Scottish reusable coffee cups: a multi-intervention CBSM benchmark analysis

Purpose With litter from discarded single-use cups increasingly causing pollution, the purpose of this paper is to examine three intervention trials to encourage reusable cups to assess key success criteria and common barriers to successful implementation. Design/methodology/approach Using Lynes et al. (2014) Community-Based Social Marketing benchmark criteria, the authors qualitatively contrast three interventions using messy, citizen science data. Additionally, they provide a critique of the benchmarks themselves developing a new set of benchmarks to fit small organisations doing community-based social marketing. Findings Several benchmarks were obsolete and were unlikely ever to be met within the scope of these interventions. Important benchmarks needed to be highlighted further and additional benchmarks relating to key elements were added (product, engagement and stakeholders). Practical implications The authors provide practical suggestions to social marketers wishing to target single cup usage. This research highlights the need to not only carefully consider all benchmark criteria fully but also look beyond these as implementation issues are often the cause of limited success in these campaigns. Originality/value The authors focus on three interventions in open contexts and examine managerial/design aspects of this to contribute to the literature, while also critiquing and updating the benchmark criteria.