The purpose of this research is to explore the most effective methods of incentive policy and the impact on consumers behaviours. In the business case of “Starbucks' new sustainability commitment”, its main aim is to encourage greater consumer acceptance and use of reusable containers by understanding the characteristics of consumers behaviours and then designing incentive methods that are appropriate. This research can provide scientific insight into the most effective methods of incentivising. Based on the findings, Starbucks can motivate more consumers to use reusable containers.
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Li et al. (2024) studied this question.
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