Problem: Leeds City Council is considering implementing a policy to promote the use of reusable cups for hot drink consumption across town, aiming to address environmental concerns and reduce single-use cup consumption. The proposed policy entails mandating all restaurants, coffee shops, and tea houses to provide a 10 percent discount to customers who bring their own cup. Do you think this policy will be effective? If yes, please explain why. If no, please suggest any potential modifications to enhance its effectiveness. Please justify your response by applying relevant theories discussed in the lectures of this module. Keep in mind that simply stating "yes" or "no" will not earn any marks; your answer will be evaluated based solely on the justifications provided.