BARRIERS TO BEHAVIOUR CHANGE THE APPLICATION OF SOCIAL ...€¦ · individual and target behaviour....
Transcript of BARRIERS TO BEHAVIOUR CHANGE THE APPLICATION OF SOCIAL ...€¦ · individual and target behaviour....
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BARRIERS TO BEHAVIOUR CHANGE & THE APPLICATION OF SOCIAL MARKETING TOOLS
University of Waterloo
Department of Environment & Resource Studies
ERS 491: Honours Thesis
Submitted by:
Allison Reiss ‐ 20180711
April 7th, 2008
For:
Professor Sally Lerner
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TABLE OF CONTENTS
Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Background: Fostering & Maintaining Environmental Behaviour Change . . . . . . . . . . . . . . 4-14
Conventional Approaches to Behaviour Change . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4-6 Community-Based Social Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Identifying Barriers to Environmental Behaviour Change . . . . . . . . . . . . . . . . . . . . . . . . 7 Using Social Marketing Tools . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8-14
Case Study: Reusable Grocery Bags . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15-19 Importance of Behaviour Change . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 15-17 Zehrs Markets: Plastic vs. Reusable Bags . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 17-18 Relevance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 18-19
Methods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 20-23 Examine the Existing Literature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 20 Examine a Behaviour that is Resistant to Change Through a Local Case Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 20-23
Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 24-28
Survey . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 24 Personal Observations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 24-28
Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 29-34
Demographics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 29 Knowledge & Attitudes - the Environment & Plastic Bag Use . . . . . . . . . . . . Pages 29-30 Knowledge – Prevalence of Reusable Bags & Zehrs’ Reusable Bag Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 30-31 Behaviour – Usage of Reusable Bags . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 31-32 Attitudes – Reusable Bags vs. Plastic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 32 Barriers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 32-34
Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 35-41
Knowledge & Attitudes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 35 Commitment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 36 Incentives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 36-37
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Prompts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 37 Norms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 37-38 Commitment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 38-39 Convenience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 39-40 The Future of Plastic Bags . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 40-41
Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 42 References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 43-44 Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 45-69
Appendix A: Recruitment Materials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 45-47 Appendix B: Survey . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 48-50 Appendix C: Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 51-67 Appendix D: Graphics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 68-69 .
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ABSTRACT
“As intuitive behaviour, reuse is a part of people’s lives but remains an ‘ambiguous
environmental theme’” (Medley, Zhou, & Condon, 2006, p. 212).
The purpose of this project is to examine the barriers to environmental behaviour change and
how social marketing tools can successfully be applied to encourage sustainable behaviour. I
compiled research from the current literature to determine why conventional approaches have
failed. Changing attitudes, increasing knowledge, and using economic incentives alone does not
foster behaviour change; there are other barriers that impede behaviour change, depending on the
individual and target behaviour. However, community-based social marketing tools can be used
to overcome the barriers and can foster and maintain sustainable behaviour (McKenzie-Mohr,
1999).
I applied this knowledge and these tools to a local case study to identify the barriers that
impede shoppers from using reusable grocery bags at Zehrs Markets. Using personal
observations and the information gathered from surveys with shoppers at Zehrs, I identified the
main barriers and was able to apply social marketing tools to make recommendations on how to
improve the success of Zehrs’ reusable bag program.
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BACKGROUND:
FOSTERING & MAINTAINING ENVIRONMENTAL BEHAVIOUR CHANGE
Conventional Approaches to Behaviour Change
Programs to encourage sustainable behaviour frequently employ large-scale information
campaigns and are usually based on one of two perspectives in regards to behaviour change
(McKenzie-Mohr, 1999).
The Impact of Knowledge & Attitudes on Behaviour Change
The first perception assumes that behaviour change comes about by increasing public
knowledge of the issue and by encouraging attitudes that support the desired activity. This type
of information approach is relatively easy and/or inexpensive, commonly using media
advertising, the distribution of flyers, brochures, and newsletters to alter behaviour (McKenzie-
Mohr, 1999).
However, studies have shown that these campaigns seldom have any significant effect on
behaviour and the approach has been, for the most part, ineffective. Countless investigations
have shown that there is a minor relationship at best between attitudes and/or knowledge and
behaviour change. So, even though individuals may be informed and aware of an issue and are
willing to change, there is not necessarily the desired change in behaviour. For example, through
an examination of the differences between recyclers and non-recyclers it was discovered that
they had the same knowledge and positive attitudes toward recycling. Many other studies
document that education alone does not foster or maintain sustainable behaviour (McKenzie-
Mohr, 1999).
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Thus, although environmental knowledge and attitudes are related to behaviour, the
relationship is often weak or nonexistent in regards to fostering behaviour change. This is
because there are other barriers to behaviour change that exist and a lack of knowledge and
unsupportive attitudes are only two of these. So, although knowledge must be present and
attitudes aligned in order for behaviour change to occur, they by themselves will not foster and
maintain behaviour change (McKenzie-Mohr, 1999).
The Impact of Economic Incentives on Behaviour Change
The second perspective in regards to behaviour change assumes that individuals are logical
beings who systematically evaluate choices and act in accordance to their economic self-interest.
Thus, the main activities of campaigns of this nature have been centered on providing
information to the public and promoting financial benefits. With these monetary benefits, people
are expected to change behaviours accordingly, but like the information campaigns based on
knowledge and attitudes, this approach has been largely unsuccessful as humans are not solely
driven by financial incentives; especially when the incentives are long-term. Moreover, this type
of program has failed because it overlooks the social interactions, human feelings, and cultural
practices that affect the behaviour of individuals, institutions, and social groups. Although
economic incentives may influence decisions, they alone do not necessarily foster and/or
maintain behaviour change since there are many other factors involved (McKenzie-Mohr, 1999).
Economic incentives and environmentally friendly products may exist, but unless people
change their behaviour and take advantage of these incentives or buy these products, they are
inadequate. Moreover, even after the target products or services are purchased, further behaviour
change is required so that the products or services are used habitually. For example, in regards to
using reusable grocery bags, although people may be persuaded to buy or accept free reusable
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bags, there is no guarantee that they will use them frequently, or at all. Thus, advances in
technology and the development of environmentally friendly products will only have a
significant effect on the environment if people elect to permanently alter many of their purchase
and consumption habits (McKenzie-Mohr, 1999). Although some people argue that technology
will evolve to solve all our problems, the real challenge is to encourage people to use the
technology that we already have at our disposal.
Community-Based Social Marketing
In contrast to the conventional approaches discussion in the previous section, community-
based social marketing has been shown to be effective in causing behaviour change. This
practical approach involves first identifying the barriers to a sustainable behaviour and then
designing the strategy accordingly, using behaviour change tools. After identifying the barriers,
they should be prioritized in order of importance and then matched with the most compatible
social marketing tools that will help to overcome them. Next, a pilot study should be conducted
and launched in a small portion of the community before the program is implemented so that the
impact can be evaluated and assessed for revisions. Once the pilot is proven to be effective the
strategy can be fully implemented community-wide (McKenzie-Mohr, 1999). It is important to
note that before the behaviour becomes routine, there is usually a period of practical learning
while the individual forms new attitudes and habits (Cherrier, 2006).
Community-based social marketing is heavily based on social psychology research which
indicates that initiatives to foster behaviour change are most often effective if they involve direct
contact with people and are carried out at the community level rather than broad information or
advertising campaigns that fail to target anyone specifically (McKenzie-Mohr, 1999).
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Identifying Barriers to Environmental Behaviour Change
Before social marketing tools may be applied, several things must be determined in any
situation;
• Is the desired behaviour occurring?
• If no, then:
• Determine whether knowledge is present.
• Determine what attitudes are. Do they support sustainability?
• Determine how to better educate and change attitudes (McKenzie-Mohr,
1999)
If knowledge and attitudes are in line with the desired behaviour, what are the other barriers
that exist? The most common approach to identifying the barriers includes a combination of
survey research, focus groups, and literature reviews. In any form of sustainable behaviour there
may be numerous barriers to widespread public participation and these barriers may be internal,
external, or both. Barriers that are internal to the individual will vary depending on the person
and may comprise of the need to make changes to increase knowledge or modify attitudes.
Barriers that are external may comprise of the need for structural changes that are necessary in
order for the behaviour to be more convenient. Both internal and external barriers vary
considerably in regards to different types of sustainable behaviour and even within similar
classes of sustainable behaviour. Thus, the barriers that inhibit individuals from practicing
sustainable behaviour are extremely activity specific. Thus, social marketers only develop their
strategy after they have identified the barriers that are specific to the activity (McKenzie-Mohr,
1999).
