Enabling recycling of disposable paper cups

Using behavioural science to make cup recycling simpler, more accessible, and more effective.

piles of empty coffee cups in a bin

5 January 2026

Key facts

Title: Enabling recycling of disposable paper cups: a behavioural systems mapping approach

Funder: Beyond the Bin (National Cup Recycling Scheme)

Total amount awarded: £44,731.46

CBC Researchers: Dr Ayşe Allison, Dr Lucy Porter

Start date: 2026

Duration: 8 months

Why this research matters

More than 2.5 billion paper cups are used in the UK each year, yet only a small proportion are recycled.

This project will address this gap by producing the first behavioural systems map focused specifically on paper cup recycling. By examining how actions, barriers and enablers interact across the paper cup recycling system, the research will help identify where and how change is most likely to be effective.

The project will involve close engagement with stakeholders across retail, waste management, manufacturing and policy, providing a comprehensive picture of the behavioural, structural and systemic barriers that prevent paper cups from being recycled through existing waste management routes.

Tackling sustainability challenges is a core priority for the Centre for Behaviour Change. This project provides an exciting opportunity to apply our behavioural science expertise to a new challenge, building on our previous work in complex multi‑stakeholder systems mapping and circular economy. By collaborating with Valpak and other partners, we aim to generate actionable, evidence‑based recommendations that make cup recycling simpler, more accessible, and more effective.

Dr Ayşe Allison, Research Fellow

What this project will do

Running over eight months, the project will:

  • Develop a behavioural systems map showing how actions, barriers, and enablers interact across the cup recycling system
  • Consult stakeholders across retail, waste, manufacturing, and policy sectors.
  • Analyse data using system effects software and the COM-B behaviour model
  • Conduct a rapid literature review to integrate academic and stakeholder insights
  • Produce a detailed case study of an existing intervention, in collaboration with the National Cup Recycling Scheme/Valpak
  • Deliver a set of evidence-based recommendations to inform future interventions and policy

Who is involved

Dr Ayşe Allison and Dr Lucy Porter were the winners of the National Cup Recycling Scheme’s ‘Beyond the Bin’ project fund competition. The National Cup Recycling Scheme, administered by Valpak by Reconomy, is the UK’s largest paper cup recycling scheme. Funded by participating brands – Costa Coffee, McDonald’s, Pret a Manger, Caffè Nero, Lavazza Professional, Greggs and Burger King – the scheme brings together major retailers, waste management companies and UK paper mills to increase the collection and recycling of paper cups nationwide.