Customers Mixed On Starbucks’ Reusable Cup

Survey shows 57% probably won’t purchase the cup, but seven in 10 think it’s a good idea.

More than a quarter of Americans (28%) have already bought or plan on purchasing one of Starbucks’ new $1 reusable coffee tumblers aimed at cutting down on paper cup waste, according to a YouGov Omnibus survey taken Jan. 4 – 6, 2013.

For the YouGov Omnibus survey, the total sample size included 1,000 adults who took the online survey. The figures have been weighted and are representative of all US adults (aged 18+). Margin of error is +/- 3.6%.

Irrespective of whether they would purchase a cup, seven out of 10 respondents believed it was a good idea, with four out of 10 saying it was a “very good idea.”  The new cup appears to be a hit even with non-customers as 12% of non-Starbucks customers aim to purchase one.

More than half of respondents (57%) probably or definitely won’t be purchasing a reusable cup.

As an incentive to go green, customers that use the cup receive a 10-cent discount on each drink. According to USA Today, Starbucks’ goal is to have 5% of its cups reusable by 2015.

Two thirds (66%) of respondents have not heard of Starbucks’ cup offer.

Although 38% of responders thought that Starbucks should be applauded for its attempts to go green and 23% think it is generally an ethical company, a minority of responders were skeptical; 13% wondered if it is was a publicity stunt.

Starbucks is not a client of YouGov Omnibus.



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