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Using Social Marketing Tools
So, although the specific barriers in situations vary, once they are identified, social marketing
tools may be used to positively change behaviour. Barriers to behaviour change may include one
or more of the following: inadequate knowledge, inadequate communication, conflicting
attitudes, lack of commitment, lack of reminders, inconvenience, or an activity that falls outside
of the social norm. Social marketing uses tools such as commitment, prompts, norms,
communication, incentives, and convenience to encourage sustainable behaviour and overcome
these barriers. These tools may effectively be used individually to achieve results but have a
more substantial impact when used collectively. Social science research has demonstrated that
these tools are effective in not only fostering, but maintaining behaviour change (McKenzie-
Mohr, 1999).
Commitment: Establishing Intention to Change Behaviour
Studies have demonstrated that commitment is an effective tool to promote behaviour change.
After agreeing to a trivial request, it is significantly more likely that people will subsequently
agree to a related, greater request. Thus, when individuals agree to the trivial request, it often
changes how they perceive themselves and they start to view themselves as the type of individual
who supports initiatives of that kind. Therefore, if they are later asked to agree or comply with a
more significant request, there is a strong internal pressure to behave consistently and comply as
they have previously. Consistency is a very important and revered character trait as people who
behave inconsistently appear unreliable and untrustworthy while those who do act according to
what they say are viewed to be honest and have integrity. Moreover, studies indicate that there
can be a considerable amount of time between the first and second request, and that the second
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request does not have to be made by the same person for the subject to comply (McKenzie-
Mohr, 1999).
In order to use commitment to encourage sustainable behaviour, individuals or groups must
be asked to make a verbal or written commitment in a private or public setting; public and/or
written commitments have proven to be more effective in changing behaviour than private and/or
verbal commitments. After making the commitment, the individual or group will be more likely
to behave consistently with the commitment. Also, in the future, they will be more likely to
comply with larger commitments that are similar (McKenzie-Mohr, 1999). Thus, when a drastic
change in behaviour is required, asking for commitments in stages can be very effective in
reaching the desired end-behaviour.
In summary, when considering the use of commitment to foster and maintain behavior
change, the following guidelines should be followed:
• Emphasize written vs. verbal commitments
• Ask for public and group commitments
• Actively involve the individual
• Consider cost-effective ways to obtain commitments
• Use existing points of contact to obtain commitments
• Help people to view themselves as environmentally conscious
• Don't use coercion
• Combine commitment with other behavior change techniques (McKenzie-Mohr,
1999)
Prompts: Reminders to Encourage Behaviour Change
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Prompts are another effective tool to use to remind people to engage in sustainable behaviour.
A prompt is a reminder aid and can be audio or visual. Prompts do not change attitudes or
increase knowledge or motivation, but they can be used as a reminder for people to engage in an
activity that they were already intending and willing to do. In order to be effective, prompts
should be specific and delivered as close to the time and place the target behaviour is to occur.
Prompts can be effectively used to establish and maintain one-time and/or repetitive sustainable
behaviours by reminding individuals of their original intentions (McKenzie-Mohr, 1999).
Furthermore, they are particularly effective in establishing behaviour change during the period of
practical learning (Medley, Zhou, & Condon, 2006).
In summary, when considering the use of prompts to foster and maintain behavior change, the
following guidelines should be followed:
• Make the prompt noticeable
• The prompt should be self-explanatory
• The prompt should be presented as close in time and space as possible to the
targeted behavior
• Use prompts to encourage people to engage in positive behaviors rather than to
avoid environmentally harmful actions (McKenzie-Mohr, 1999)
Norms: Supporting Behaviour Change
The ability of norms to influence behaviour is often underestimated. In various studies, people
have been found to alter their actions and beliefs according to normative, but false, actions or
statements made by others. Currently, society’s norms in regards to consumption behaviours do
not support a sustainable society and so it is imperative that a new set of norms is developed.
There are two types of norms; compliance and conformity. With compliance, people act in
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response to rewards, positive or negative reactions from others, and punishments. The change in
behaviour occurs because there are consequences for not acting accordingly (McKenzie-Mohr,
1999). Although highly effective, the rewards and punishments must remain in place in order to
be successful and this technique is costly and complicated to administer. Conformity is less
complicated to administer and occurs when the observation of behaviour results in imitation or
acceptance of that behaviour. Moreover, the effects of conformity usually sustain over time. To
be effective, norms must also be clear, visible and, internalized in order for people to view the
behaviour as the right way to act (McKenzie-Mohr, 1999).
In summary, when considering using norms to foster and maintain behavior change, the
following guidelines should be followed:
• The norm should be noticeable;
• As with prompts, the norm should be made explicit at the time the targeted
behavior is to occur
• As with prompts, when possible use norms to encourage people to engage in
positive behaviors rather than to avoid environmentally harmful actions
(McKenzie-Mohr, 1999)
Communication: Persuasion & Behaviour Change
Persuasion is a tool that can be used to influence attitudes and/or behaviour but first the target
audience’s attention must be captured and the message must be vivid, concrete and personal.
This type of information increases the probability that a message will be encoded or processed so
that it can be recalled later. Vivid and personal information stands out against all the other
stimulants competing for our attention. Thus, people are more likely to remember this
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information later which is necessary to have a lasting impact on people’s attitudes and
behaviours (McKenzie-Mohr, 1999).
In summary, in order to use effective communication to foster and maintain behavior change,
the following guidelines should be followed:
• Make sure that your message is vivid, personal, and concrete
• Explore the attitudes and behavior of your intended audience prior to
developing your message
• Have your message delivered by an individual or organization that is credible
• Frame your message to indicate what the individual is losing by not acting,
rather than what they’re saving by acting
• If you use a threatening message, make sure that you couple it with specific
suggestions regarding what actions an individual can take
• Make your communication, especially instructions for a desired behavior,
clear and specific
• Make it easy for people to remember what to do, and how and when to do it
• Integrate personal or community goals into the delivery of your program
• Model the activities you would like people to engage in
• Make sure that your program enhances social diffusion by increasing the
likelihood that people will discuss their new activity with others
• Where possible, use personal contact to deliver your message
• Provide feedback at both the individual and community levels about the
impact of sustainable behaviors (McKenzie-Mohr, 1999)
Incentives: Motivation & Behaviour Change
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Incentives may be financial or non-monetary and can provide motivation to individuals to
more effectively perform an activity that they already engage in or to commence an activity that
they do not normally engage in. Some common incentives to encourage sustainable behaviour
are user fees and deposits. Incentives are most effective when they are present at the time the
behaviour is to occur. For example, charging for plastic shopping bags at the checkout calls
attention to the negatives and costs of using plastic bags and increases a shopper’s motivation to
bring reusable bags. Furthermore, studies have shown that charging for plastic bags results in an
increase of shoppers using reusable bags or bins for their groceries (McKenzie-Mohr, 1999).
In summary, in order to use incentives effectively to foster and maintain behavior change, the
following guidelines should be followed:
• Closely pair the incentive and the behaviour
• Reward positive behaviour
• Make the incentive visible
• Be cautious about removing incentives
• Prepare for people's attempts to avoid the incentive
• Consider the size of the incentive and non-monetary forms of incentives
(McKenzie-Mohr, 1999)
Convenience: Behaviour Change Made Easy
Although powerful when dealing with internal barriers, the previously discussed tools will be
ineffective if additional and significant external barriers exist. If the behaviour in question is too
disagreeable, inconvenient, time-consuming, costly etc. any community-based social marketing
strategy will be unsuccessful. Thus, a program must be designed to enhance motivation by
making the sustainable behaviour more convenient, less costly, etc. than the alternative, non-
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sustainable activity. Furthermore, some external barriers, such as inconvenience, can vary
according to an individual’s perception. However, after people have experienced an activity,
over time they usually perceive the activity as more convenient than they initially thought.
Additionally, commitment and norms can be used to help overcome perceptions of
inconvenience. Finally, it is important to keep in mind that because external barriers significantly
vary depending on the individual, community, and activity, strategies to make the behaviour
more convenient have to be customized to the particular situation and meet the needs of the
individuals (McKenzie-Mohr, 1999).
