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#sustainability #marketing #psychology

'A free coffee. One in 10 odds. That’s all it took to get people to ditch their disposable cups and embrace reusable ones at bustling university cafés.

A research team from the University of B.C. psychology department and the Institute for Resources, Environment and Sustainability turned an everyday coffee run into a game of chance—and it worked. Reusable cup usage nearly tripled at Blue Chip café and skyrocketed at Loafe café.'

https://news.ubc.ca/2024/11/chance-of-coffee-changed-habits/