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

Purpose: With litter from discarded single-use cups increasingly causing pollution we examine three intervention trials which encourage reusable cup usage to assess key success criteria and common barriers to successful implementation. Design/methodology/approach: Using the Lynes et al. (2014) Community Based Social Marketing benchmark criteria we qualitatively contrast three interventions using messy, citizen science data. Additionally, we provide a critique of the benchmarks themselves developing a new set of benchmarks to assist 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, stakeholders). Originality: We focus on three interventions in open contexts and examine managerial/design aspects of these to contribute to the literature, while also critiquing and updating the benchmark criteria. Practical implications: We provide practical suggestions to social marketers wishing to target single cup usage. The research highlights the need to carefully consider all benchmark criteria fully but to also look beyond these as implementation issues are often the cause of limited success in these campaigns.