Context and problem: Fast-moving consumer goods are predominantly offered to consumers in single-use products and packaging. This results in the quick turnaround of goods and excessive amounts of waste sent to landfill, incinerated or recycled. For many products, consumers are now offered the choice to purchase and use reusable alternatives, helping to slow the speed of consumption and reduce waste. However, this potential is compromised if consumers continue to purchase single-use goods. Aim and method: Through conducting 13 in-depth interviews, this study explores what influences consumers to continue purchasing single-use products alongside reusable products or to revert back to them temporarily or permanently after reusing. In total 19 product cases were studied, covering beverage bottles, cups, coffee pods, food containers, hair wash, razors, toothbrushes, household cleaners and nappies. Results: Emerging from the interviews, 30 factors influencing the continued consumption of single-use products were identified and categorised according to constructs included in Fogg’s behaviour model, namely motivation, ability and prompt. Whilst most factors were found to emerge in the purchase and use stages of the consumer journey, others spanned all stages of the journey including disposal too. During purchase consumers decided to continue buying single-use products because they could get them closer to home. During use they found single-use products to be better suited to certain contexts, such as when they were travelling. Spanning purchase, use and disposal, they felt happy to continue buying single-use products because the market is evolving to offer more sustainable options. Conclusions and implications: The factors identified indicate that consumers do not necessarily exclusively replace single-use products with reusable ones and continue to buy the former for a wide range of reasons. This compromises the maximum potential for reuse to reduce overconsumption. The factors can be used to deploy interventions that encourage optimum reuse practices without the need for single-use products.