An increasing number of hospitality firms attempt to foster sustainable practices among their customers. Amongst these, incentives for customers to bring their own reusable products stand out. In this study, we analyse the explanatory factors of the willingness of consumers to bring a reusable container if a discount is offered and the minimum discount required in order for these consumers to be willing to do so. Several factors are proposed to explain an individual’s willingness to bring a reusable coffee cup (RCC) including their environmental concern and involvement, personal restrictions for using an RCC, and socio-demographic characteristics. An empirical application, conducted on 1,371 individuals using the Heckit model, allows us to conduct a joint modelisation and provide a novel methodological contribution to the study of the willingness, and barriers, of individuals towards the use of RCCs in the coffee shop industry.