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CASE STUDY: REUSABLE GROCERY BAGS
Importance of Behaviour Change
Behaviour change is urgently needed to reduce and potentially eliminate the use of plastic
grocery bags; the increased use has become a significant environmental problem. Made of filmy,
flimsy, polyethylene plastic, these plastic bags easily blow down sidewalks and into trees and
waterways, where they pose a threat to marine life. Moreover, they are not easy to recyclable and
are virtually indestructible in landfills (Goodyear, 2007). Americans alone throw away one
hundred billion polyethylene bags every year and only 1 to 3 percent of those are recycled (The
Associated Press, 2007). They instead occupy limited landfill space; while these bags easily
compress, in the US they still take up approximately 4 percent of landfill space (Williamson,
2003).
Plastic bags not only negatively impact the environment, but businesses’ profit margins as
well since they cost 2 to 3 cents per plastic bag to produce. One alternative is to use
biodegradable bags which cost approximately 5 to 10 cents per bag to produce (Goodyear, 2007).
However, businesses and consumers are always reluctant to take on extra costs. Furthermore,
considering the amount of resources and energy it takes to produce the biodegradable bags, the
one time use and disposal of them is not sustainable.
On the other hand, reusable bags bare less of a cost on producers, consumers, and the
environment as they can be used a countless number of times and can be made from recycled or
environmentally friendly materials. Moreover, if made wholly from recyclable materials, they
can be recycled to make more reusable bags at the end of their useful life (CNW
Group/President's Choice, 2005).
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Currently, 4 trillion to 5 trillion non-degradable plastic bags are used worldwide on an annual
basis, taking 430,000 gallons of oil to produce 100 million plastic bags (Goodyear, 2007).
However, progress is slowly being made to reduce plastic bag use and production. Sage Green is
an example of a company that makes environmentally-friendly, non-woven polypropylene
reusable shopping bags from corn plastic (Sage Green, 2007). Designer reusable bags are also
appearing on the market where style is a concern and one can definitely make a statement with a
Stella McCarthy bag for $495 or a Louis Vuitton bag for $1720 (see Appendix D-1) (Rhein,
2007).
Increasingly, there have been movements to ban or reduce the use of plastic bags and
encourage reusable and/or biodegradable bags in many cities and countries including; San
Francisco, Ireland, South Africa, Australia, and the EU as well as various cities in Canada and
the US (Goodyear, 2007; Sage Green, 2007).
Consumers have an opportunity to play a large role in the reduction of plastic bags; they can
choose to purchase and bring reusable bags with them as they shop which reduces plastic bag use
and at the same time, advocates the need for change to other shoppers and retailers. However, in
order for this kind of practice to be adopted by consumers, it must be visible, accessible, and
incorporated in their daily activities. Also, before the behaviour becomes routine, there must be a
period of practical learning so that the shopper does not forget to bring the reusable shopping bag
and refuses plastic bags at the cashier (Cherrier, 2006).
Shoppers are not the only actors involved however, as grocery stores largely influence
consumer behaviour and prompt them to use the plastic grocery bags. However, many grocery
stores are providing incentives for shoppers to bring their own and/or reuse their bags by giving
them credit when they reuse a bag. Other stores, such as Ikea, charge for plastic bags to
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encourage the purchase and use of a reusable bag; although customers initially pay more for the
reusable bags over the plastic bags the reusable bags provide the shopper with a return on their
investment in the long run. But whether stores charge money for plastic bags, or give credit for
reusing bags, the store is not at a loss as they either make money on the sale of bags or they save
on the cost of giving away plastic bags (The Associated Press, 2007).
It is important to note that government policy and legislation also play a large role in
changing behaviour, as can been seen in the recent example of the city of San Francisco banning
plastic shopping bags, but due to time constraints, I did not explore this issue further in my
research (Cherrier, 2006; Goodyear, 2007).
Zehrs Markets: Plastic vs. Reusable Bags
Zehrs Markets, in Beechwood Plaza, Waterloo, Ontario, was chosen to determine if and how
social marketing tools could be applied to a local example to identify and make
recommendations to overcome the barriers to behaviour change in respect to plastic bag usage.
Since the barriers that impede behaviour change vary significantly depending on the situation, it
was necessary to assess the specific barriers that impede shoppers at Zehrs Markets from using
reusable grocery bags.
Zehrs Markets sells their own reusable bags in the store for an affordable price of 99 cents per
bag (see Appendix D-2). The PC Green Reusable Shopping Bags are made from 100% PET
(polyethylene terephthalate) with 85 percent of them composed of post-consumer recyclables
(for strength and integrity, 15 percent of the material is virgin PET). Moreover, the bags are
completely recyclable, including the handles, tags, and threading. After its useful life of
approximately one year of shopping or 50 shopping trips, consumers are encouraged to return the
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bags to the store to be re-recycled into more reusable bags. Using one PC Green Reusable
Shopping Bag weekly is estimated to divert 100 plastic shopping bags from landfills every year
(CNW Group/President's Choice, 2005).
Zehrs also rewards customers when they use the bags by giving them 50 PC points per
reusable bag or bin when they pay with their PC Financial MasterCard or bank card. The 50 PC
points that are awarded equate to 5 cents per reusable bag since 20,000 PC points equals $20
cash back. Customers can collect points using any type of reusable bag or bin, including bags or
bins from competitors (CNW Group/President's Choice, 2005).
Relevance
The barriers and social marketing tools that are identified, and the methods used in my work
may also be applied to any situation where there is a sustainable behaviour that is desired but not
occurring; if knowledge and sustainable attitudes can be aligned with sustainability and the other
barriers are identified, they may be overcome using the social marketing tools, resulting in
sustainable actions on the part of the individuals.
Moreover, the practice of re-use is under-studied in many environmental education programs
and as of yet, is not highly recognized (Medley, Zhou, & Condon, 2006). I hope that my work
will shed more light on this field of study.
Furthermore, my recommendations for Zehrs, if successfully implemented, should increase
shoppers’ use of the reusable shopping bags. My findings could also be used as a model for other
grocery and retails stores who wish to eliminate or reduce their plastic bag use. If implemented,
the decrease in the use and production of plastic bags would not only benefit the environment,
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but the stores as well, as they profit on reusable bag sales and save of the cost of plastic bags
(The Associated Press, 2007).
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METHODS
Examine the Existing Literature
Through an analysis of the existing literature I researched the barriers to environmental
behaviour change and methods to overcome the barriers. I focused on the findings of McKenzie-
Mohr (1999) and his community-based social marketing approach as well as some more
conventional, but less successful methods that are used to promote behaviour change. The
literature review provided me with an understanding of an effective approach to identify,
analyse, and overcome the barriers to behaviour change using social marketing tools so that I
could apply this knowledge to a local case study.
Questions addressed through an analysis of the current literature:
• How are knowledge and attitudes related to behaviour change?
• Are there other barriers that impede behaviour change? What are they?
• What social marketing tools can be used to remove the barriers?
Examine a Behaviour that is Resistant to Change through a Local Case Study
This case study focused on Zehrs Markets, in Beechwood Plaza, Waterloo, Ontario. Zehrs
Markets was chosen because it is a mid-range store when compared to competing grocery stores;
some stores provide only the basics and emphasize low prices while other stores emphasize high
quality. Zehrs is mid-range; it does not primarily focus on the lowest prices and provides some
services, but at the same time it is not a premium store in price or quality. Thus, it attracts a wide
range of shoppers.
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In 2005, they implemented a reusable bag program in the store and are currently trying to
promote the sale and use of their PC Green Reusable Shopping Bags (CNW Group/President's
Choice, 2005). Thus, I chose Zehrs Markets so that I could determine, through the literature and
my observations and surveys, how this program could be improved.
Focus Groups:
Although the literature recommends that focus groups be used to collect information, holding
focus group sessions would have been too expensive and too time consuming for this study.
Moreover, without any incentive to offer participants, it is unlikely that the study would have
attracted many willing volunteers. Although focus groups are a common approach used to
identify the barriers to behaviour change, the literature also advocates the use of surveys to
gather information and I felt that I could achieve satisfactory results by combining a survey with
my own observations.
Survey:
The survey was designed to assess shoppers’ knowledge and attitudes toward reusable and
plastic shopping bags and the environment. The survey prompts them to reveal any barriers that
they have encountered while using reusable bags or any barriers that currently prevent them from
using reusable bags at all.
The survey was designed for shoppers at Zehrs (see Appendix B) and it received ethics
clearance as well as for the recruitment materials (see Appendix A). I then approached the
managers at Zehrs to ask for their permission to conduct the surveys in the store (see Appendix
A-1). After receiving their permission, I took a position in the store and approached shoppers as
they passed by (see Appendix A-2). Shoppers had the option to fill out the survey by themselves
on a clipboard or have me go through it with them as an interview and record their responses.
