Exploratory analysis of influential factors in the choices of using single-use or reusable cups in vending

Purpose: This study investigates the variables that play a role in the purchase intention of a hot beverage at a vending machine (1) served in a 100% recyclable plastic single-use cup, (2) served in a biodegradable paper single-use cup and (3) served in personal, reusable cups brought by customers. The variables considered are perceived environmental benefits (PEBs), perceived contamination risk (PCR), social norms (SNs), value for money (VM), gender and age. The secondary objective is to investigate respondents’ perceptions of these cups using the first four variables and to assess the existence of significant differences among them. Design/methodology/approach: For the first purpose, three separate logistic regression models on purchase intention were created, considering PEBs, PCR, SNs, VM, gender and age as independent variables. For the second purpose, the analysis relied on Friedman’s nonparametric test. The entire survey was conducted in Italy on a sample of 1,006 consumers. Findings: SNs and VM are the variables with the greatest influence on final purchase intention. PEBs seem to have an effect only in the case of the plastic and paper single-use cups, while PCR only in the case of the reusable cup. Neither gender nor age seem to play a significant role in final purchase intention. Friedman’s test revealed significant differences among the three cup types in terms of perceptions, but not in the case of the PCR variable. Originality/value: The study is the first to compare new single-use cups with reusable cups from vending machines in terms of consumers’ perceptions and preferences.