On May 2011, the Environmental Protection Administration launched a policy to cut the use of disposable cups. This policy obliges non-alcoholic beverage stores to give customers incentives for bringing their own cups or recycling disposable cups. Because college students often buy take-out non-alcoholic beverage, this study aimed to explore how psychological variables might affect their intent to bringing their own cups. Results from this study may provide some suggestions for the policy above. This study started with a focus group interview with 31 college students. This interview gave me a preliminary understanding of students¡¦ intent to bring their own cups and the related psychological factors. I then combined the findings from this interview and literature review to design the framework and questionnaire for this study. Following Kotler and Lee¡¦s (2008) concept of social marketing, the questionnaire was mainly designed to assess five variables: policy incentive, benefit of bringing own cups, cost of bringing own cups, convenience in buying cups, and convenience in washing cups. A convenience sample of 197 students in National Sun Yat-sen University participated. The results suggest the higher the profit or the lower the cost for bringing own cups, the stronger will be students¡¦ intent to do so. However, the other three variables had no significant effect. In addition, the analysis showed female students were more intended to bring their own cups than male students did. Students from different departments also differed in their intent, but the differences were small. Based on these findings, several policy recommendations were proposed.