23
Interviewing the respondents resulted in more in-depth answers since it is less time consuming
and is also easier to feel passionate about and elaborate through speech rather than writing. If
respondents wished, they also had the option to provide an email address or phone number on a
contact card (see Appendix A-3) and receive the survey by email or answer the questions
through a phone interview. All participants were provided with an information letter (see
Appendix A-4).
Questions addressed through observations and surveys taken at Zehrs:
• What attitudes do the shoppers have in regard to plastic and reusable shopping bags?
• What attitudes do the shoppers have in regard to the environment? Do the attitudes support
sustainability?
• Do shoppers have adequate knowledge of the problem of using plastic bags and the
alternatives that are available?
• At what frequency is the desired behaviour of using reusable shopping bags at Zehrs
occurring?
• What are the current barriers to using reusable shopping bags at Zehrs?
• Are the barriers internal or external?
• How can the barriers at Zehrs be overcome?
Personal Observations:
I also recorded my personal observations and experiences while shopping at Zehrs Markets,
in Beechwood Plaza. I observed and recorded how the reusable bags were displayed in Zehrs to
determine its effectiveness in increasing shoppers’ knowledge and fostering sustainable attitudes.
Also, I posed as a shopper with reusable shopping bags numerous times throughout the year and
recorded my observations and experiences. I also shopped without the reusable bags and used
24
plastic bags so I could compare and contrast any similarities, differences, advantages, or
inconveniences in regards to plastic vs. reusable bags.
Issues to be addressed through personal observations at Zehrs:
• The display for reusable grocery bags
• The period of practical learning
• The shopping experience with plastic vs. reusable bags
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RESULTS
Survey
In total, 62 Zehrs shoppers responded to the survey. Almost all of the respondents completed
the survey in the store, either by themselves or with me interviewing them. 5 respondents opted
to receive the survey by email and complete the survey at a later time and 0 respondents opted to
complete the survey by phone.
See Appendix B for the survey, Appendix C.1 for a summary of the results, Appendix C.2 for
a summary of the comments by respondents, and Appendix C.3 for charts and graphs.
Personal Observations
Purchasing the Reusable Bags
Over the last year, I had become solely responsible for completing my own grocery shopping.
Being overwhelmed with this new task as it was, I had never considered using reusable grocery
bags. If there was any, the reusable bags on the stands and in people’s carts went unnoticed as I
was more intent on my grocery list. But, after I chose to study the behaviour of using reusable
grocery bags, I suddenly felt that it was crucial that I buy and use the reusable bags. This is
because I felt the need to act consistent with my commitment to promote and encourage the use
of them though my research. So, the next time I went to Zehrs, I bought a PC Green Reusable
Shopping Bag, and soon after realizing that one bag was not enough to hold all of my groceries, I
bought 2 more. 3 bags have been more than sufficient for my grocery shopping needs.
Bringing the Reusable Grocery Bags to the Grocery Store
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When I first bought my reusable bags, I forgot to bring them with me the next time I went
shopping. I realized though, that because I live too far away to walk to the grocery store and I am
the only person who drives my car, I always take it whenever I go grocery shopping. So, I began
putting the bags in the backseat of the car after every use. I did forget to bring them into the store
with me two more times soon after that when I was in a rush, but now it has become a habit and I
haven’t forgotten since.
But there were, and still are times, when I don’t have any bags with me because I am with
someone else, in someone else’s car, and/or only picking up a few items from the grocery store.
I do feel guilty on those occasions where I have to use plastic bags, but since the 3 bags that I
already own are more than enough for my shopping, I do not, on my current budget, want to buy
more than I need when I do not have any with me on some occasions.
Shopping With Reusable Bags
After managing to remember to bring my bags with me to the grocery store, I realized that I
wasn’t quite sure where to put them while I shopped. If I put them in the bottom of my cart or
basket, they were soon buried under my groceries. Then, it would either be a rush to get them out
quick enough at the regular cash line so that they did not start using plastic to pack, or I would
have to dig for them at the self checkout line before I could begin scanning my groceries since
the computer requires that you “please place the item in the bag.” If I put them in the basket in
the cart, I would have nowhere to put my delicate items such as tomatoes, eggs etc. and I could
put them underneath the cart but that would require bending down, which is awkward and
inconvenient. Currently, my bags usually either end up buried or I have to hold on to them while
I shop. It is not very convenient.
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I do feel very guilty the times where I do not, for whatever reason, bring my bags. Almost
fearing that someone I know will see me without them because I am not acting consistently with
what I advocate. I feel good about myself when I shop with the reusable bags and hope that by
other people noticing me with them I am creating awareness.
So far, after almost a year of use, they still look clean and I have not had any problems with
leaky or sticky groceries since grocery stores provide small plastic bags for any of those items,
i.e. packages of meat.
I also found that I prefer the reusable bags to plastic for several reasons. Firstly, carrying a
heavy load of groceries is much easier on the hands with the wide straps of the reusable bags
instead of the thin plastic ones. Also, I find the rectangular shaped bottom easy to pack, and I
like that they fit more groceries than plastic bags so I do not have to carry as many. However,
they require more thought when packing, since they fit so much more; I have to make sure that
the heavier and less delicate groceries completely fill the bottom before I put the more delicate
items on top.
As a student, if it weren’t for my housemates shopping with plastic bags and bringing them
home, I would probably take a few plastic bags from the grocery store for garbage bags at home
because I dislike spending money on them when I can get them free. As it is, we always have
more than enough plastic grocery bags stockpiled at home even without my contribution.
At the Checkout Line
Although the reusable bags are available at the beginning of the conveyor belt, they are not
very visible as they are placed below the conveyor belt which is waist high. Moreover, there is
only a small sign with the only decipherable writing declaring them to be “99 cents.” So, from
the sign I realized how much these bags cost but learned nothing else since to read the rest I
28
would have to bend completely over or crouch on the ground. Moreover, the bags and the sign
are usually blocked by carts when people are unloading. Instead of a price tag, there is a small
cardboard tag attached to the bags with information printed on it but the font is very small and
hard to read. The tag does advertise what the bags are made of and how using one can reduce the
number plastic bags that enter our landfill. The information is specific and concise but is focuses
too much on what the bags are made of and that it is “Canada’s greenest shopping bag” (CNW
Group/President's Choice, 2005).
There is no verbal prompt from the cashier asking if you would like use plastic or purchase
reusable bags. If the cashier sees my reusable bags, they usually ask if me if I collect PC points
and add them to my bill, but on some occasions, I’ve had to remind them of their own policy.
They do use verbal prompts to remind customers to use their PC Financial MasterCard or bank
card to pay for their groceries so that they can collect points but they do not inform customers
that by using the reusable bags, they can earn even more points.
At the Self Checkout Line
When I first began my observations, the computer system did not recognize the green bags so
when I put them with the plastic bags, I always had to wait for cashier assistance so that the
number of reusable bags could be entered and the computer reset. This caused inconvenience,
delay, and frustration. However, the self-checkout line is supposed to be a faster alternative than
the regular cash lines.
Now, after introducing a new computer system in March, they have overcome that barrier of
inconvenience but introduced a new barrier. A shopper can now enter themselves, on the touch
screen of the computer, if they have any reusable bags. However, this new system does not
29
account for how many bags you have, thus it does not reward you with any PC points for using
the green bags whereas at the regular cash line, you are.
There is a rack to the left of the scanner where the plastic bags are conveniently available,
half open and ready to pack your groceries. However, there is no place to put the larger reusable
bags except for on top of the plastic ones. They tend to slide around on the plastic and flop and
slouch over since the support hooks for the plastic bags are too short for the reusable ones.
Moreover, if using the even larger green bins, there is no place except the floor to put them
unless you balance them precariously on top of the racks that hold the plastic bags. Putting them
on the ground is inconvenient since you have to bend down to load or pick up the bins.
The tower display stand for the reusable bags is close to the self checkout line, but there is no
sign or any kind of information provided; it is simply a rack that holds the bags. There is no price
tag and the only information that is provided is printed on the little tag attached to the bags.
Moreover, from far away there are no pictures or text to attract customers to the stand unless they
already intend to buy one.
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ANALYSIS
Demographics
Survey bias was minimized by including people of all age groups and genders for the survey.
