(CNN) — Starting Thursday, Starbucks customers will have the option to save their planet — and their wallets — a dime at a time.

The coffee giant is offering $1 plastic cups, which can be reused for drink purchases at a discount of ten cents.

Jim Hanna, the director of environmental affairs at Starbucks, told USA Today that while the company has sold reusable tumblers for some time and offered the ten cent discount, he expects that the modest price of its new one, available at company-owned stores in the U.S. and Canada, will encourage consumers to take action more frequently.

The new effort comes largely in response to consumer criticism over the volume of paper coffee cup waste — approximately 4 billion cups globally each year — generated by Starbucks.

The responsibility section of Starbucks’ website details the company’s efforts to work with vendors and local authorities to get more of its paper cups recycled, and to host recurring “Cup Summits” collaborating on the issue with industry leaders from MIT, Tim Horton’s, Georgia-Pacific and Action Carting Environmental Services. By 2015, Starbucks plans to have front-of-store recycling in all its company-owned locations.

According to a 2011 report issued by Starbucks, that year, customers used personal tumblers more than 34 million times – nearly 2% of all beverages served in global company-owned stores.

While this represented a 55% increase in personal tumbler use from 2008′s tally, Starbucks admitted to challenges in tracking cup use both in and away from their stores, and reduced the company’s goal of 25% reusable cups by 2015 to 5%.

The reusable cups are made in China, and have fill lines inside denoting “tall,” “grande” and “venti”-sized drinks.

The cups will be rinsed with boiling water by Starbucks employees before they’re refilled, reducing the risk of cross-contamination, but at least one more challenge remains: will customers actually remember to bring them into the store?