Close on half of coffee drinkers would be happy to pay more for recyclable takeaway cups, according to new research.
But nearly three-quarters would cut down on buying coffee if prices increased.
Research from Mintel found 40 per cent of Brits wouldn't mind paying an extra levy for 100 per cent recyclable cups, as the Government announced plans to cut back on landfill waste.
Young people were even more likely to support eco-friendly measures, with 51 per cent of 20 to 24-year-olds happy to pay more.
Almost 80 per cent of Brits bought a coffee while out and about last year, rising to 90 per cent of younger Millenials.
Trish Caddy, food service analyst at Mintel, said: "The BBC's Blue Planet II series really catapulted plastic pollution back into the public debate, and some businesses are already taking the lead in helping 'nudge' consumers to play their part in reducing waste.
"Our research shows that while consumers have great environmental intentions, they are often very time pressured.
"Also, the hassle factor of carrying around reusable coffee cups could limit the popularity of schemes that reward people for doing so.
"A more effective solution would be to make things easier for consumers by making cups more easily recyclable by, for example, using 100 per cent biodegradable packaging rather than recycling the plastic.
"Younger Millennials and parents make up the core consumers for coffee shops.
"Younger Millennials are drawn to new offerings, while parents care about ethical sourcing and premium quality experiences.
"However, our research shows that this group is spreading their budget across a larger number of establishments that now sell coffee, including non-specialists that have expanded into low-cost coffee alongside food offerings.
"This move threatens to take market share from coffee shops."
In 2017, Brits spent £3.4 billion in coffee shops, and sales are set to hit £3.7 billion by 2022.
Consumers are also open to other environmentally-friendly changes, with three-quarters believing restaurants should use recyclable packaging for takeaway food.