Calvin LakhanPalma, Daniela2024-12-102024-12-102024-08-31Major Paper, Master of Environmental Studies, Faculty of Environmental and Urban Change, York Universityhttps://hdl.handle.net/10315/42556The environmental threats posed by plastic waste are a significant challenge closely connected to unsustainable consumption. The COVID-19 pandemic exacerbated the problem by increasing the demand for and consumption of disposable plastic products. In Toronto, there is an urgent need to prevent pollution stemming from disposable coffee cups. Concerning coffee consumption, this research delves into the nexus of consumer behaviour, business practices, and government policy. This study collected data from a survey of 258 coffee consumers and indepth interviews with coffee retailers and an official from the Toronto municipal government. The combination of quantitative and qualitative data derived from participant responses represents a novel methodological contribution to examining sustainability within coffee culture. The results highlight convenience as the paramount factor influencing widespread and enduring sustainable behaviour. The findings underscore a significant preference for social responsibility and stakeholder collaboration as crucial elements to prevent paper cup waste. This study identifies that fostering sustainability among all stakeholders in Toronto necessitates a multifaceted approach that encourages the use of reusable cups. The implications of this study support a holistic strategy integrating consumer, business, and governmental dimensions. This strategy emphasizes collaborative efforts and stakeholder empowerment to ensure commitment to sustainability before, during, and after pandemics. The practical relevance of this research offers a roadmap for developing best practices, policies, resources, and tools to encourage a sustainable coffee cup culture.enWaste DiversionSustainabilityRecyclingPollutionClimate ChangeResearch Paper