Although an overwhelming majority of the respondents were female (see Appendix C-1,
Question 1), it is estimated that women determine 80% of all consumption and thus, play a chief
role in determining household consumption practices (Shah, 2008). Therefore, they are usually
the ones responsible for grocery shopping and decisions regarding the type of grocery bags used.
In regards to age, the number of respondents in each age group was distributed relatively evenly
(see Appendix C-1, Question 2). Thus, I believe that my sample group was representative of the
average Zehrs shopper.
83% of respondents always or frequently shop at Zehrs (see Appendix C-1, Question 3) so
they should have been exposed to Zehrs’ efforts to promote their reusable bag program.
Moreover, they should have encountered similar external barriers when using reusable grocery
bags.
Knowledge & Attitudes - the Environment & Plastic Bag Use
82% of respondents said that plastic grocery bags have a significant negative impact on the
environment (see Appendix C-1, Question 4) and 94% think that the use of plastic grocery bags
should be reduced in grocery stores (see Appendix C-1, Question 6). Of that 94%, 31% said that
plastic grocery bags should be completely eliminated from grocery stores while 51% said that
although free plastic grocery bags should be eliminated, they should still be offered to customers
for purchase (see Appendix C-1, Question 7). Moreover, the respondents in support of a
31
reduction of plastic bags in grocery stores supplied comments that were very proactive (see
Appendix C-2.1); many respondents suggested that charging for plastic bags or eliminating them
completely would be the only way to effectively reduce plastic bag use.
It is evident that the majority of people’s knowledge and attitudes are in line with the desired
behaviour of using reusable bags; they believe that the behaviour of using plastic bags is harmful
to the environment and unsustainable and that efforts should be made to reduce or eliminate this
behaviour. Consequently, there must be other barriers that are impeding behaviour change other
than knowledge and attitudes.
Knowledge – Prevalence of Reusable Bags & Zehrs’ Reusable Bag Program
90% of respondents said that they have seen the reusable bags on display at Zehrs (see
Appendix C-1, Question 5) and 92% have seen other shoppers using reusable bags in the store
(see Appendix C-1, Question 9). Thus, the majority of people are aware that the reusable bags
exist as an alternative to plastic bags. However, the fact that 10% of respondents did not see the
reusable bags on display means that their placement needs to be more effective. Moreover,
although 92% of shoppers have seen other people using the bags, in order for this behaviour to
be seen as a norm, 100% of shoppers should be aware of them and see people using them every
time they go shopping since in order to be effective, a norm must be visible. Moreover, shoppers
often encounter confused cashiers and baggers at the checkout line when using reusable bags and
are not always rewarded with the PC points for their bags. Thus, the cashiers and baggers do not
give shoppers the impression that using a reusable bag is the norm.
42% of respondents were aware that you can collect 50 PC points for every reusable grocery
bag every time you shop at Zehrs (see Appendix C-1, Question 23) but only 29% have a PC card
32
with which to collect the points (see Appendix C-1, Question 22). Thus, although this program is
intended to provide an incentive to use the reusable grocery bags and the PC Financial
MasterCard or bank card, it only applies to those who already own a card and/or reusable bags; it
does not target or reward the majority of shoppers at Zehrs, who aren’t aware of the program and
don’t have a points card.
Behaviour - Usage of Reusable Bags
85% of people surveyed owned one or more reusable bags or bins (see Appendix C-1,
Question 10) with an average of 7 bags per person (see Appendix C-1, Question 12). The bags
were purchased from a variety of stores but 74% had one or more bags from Zehrs (see
Appendix C-2.4). Thus, Zehrs is impacting people’s purchasing decisions by encouraging them
to use their reusable bags.
31% of respondents use the reusable bags only for grocery shopping and 63% use them for
other purposes as well (see Appendix C-1, Question 14). Respondents listed a variety other uses
for their reusable bags including general transportation, carrying items, at the gym, shopping,
storage etc. (see Appendix C-2.5). Thus, it seems that the respondents are using their reusable
bags to replace plastic bags in instances other than grocery shopping. This transference of
behaviour could significantly benefit the environment if the usage of reusable grocery bags over
plastic increases.
40% of reusable bag owners said that they bring their bags with them grocery shopping
almost every time while 23% always bring them, 10% rarely bring them, and 2% never bring
them (see Appendix C-1, Question 15). Thus, although the majority of respondents own reusable
bags (see Appendix C-1, Question 10), for most reusable bag owners, the use of the bags has not
33
become a permanent habit.
Attitudes – Reusable Bags vs. Plastic
87% of respondents reported a positive feeling when using the reusable bags while 13%
reported neutral feelings and no respondents reported any negative results (see Appendix C-2.9).
Thus, overall, respondents who used them seemed satisfied with their reusable bags.
71% of respondents said that there were not any situations where they would prefer a plastic
bag over a reusable bag for their grocery shopping needs (see Appendix C-1, Question 8). Of
those who said that they would prefer plastic in some cases, over half listed situations such as
holding meat or sticky or leaky products (see Appendix C-2.2). But, plastic bags are already
provided in the meat department for that purpose. Since people usually dwell on the
inconvenience of practicing a sustainable behaviour such as reuse, it is interesting to note that
only 3% of respondents said that they would prefer plastic bags because they are more
convenient than reusable bags (see Appendix C-2.2).
Barriers
81% of respondents listed forgetting as their main reason for not bringing the reusable bags
and others listed various other barriers (see Appendix C-2.6). The problem is not a lack of
motivation to use the bags, but rather simply forgetting to bring them. It is interesting to note that
all of the additional barriers listed in this case were external and not internal; no respondent said
that they did not bring them because they did not want to use them or found them impractical to
use. Thus, the main barrier impeding the use of reusable bags is that people forget or for other
reasons can’t bring them with them to the store.
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Moreover, while 63% of respondents said that on average, all of their groceries fit into the
reusable bags and they do not need any plastic bags, 29% said that although they use reusable
bags for most of their groceries, they usually need a plastic bag or two to hold extra groceries or
for household purposes (see Appendix C-1, Question 17 & Appendix C-2.7). Thus, another
barrier that impedes the use of reusable bags is that people do not have enough or any reusable
bags on them. It is hard to predetermine how many bags you will need on any given shopping
trip and so people might not bring enough but not be willing to buy more reusable bags when
they already have some at home.
It seems that another barrier that inhibits the use of reusable bags is that 75% of respondents
use or need the plastic grocery bags for purposes other than grocery shopping (see Appendix C-
1, Question 18). The main uses for the plastic bags that were listed included using them for
garbage or picking up after pets (see Appendix C-2.7). Thus, the need for free plastic grocery
bags counteracts the desire to be environmentally friendly and use reusable bags. However, some
respondents listed that they recycle their plastic bags and that they pile up at home (see Appendix
C-2.7, Appendix C-2.8, & Appendix C-2.9). This combined with the fact that so many plastic
bags end up in landfills, waterways, etc. suggests that the actual need for plastic bags is
significantly lower than the amount obtained by grocery shopping. Moreover, if customers
received a monetary incentive to use their reusable bags, it would offset the extra money spent
on plastic bags for these household purposes.
56% of respondents said that they did not feel that they experienced any differences when
shopping with their reusable bags vs. the plastic bags. 29% listed advantages or pros to using
reusable bags and 15% listed disadvantages to or inconveniences that they experienced when
using reusable bags (see Appendix C-1, Question 20). In particular, one of the major
35
inconveniences listed was that the reusable bags are more time-consuming since they take longer
to pack (see Appendix C-2.8). All of the barriers that were listed were external and can be
remedied to improve ease of use.
Respondents who do not currently own any reusable bags were asked what might make
owning and using reusable shopping bags more appealing to them. One respondent said that they
weren’t aware of the reusable bags, and similarly, another respondent said that they never
thought about getting any (see Appendix C-2.3). These types of people lack awareness of the
situation but many not necessarily require a change in attitude. Another respondent said simply
that the idea doesn’t appeal to them at all while another respondent suggested that the bags need
to have different design and size options (see Appendix C-2.3). One respondent said that the
reusable bags would have to be made mandatory, and another respondent said that they value the
utility of the free plastic bags above the environmentally friendly reusable ones (see Appendix C-
2.3). A respondent also listed that the price of the reusable bags might be a concern as well as the
fact that they do not themselves shop for groceries very often (see Appendix C-2.3). Thus, it
seems that there are a variety of barriers including a lack of knowledge, attitudes, incentives, and
convenience in regards to the reusable bag program at Zehrs.
