Reducing single-use cutlery with green nudges: Evidence from China’s food-delivery industry

In recent years, there has been a growing concern over the environmental impact of single-use plastic cutlery, especially in the food-delivery industry. To address this issue, various strategies have been employed to reduce the use of such items, including the use of "green nudges." Green nudges are interventions designed to subtly guide people towards more sustainable choices. In China's food-delivery industry, green nudges have been successfully utilized to reduce single-use cutlery. One common approach is the "opt-in" strategy, where customers are given the choice to request cutlery instead of automatically receiving it with their orders. This small change has had a significant impact, as studies have found that the majority of customers do not actually need or use the cutlery provided. Another effective nudge is the use of default options. By defaulting to not providing cutlery unless specifically requested, food-delivery platforms have been able to significantly reduce the overall use of single-use items. This approach takes advantage of people's tendency to stick with the default option, resulting in less waste generated. Additionally, some platforms have implemented incentives to further encourage customers to opt out of receiving cutlery. For example, they offer discounts or loyalty points for selecting the green option. This not only motivates customers to make more sustainable choices but also raises awareness about the environmental impact of single-use plastics. Moreover, collaborations between food-delivery platforms and restaurants have played a role in reducing single-use cutlery. Some restaurants have started offering reusable tableware for delivery orders, which reduces waste and promotes the use of more sustainable alternatives. Overall, these green nudges have shown promising results in reducing single-use cutlery in China's food-delivery industry. By making small adjustments to default options, providing incentives, and promoting reusable alternatives, stakeholders have been able to effectively address the issue of plastic waste. Such initiatives highlight the potential for behavioral interventions to drive positive environmental change.