The impact of COVID-19 on reusable cup sharing programs: A qualitative exploration of community-based social marketing

This qualitative case study explores reusable cup sharing programs in the context of the COVID-19 crisis that triggered heightened hygiene concerns. These community-based programs encourage consumers to switch from disposable to reusable cups when purchasing takeaway drinks at coffee shops. Reusable cup sharing program owners worldwide were interviewed in June 2020 on the impacts of the coronavirus pandemic and how they responded to the crisis situation. A key theoretical contribution emerged by applying community-based social marketing to this crisis context. By revising the framework from a linear to a cyclical program development process, programs are better equipped to respond to changes in the external environment through continuous monitoring. This research provides practical insights for reusable cup sharing programs and other community-based programs to build resilience to future global crises.