36
RECOMMENDATIONS
Knowledge & Attitudes
Currently, there are shoppers who are not equipped with knowledge and attitudes that
promote and align with sustainable behaviour and reusable bag use. In the store, it is
recommended that a display with information be utilized, next to the stand holding the reusable
bags for sale. The display and stand should be in two locations to reinforce the message; one
stand should be located in the entrance of the store so all customers pass by it on their way in and
can consider the information while shopping. An identical, second stand should be placed next to
the self-checkout and cashier lines. The second stand would also act as a visual prompt for
customers to purchase and/or use the bags for their groceries when they pay. On the colourful
display, there should be relevant, meaningful, and specific information regarding the impact of
plastic bags on the environment and how much grocery shopping and/or retail shopping
contribute to plastic bag waste. Also, there should be information on how reusable bags can help
the situation, what the PC Green Reusable Shopping Bags are made of, how much they cost, and
how to incorporate them your shopping routine so that bringing them and using them become a
habit. For example, shoppers should be encouraged to put them in the car after shopping or to
carry a small compactable bag in their purse. However, the stand should not contain an
overwhelming amount of information or shoppers will not stop to read it. Instead, the writing
should be concise, clear, and simple with pictures and diagrams serving as aids. If customers
wish to learn more, a free pamphlet should be provided on the stand so that customers can take
one home to read at their own leisure.
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Commitment
Currently, shoppers do not make any kind of commitment that would increase the likelihood
of them purchasing and/or using the reusable grocery bags over the plastic ones. Even if they
purchase the reusable bags, there is no prior commitment that they must behave consistently with
by actually bringing and using the bags. I recommend running a promotion where shoppers are
encouraged to take the “bag-it green” challenge, where people sign on to the challenge publicly
and commit to bringing the reusable bags with them when they shop. When encouraging people
to sign on to the challenge, shoppers should first be asked if they would like to incorporate
sustainable behaviour into their life so that they are more likely to see the challenge as consistent
with their beliefs. Then, people taking part in the challenge must sign the “green wall” along
with all the other participants’ signatures. The wall should be bright green with the signatures in
a variety of colours and displayed near the entrance of the store. The “green wall” would be
representative of shoppers’ commitment to do their part by bringing their reusable bags with
them all the time.
Moreover, they should intensify the promotion of the “bag-it green” challenge throughout the
busy winter holiday season and after New Year’s when people are committing to new
resolutions. On Earth Day and other holidays they could increase shoppers’ awareness of the
program by offering ten times the PC points on all the groceries that they pack into their green
bags on those days.
Incentives
Shoppers frequently shop at the same grocery stores (see Appendix C-1, Question 3), but an
incentive should apply to any shopper and not just those who are patrons of Zehrs and have a PC
38
Financial MasterCard or bank card. All customers should have the option to either receive 5
cents off their grocery bill or 50 PC points per reusable bag. Since Zehrs already offers 50 PC
points per reusable bag, and 50 PC points equals 5 cents, 5 cents should be offered as a rebate to
all customers. If Zehrs feels that they really want to promote their PC points program with the
reusable bag program, they could either offer non-PC customers a few cents less back than point
collectors or offer additional bonus points to PC point collectors.
Although the store could charge for plastic bags, unless the competition follows suit, they
might potentially lose business to stores that still offer free bags since some people like to use
them at home. If people are aware of the cash back option, though, it might help attract
additional customers to the store.
Prompts
Currently, there are no prompts in place except for the inadequate visual prompt of the
display stand and green bags below the conveyor belt. As previously mentioned, the display
stand should be accompanied by the colourful information display. Also, the bags at the checkout
lines should be placed closer to eye level with the price visible next to it.
The cashier should ask shoppers if they would like to purchase green bags today and receive 5
cents off per bag on their groceries every time and/or the bagger should ask customers if they
have their reusable bags with them today. This would be effective since reminder prompts, when
paired close to the desired behaviour are effective in reminding people to engage in sustainable
behaviours (McKenzie-Mohr, 1999).
Norms
39
If reusable bags entered the mainstream, people would realise the benefits to using them and
that plastic bags are not the norm. As previously suggested, cashiers and baggers should prompt
customers to buy and/or use the reusable bags so that customers think that using the reusable
bags is the norm. Although it is hard for behaviour to become the norm without first changing
the desired behaviour, the employees and set-up of the store can contribute by making the
desired behaviour more visible and convenient while at the same time making the alternative
behaviour inconvenient.
Thus, Zehrs should also put up simple and colourful banners promoting the fact that we need
to respect the earth and be responsible for our actions. If the store promotes this, people might
behave accordingly to maintain consistency between themselves and the ideals of the store they
frequently shop at.
Also, if Zehrs were to hire well-established and credible figures to promote the use of
reusable bags in their advertising campaigns, it would increase the success of their program
(McKenzie-Mohr, 1999).
To be effective, norms need to be internalized by people. That is, people need to view the
behaviour which the norm prescribes as the way they “should” behave (McKenzie-Mohr, 1999).
So, by making environmentally friendly behaviour the norm and the right way to behave when
shopping, people will internalize this norm and the act of using reusable bags will follow.
Communication
As previously mentioned, communication must be increased through the information display,
banners, and employees. The messages on the information display must be vivid, personal, clear,
specific, and concrete. Although the information regarding the impact of plastic bags on the
40
environment might seem threatening, it will be effective if the message is paired with specific
suggestions regarding what actions the individual can take to contribute to sustainability. These
steps should be easily outlined so that people to remember what to do, and how and when to do
it.
Also, as previously mentioned, cashiers, baggers, and all employees at Zehrs must be
supportive of these sustainable activities. Moreover, cashiers and baggers should frame their
messages to emphasize the savings that shoppers are missing out on by not using the reusable
bags. Also, shoppers should be encouraged to get friends and family members to take the “bag-it
green” challenge by rewarding them with PC points if they get others to sign up. There should
also be a person standing by the information display stand to assist shoppers in signing up for the
challenge and to answer any additional questions.
Also, Zehrs should use community involvement to promote the use of the reusable bags. All
of the Zehrs stores in Canada should compete against each other to see which city uses the least
amount of plastic bags per sales. The winning store could donate to a local cause as voted by
customers who use the reusable bags.
Every month feedback should be provided on how much progress the store has made; i.e. how
many members are currently in the “bag-it green” challenge, how much plastic bag use has
decreased or sustained, etc.
Convenience
Customers should be able to rent reusable bags if they forget their own. The cost to rent a bag,
99 cents, should be the same as purchasing one for two reasons; first, the cost of buying a bag is
so low that charging the same price for renting one will not unduly burden the customers.
41
Secondly, the customers will receive their 99 cent deposit back once they bring the bag back
minus a 10 cent service charge. However, the 10 cent service charge balances out to only a 5 cent
charge for the shopper since they will receive a 5 cent rebate by using the bag. Thirdly, if the
deposit price to rent is the same as the price to buy, the store will not have to waste resources
tracking down rented bags that were not returned. Moreover, the “rent-a-green-bag” program
will more than pay for itself as the store receives more profit by renting out a bag several times
than selling it once. The proceeds can contribute to the cost of washing the rental bags so
customers are always guaranteed to receive a clean bag. Thus, this program will encourage the
use of reusable bags even if customers forget theirs at home because if they already have enough
bags at home they can rent one instead of buying an unnecessary number of bags. All rental bags
will have a tag attached to them so the customer does not have to remember to bring a receipt
when they bring the bag back. Thus, if people forget or don’t bring enough bags, they can rent a
bag rather than purchase it so they don’t end up buying an unnecessary amount of bags.
In regards to the self checkout line, there should be a larger space on the rotating bag rack
specifically designed to put your green bags or bins. Furthermore, shoppers must be able to enter
in how many bags they have so that they can receive PC points or the 5 cent discount.
Also, to make carrying the bags around the store more convenient, hooks should be added to
the sides of grocery baskets and carts so that people can clip their bags on.
Finally, the bags should come in different sizes as well as in a compactable version mainly for
students and people who shop spontaneously or don’t use cars when grocery shopping.
The Future of Plastic Bags
If plastic bags are to be banned in the future from grocery stores, there must be a suitable
42
replacement available for purchase for household purposes. Since people used the cheap, flimsy
plastic bags that were free and readily available for disposing of garbage and pet waste,
alternatively, a similarly flimsy and cheap plastic bag could be marketed at a reasonable price to
soothe angry customers once the free plastic grocery bags are eliminated. Moreover, people will
use these bags frugally and not waste them or throw them out needlessly due to cost.
