Pilot study explores how staff interactions can reduce the use of single-use cups
This summer, Royal Djurgården is testing a simple yet potentially powerful idea: can a single interaction between a member of staff and a guest encourage more sustainable behaviour?
During the summer of 2026, Royal Djurgården is conducting a pilot study at several restaurants across the destination in collaboration with Dalarna University/CETLER, which is leading the research. Participating restaurants include Mackverket at Vrak, Sjöhistoriska Café & Bar, and the restaurants at Solliden.
Why focus on single-use cups?
Single-use coffee cups are a clear example of the throwaway culture that many destinations are working to move beyond. Each disposable cup generates greenhouse gas emissions throughout its life cycle equivalent to approximately 1.5 times its own weight. Most also contain plastic, making them difficult to recycle. Research has shown that they can release microplastics that are harmful to both people and the environment.
Although reusable systems such as deposit-return schemes are available, they have proven challenging to implement successfully in many visitor destinations. When guests are temporary visitors who are unlikely to return to the same location, the effectiveness of traditional return systems is significantly reduced.
Instead, this pilot explores a different approach: influencing guests’ choices before a disposable cup is even offered.
Sweden has set a national target of reducing the consumption of single-use cups by 50 percent by 2026. Since 2024, cafés and restaurants have also been required to offer reusable alternatives. However, regulation alone is rarely enough. Encouraging sustainable choices also depends on making them simple, convenient and appealing for guests.
The study – understanding behaviour at the point of service
The two-week pilot takes place in July and is based on a straightforward intervention. When a guest orders a takeaway coffee, staff first offer an alternative: enjoying the coffee on-site in a reusable cup.
During the first week, the offer is presented in a neutral way. In the second week, staff also explain the environmental benefits of choosing to stay and use a reusable cup.
Throughout the study, staff record guests’ responses and final choices. The objective is to understand whether a small change in communication can influence behaviour and identify what works in a real hospitality setting.
Part of a broader sustainability initiative
As part of Royal Djurgården’s collaborative project Promoting Circularity and Resource Efficiency, the study brings together organisations across the destination to accelerate the transition towards a more circular visitor economy.
The pilot reflects Royal Djurgården’s shared sustainability approach by exploring how everyday interactions with guests can support more responsible consumption. Its findings may provide practical tools that can be applied more broadly across the destination.
The project is co-financed by the European Regional Development Fund, which provides 40 percent of the funding. Dalarna University/CETLER provides the remaining funding.
Looking ahead, the results of the pilot may form the basis for a larger collaborative study involving additional Royal Djurgården partners. The long-term ambition is to build an evidence base for how behavioural insights can support more sustainable visitor experiences.
Contributing to the UN Sustainable Development Goals
The pilot contributes to several of the United Nations Sustainable Development Goals (SDGs):
SDG 8 – Decent Work and Economic Growth (Target 8.9)
Supporting more sustainable tourism by developing practical methods to reduce the environmental impact of the visitor economy.
SDG 11 – Sustainable Cities and Communities (Target 11.6)
Reducing waste and environmental impacts by decreasing the use of single-use cups.
SDG 12 – Responsible Consumption and Production (Targets 12.3 and 12.5)
Exploring how behavioural change can reduce the consumption of single-use products and encourage more sustainable consumption patterns.
SDG 13 – Climate Action
Reducing greenhouse gas emissions associated with disposable cups.
SDG 14 – Life Below Water (Target 14.1)
Helping to reduce litter and the release of microplastics into rivers, lakes and oceans.
SDG 17 – Partnerships for the Goals (Target 17.7)
Demonstrating how collaboration between Royal Djurgården, Dalarna University/CETLER and participating restaurants can drive sustainable innovation and create practical solutions for the visitor economy.
