A huge 87 per cent of coffee drinkers say they try to dispose of their packaging waste in a recycling bin – suggesting there's serious support for campaigns by Hubbub, Hugh Fearnley-Whittingstall and more to boost cup recycling in cafe chains.
The new stats also found that 58 per cent of java fans would like to see coffee shops offer a discount to customers who bring their own travel mugs and 40 per cent wouldn't mind being charged extra for hot drinks served in totally recyclable coffee cups.
Nearly a third of people who visit coffee shops would prefer to buy filtered water over bottled water too.
"The concerted efforts of coffee shops to cut down on coffee cup waste, following the recent documentary Hugh's War on Waste, puts them at a competitive advantage by highlighting the fact that the sector as a whole feels obliged to be more ethical," says Trish Caddy, Foodservice Analyst at Mintel, which carried out the research.
"Recycling companies and packaging suppliers are making inroads by innovating in systems to recover and recycle existing materials, such as placing recycling bins in branded coffee shop chains as a collection point."
The research also found the coffee shop market is booming and predicts sales will rise by 29 per cent to £4.3 billion in the next five years.