43
CONCLUSION
If implemented, my recommendations should remove the barriers that currently impede
shoppers from buying and using reusable grocery bags at Zehrs Markets. The recommendations
address the barriers that are specific to using reusable bags and because I used the social
marketing tools collectively, the impact on the results will be more substantial. My
recommendations involve direct contact with the shoppers at Zehrs and specifically address their
needs (McKenzie-Mohr, 1999). Before implementing my recommendations, a pilot should be
conducted in one of the stores so that the impacts of the changes can be evaluated and revisions,
if necessary, can be made. Once the pilot is proven to be effective, the strategy can be fully
implemented in all Zehrs Markets. If implemented, my recommendations should increase the
effectiveness of Zehrs’ reusable bag program; the sale and use of reusable grocery bags should
increase and the production and distribution of plastic bags should decrease, resulting in cost-
savings for the store as well as reducing the negative impact of plastic bags on the environment.
The condensed results of this report will be shared with the managers of Zehrs in return for
their co-operation so that, if they choose, they can execute my recommendations and boost the
success of their reusable bag program.
44
REFERENCES:
The Associated Press. (2007, September 18). U.S. Retailers push reusable bags to save money
and the environment. International Herald Tribune.
Cherrier, H. (2006, September). Consumer identity and moral obligations in non-plastic bag
consumption: a dialectical perspective. International Journal of Consumer Studies, 30(5),
515-523.
CNW Group/President's Choice (2005, April 16). Loblaw plans to eliminate at least one-billion
plastic bags from Canada's landfills this year. Retrieved January 4, 2008, from
http://www.newswire.ca/en/releases/archive/April2007/16/c5285.html
Goodyear, C. (2007, March 28). S. F. first city to ban plastic garbage bags. San Francisco
Chronicle, p. A1.
Health Canada. (2005, July 7). What is social marketing. Retrieved September 22, 2007, from
http://www.hc-sc.gc.ca/ahc-asc/activit/marketsoc/whatis-qui_e.html
McKenzie-Mohr, D. (1999) Fostering sustainable behaviour: An Introduction to Community-
based social marketing. Retrieved September 18, 2007, from
http://www.cbsm.com/members/world.lasso?user=091707.914759807590915760
Medley, K.E., Zhou, Y., & Condon, D. (2006). Shared learning: Feminist student research on
household reuse behaviour. Journal of Geography, 105, 209-215.
Memery, J., Megicks, P., & Williams, J. (2005). Ethical and social responsibility issues in
grocery shopping: a preliminary typology. Qualitative Market Research: An International
Journal, 8(4), 399-412.
Rhein, J. (2007, August 10). Eco-friendly shopping bags: Not necessarily cheap. Gadling: The
45
Traveller’s weblog. Retrieved September 22, 2007, from
http://www.gadling.com/2007/08/10/eco-friendly-shopping-bags-not-always-cheap/
Sage Green. Wise enough to save the environment. Retrieved September 22, 2007, from
http://www.environmentbags.com/index.html
Shah, G. (2008). Brands catch Female Fever; pitch women’s only products. Retrieved March 1,
2007, from http://www.livemint.com/2008/02/25235657/Brands-catch-Female-Fever-pit.html
York Centre for Applied Sustainability. Introduction for social marketers. Retrieved September
18, 2007, from http://www.toolsofchange.com/english/introductions/social.asp
Williamson, L.J. (2003, summer). It's not my bag, baby! Natural Resources Defence Council.
Retrieved October 1, 2007, from http://www.nrdc.org/onearth/03sum/bag.asp?r=n
46
APPENDIX
Appendix A: Recruitment Materials Appendix A-1: Request for Permission Script Hello, my name is Allison Reiss. I’m a 4th year student in the Department of Environment and Resource Studies at the University of Waterloo and am currently working on my thesis. I’m studying the barriers to environmental behaviour change and how to overcome them. Specifically, I’m focusing on behaviour change with respect to plastic grocery bag usage in Zehrs stores and would like to recruit participants for a survey outside or inside your store. This research will hopefully lead to a better understanding of behaviour change and may eventually be used to encourage socially responsible initiatives with respect to plastic bag usage. I would like to assure you that this study will be reviewed and received ethics clearance through the Office of Research Ethics and the final decision about participation will be up to the participants. Interested participants will have the option of completing the questionnaire on the spot, by email, or telephone. If you are interested, I have a copy of the survey that I will be using, my recruitment materials, and my thesis proposal. Thank you for your time. Appendix A-2: Verbal Recruitment Script Hello, my name is Allison Reiss and I am a 4th year student in the Department of Environment and Resource Studies at the University of Waterloo. I am studying the barriers to environmental behaviour change and how to overcome them and I am recruiting participants. This research will hopefully lead to a better understanding of behaviour change and may eventually be used to encourage socially responsible initiatives with respect to plastic bag usage. If you volunteer as a participant in this study, you will be asked to answer some questions regarding your shopping experiences. The survey or interview session should take approximately 5 minutes of your time. I would like to assure you that this study has been reviewed and received ethics clearance through the Office of Research Ethics. However, the final decision about participation is yours. If you are interested in participating you can complete the questionnaire now, or if you provide your phone number or email I can ask the questions by phone or send them to you by email. Thank you. Appendix A-3: Contact Card Name Email or Phone Number Best Days and Times to Contact ______________________________________________________________________________ ______________________________________________________________________________
47
Appendix A-4: Information Letter University of Waterloo March 14, 2008 Dear Zehr’s Customer: This letter is an invitation to participate in a study I am conducting for my thesis at the University of Waterloo. My project advisor is Professor Sally Lerner. I would like to provide you with more information about this project and what your involvement would entail if you decide to take part. I am studying the barriers to environmental behaviour change and how to overcome them. This research will hopefully lead to a better understanding of behaviour change and may eventually be used to encourage socially responsible initiatives with respect to plastic bag usage. Participation in this study is voluntary. It will involve a survey of approximately 5 minutes in length. If you are interested in participating you can complete the questionnaire now, or if you provide your phone number or email I can ask the questions by phone or send them to you by email. You may decline to answer any of the interview questions if you so wish. Further, you may decide to withdraw from this study at any time by advising the student researcher. All information you provide is considered completely confidential. Your name or any other personal identifying information will not appear in the thesis; however, with your permission anonymous quotations may be used. Notes collected during this study will be retained for 2 months in a secure location and then destroyed. Even though I may present the study findings to the class, only the project advisor and I will have access to the data which does not include personal identifying information. There are no known or anticipated risks to you as a participant in this study. If you have any questions regarding this study, or would like additional information to assist you in reaching a decision about participation, please contact me by email at [email protected]. You can also contact my course instructor, Professor Sally Lerner, at 519-888-4567 ext. 33060 or email at [email protected]. I would like to assure you that this study has been reviewed and received ethics clearance through the Office of Research Ethics at the University of Waterloo. However, the final decision about participation is yours. If you have any comments or concerns resulting from your participation in this study, please contact this Office at 519-888-4567 Ext. 36005. I very much look forward to hearing from you and thank you in advance for your assistance in this project. Yours Sincerely, Allison Reiss
48
Appendix A-5: Feedback Letters for Respondents Appendix A-5.1: General Feedback Letter for Respondents
Thank you for participating in my survey! Your feedback is extremely valuable. If you would like a copy of the results, please provide an email address below: ________________________________________________________________________ If you have any general comments or questions related to this study, please contact Allison Reiss, department of environment and resource studies, [email protected] I would like to assure you that this study has been reviewed by, and received ethics clearance through, the Office of Research Ethics. If you have any concerns regarding your participation in this study, please contact Dr. Susan Sykes, Director, Office of Research Ethics at [email protected] or 519-888-4567 Ext. 36005. Appendix A-5.2: Feedback Letter for Email Respondents
Thank you for participating in my survey! Your feedback is extremely valuable. If you would like a copy of the results, they will be sent to you by email at the address you provided on the consent form. If you have any general comments or questions related to this study, please contact Allison Reiss, Department of Environment and Resource studies, [email protected] I would like to assure you that this study has been reviewed by, and received ethics clearance through, the Office of Research Ethics. If you have any concerns regarding your participation in this study, please contact Dr. Susan Sykes, Director, Office of Research Ethics at [email protected] or 519-888-4567 Ext. 36005.
