Individual efforts to cut plastic use may fall short, as studies show discounts for reusable cups don't significantly boost their use.
Individual actions may not reduce plastic use
Studies suggest that individual efforts to reduce plastic pollution might not be as effective as previously believed. Research in Hong Kong between 2018 and 2019 found that offering discounts for using reusable coffee cups did not significantly increase their use, and in some cases, use decreased slightly.Habit and convenience drive consumer choices
Similar findings from the UK, Brazil, and Canada show that habits and convenience often override incentives. Efforts like informative nudges and small financial rewards failed to shift consumers away from disposable packaging unless strict penalties or regulations were enforced.France's discount policy shows limited success
France’s 2021 law, which requires discounts for customers using reusable cups, has not led to a noticeable increase in their use. Even when discounts were advertised, the policy did not achieve the intended effect, and in some cases, it may have encouraged more use of disposable cups among those not eligible for the discount.Public policy leads to measurable change
Public policies, rather than individual incentives, have been more effective in reducing plastic waste. The EU’s 2019 plastic directive led to national measures like France’s ban on ten single-use plastic items. Similar bans in Rwanda and California have also contributed to reducing plastic waste.Plastic industry campaigns avoid production limits
The plastic industry has launched campaigns to improve its image, such as Polyvia’s "Too Much" initiative in 2026. These efforts focus on end-of-life management rather than reducing production. However, plastic remains a recognized pollutant affecting human health and the environment.
