico-and-coca-cola-see-51-return-rate-with-default-reusable-cups/12533.article.Google Scholar
- (2025) Green disposable packaging and communication: The implications of bring-your-own-container. Manufacturing Service Oper. Management 27(1):94–113.Link, Google Scholar
- (2023) Forgot your bottle or bag again? How well-placed reminder cues can help consumers build sustainable habits. J. Assoc. Consumer Res. 8(3):264–275.Crossref, Google Scholar
- (2008) Preference for green packaging in consumer product choices–Do consumers care? Internat. J. Consumer Stud. 32(5):516–525.Crossref, Google Scholar
- RSM UK (2023) Alternatives to single-use plastics in food packaging and production. Accessed August 23, 2026, https://www.food.gov.uk/research/alternatives-to-single-use-plastics-lay-summary.Google Scholar
- (2024) Spin the bottle bill: Deposit-refund system policy and reverse supply chain design. Preprint, submitted September 25, https://doi.org/10.2139/ssrn.4950471.Google Scholar
- Seattle Public Utilities (2021) Check out reuse: The next step for seattle to reduce single-use packaging. Accessed August 23, 2026, https://www.seattle.gov/documents/departments/spu/aboutus/reports/solid-waste/checkoutreusereport2021.pdf.Google Scholar
- (2023) Hotels for trees eyes UK expansion through Avondata partnership. Accessed August 23, 2026, https://www.thecaterer.com/news/hotels-for-trees-uk-expansion-avondata-partnership.Google Scholar
- Starbucks (2020) Starbucks sustainability timeline. Accessed August 23, 2026, https://stories.starbucks.com/emea/stories/2020/starbucks-sustainability-timeline/.Google Scholar
- Starbucks (2023) Starbucks latest California borrow a cup test furthers company’s shift toward reusables. Accessed August 23, 2026, https://about.starbucks.com/press/2023/starbucks-latest-california-borrow-a-cup-test-furthers-companys-shift-toward-reusables/.Google Scholar
- Starbucks (2025) New Starbucks merchandise for a new year starting January 3. Accessed August 23, 2026, https://about.starbucks.com/stories/2025/new-starbucks-merchandise-for-a-new-year-starting-january-3/.Google Scholar
- (2024) Interplay between servicizing and remanufacturing: Economic and environmental implications. Manufacturing Service Oper. Management 27(1):114–126. Link, Google Scholar
- UN Environment Programme (2022) The new plastics economy global commitment. Accessed August 23, 2026, https://www.unep.org/new-plastics-economy-global-commitment.Google Scholar
- (2019) How to shift consumer behaviors to be more sustainable: A literature review and guiding framework. J. Marketing 83(3):22–49.Crossref, Google Scholar
- (2021) This is what stops people from recycling more, finds a global survey. Accessed August 23, 2026, https://www.weforum.org/stories/sustainable-development/barriers-to-recycling-sustainability-survey/.Google Scholar
- (2024) Fairness regulation of prices in competitive markets. Manufacturing Service Oper. Management 26(5):1897–1917.Link, Google Scholar
- Yonhap (2024) Starbucks to equip all stores with lg tumbler washers by 2026. Accessed August 23, 2026, https://m-en.yna.co.kr/view/AEN20240527002600315.Google Scholar
- (2018) Improving consumer welfare and manufacturer profit via government subsidy programs: Subsidizing consumers or manufacturers? Manufacturing Service Oper. Management 20(4):752–766.Link, Google Scholar
- (2018) Starbucks raises prices in China as hot competition slashes sales. Accessed August 23, 2026, https://www.yicaiglobal.com/news/starbucks-raises-prices-in-china-as-hot-competition-slashes-sales.Google Scholar
- (2022) Coping with spatial mismatch: Subsidy design for electric vehicle and charging markets. Manufacturing Service Oper. Management 24(3):1595–1610.Link, Google Scholar