49
Appendix B: Survey
Survey – Reusable vs. Plastic Grocery Bags
1) Please check one. Male Female 2) Please check one. Age Group: 18‐24 35‐44 55+
25‐34 45‐54 3) How often do you shop at Zehrs vs. other grocery stores?
a) Always b) Frequently c) Sometimes d) Rarely e) Never
4) How would you rate the impact of the use of plastic grocery bags on the environment? a) No impact b) Minor negative impacts c) Significant negative impacts
5) Have you seen the reusable grocery bags on display at Zehrs? a) Yes b) No
6) Do you think that the use of plastic grocery bags should be reduced in grocery stores? a) Yes b) No Please explain _______________________________________________________________
7) If yes, do you think that plastic grocery bags should be eliminated completely from grocery stores? a) Yes b) No c) Free plastic grocery bags should be eliminated but still offered to customers to purchase
8) Are there any situations where you would need/prefer a plastic vs. reusable bag for your grocery shopping needs? ___________________________________________________________________________
9) Have you seen other people using reusable grocery bags in Zehrs? a) Yes b) No
10) Do you currently own any reusable grocery bags? a) Yes b) No
11) If no, is there anything that might make owning and using reusable shopping bags more appealing to you?
50
___________________________________________________________________________ ___________________________________________________________________________
*If you answered “no” to Question 10, you are done the survey. Thank you for your time!
12) How many reusable bags do you own? _______________ 13) From what store(s) did you purchase them from? Or how did you obtain them?
___________________________________________________________________________
14) What do you use the reusable bags for? a) Only grocery shopping b) Grocery shopping and other ________________________________________________ c) Only other ______________________________________________________________ d) I never use them
15) On average, how often do you bring reusable bags with you when you are grocery shopping? a) Every time b) Almost every time c) Frequently d) Sometimes e) Rarely f) Never
16) If you do not bring your reusable grocery bags with you, what are the most common reasons for that? ___________________________________________________________________________ ___________________________________________________________________________
17) On average, when shopping with reusable bags, do all of your groceries fit? a) I use reusable bags for all of my groceries b) I use reusable bags for most of my groceries as well as one or more plastic bags c) I use reusable bags for some of my groceries as well as plastic bags
18) Do you use/need plastic grocery bags for other purposes? ___________________________________________________________________________
19) If yes, what are your common uses for them? ___________________________________________________________________________
51
20) Are there any differences in your experience at the checkout counter or in the store with/without a reusable bag? Any difficulties or advantages? ___________________________________________________________________________ ___________________________________________________________________________
21) How does it make you feel when you use reusable grocery bags?
______________________________________________________________________________
22) Do you collect PC points? a) Yes b) No
23) Were you aware that you collect 50 PC points for every reusable grocery bag every time you shop at Zehrs? a) Yes b) No
24) General Comments ___________________________________________________________ ___________________________________________________________________________
THANK YOU FOR YOUR TIME!
52
Appendix C: Results Appendix C-1: Summary of Results
53
Question Answer Number of Respondents
Percentage of Respondents
(%)
Graph/Chart
1) Are you Male or Female?
Male 18 29 See Appendix C-3.1 Female 44 71
2) What age group are you in?
18-24 12 19 See Appendix C-3.2 25-34 10 16
35-44 19 31 45-54 12 19 55+ 9 15
3) How often do you shop at Zehrs vs. other grocery stores?
Always 25 40 See Appendix C-3.3 Frequently 27 43
Sometimes 7 11 Rarely 4 6 Never 0 0
4) How would you rate the impact of the use of plastic grocery bags on the environment?
No impact 3 5 See Appendix C-3.4 Minor negative impacts 8 13
Significant negative impacts
51 82
5) Have you seen the reusable grocery bags on display at Zehrs?
Yes 56 90 No 6 10
6) Do you think that the use of plastic grocery bags should be reduced in grocery stores?
Yes 58 94 See Appendix C-3.5 No 4 6
*See Appendix C-2.1 for comments
7) If yes, do you think that plastic grocery bags should be eliminated completely from grocery stores?
Yes 18 31 See Appendix C-3.5 No 10 17
Free plastic grocery bags should be eliminated but still offered to customers for purchase
29 50
Undecided 1 2 8) Are there any situations where you would need/prefer a plastic vs. reusable bag for your grocery shopping needs?
Yes 18 29
No 44 71
*See Appendix C-2.2 for comments
9) Have you seen other people using reusable grocery bags in Zehrs?
Yes 57 92 No 5 8
10) Do you currently Yes 53 85 See Appendix
54
own any reusable grocery bags?
No 9 15 C-3.6
11) If no, is there anything that might make owning and using reusable shopping bags more appealing to you?
*See Appendix C-2.3 for comments
12) How many reusable bags do you own?
Mean 7 bags See Appendix C-3.6 Median 6 bags
Mode 6 bags 13) From what store(s) did you purchase them from? Or how did you obtain them?
*See Appendix C-2.4 for comments
14) What do you use the reusable bags for?
Only grocery shopping 16 31 See Appendix C-3.7 Grocery shopping and
other 33 63
Only other 1 2 I never use them 2 4 *See Appendix C-2.5 for comments
15) On average, how often do you bring reusable bags with you when you are grocery shopping?
Every time 12 23 See Appendix C-3.8 Almost every time 21 40
Frequently 6 12 Sometimes 7 13 Rarely 5 10 Never 1 2
16) If you do not bring your reusable grocery bags with you, what are the most common reasons for that?
*See Appendix C-2.6 for comments
17) On average, when shopping with reusable bags, do all of your groceries fit?
I use reusable bags for all of my groceries
33 63 See Appendix C-3.9
I use reusable bags for most of my groceries as well as one or more plastic bags
15 29
I use reusable bags for some of my groceries as well as plastic bags
2 4
N/A – don’t use them 2 4 18) Do you use/need plastic grocery bags for other purposes?
Yes 38 75
No 13 25
55
Appendix C-2: Summary of Survey Comments Appendix C-2.1 6) Do you think that the use of plastic grocery bags should be reduced in grocery stores? Answer
a) Yes b) No Comments • all stores should charge per plastic bag
• make people pay for them every time • stores should charge for plastic • charge money, but should still be available • plastic should be offered for purchase but phased out • free or purchase • but should be available • by bringing the reusable bags • I think they should be banned • should be banned • there are other alternatives
• biodegradable would deal with packaging… which is bigger volume • use of plastic grocery bags reduces my need to purchase plastic bags
19) If yes, what are your common uses for them?
*See Appendix C-2.7 for comments
20) Are there any differences in your experience at the checkout counter or in the store with/without a reusable bag? Any difficulties or advantages?
No Difference 27 56 Reusable bags have advantages
14 29
There are disadvantages to reusable bags
7 15
*See Appendix C-2.8 for comments
21) How does it make you feel when you use reusable grocery bags?
*See Appendix C-2.9 for comments
22) Do you collect PC points?
Yes 15 29 No 37 71
23) Were you aware that you collect 50 PC points for every reusable grocery bag every time you shop at Zehrs?
Yes 22 42 No 30 58
24) General Comments *See Appendix C-2.10 for comments
56
• many times you buy 1 or 2 items, no bag should be used • I have been using my own bags at no frills for years • Cashiers should be trained on how to use plastic bags sparingly (I sometimes get one or two items in a bag), ask if customers would like to buy reusable bags, or ask if a bag is required at all if only a few things are being purchased. Also, having to pay for plastic bags like in Food Basics really makes people think about whether or not they need one. Sometimes you may not have enough reusable bags for everything and using boxes can be awkward as they’re different sizes. • I think that any effort to improve the environment should be implemented. Even though it may be a small effort, when combined, I think it could have a large, positive effect on the environment. • As long as you provide the option of using plastic bags, there will always be a percentage of consumers who will gravitate to using them. If you eliminate the option, the choice is limited to using only reusable bags and while initially there will be negative feedback from consumers, if all grocery stores are legislated to not have plastic bags available, consumers will transition quickly and use reusable ones.
Appendix C-2.2 8) Are there any situations where you would need/prefer a plastic vs. reusable bag for your grocery shopping needs? Answer
a) Yes b) No Analogous Comments
• 7 respondents said that they would need/prefer a plastic bag to hold meat • 3 respondents said that they would need/prefer a plastic bag for leaky or sticky products • 2 respondents said that they would need/prefer a plastic bag because it is more convenient to use plastic
• 42 respondents simply said no
Additional Comments
• yes • if its raining, too much volume • if forget my reusable ones • if only picking up a few items • for last minute purchases
• box is better than reusable bags • Initially thought plastic would be good for meat products, however, special reusable bags could be used
57
• plastic bags are “worry free,” don’t get dirty • plastic bags are handy because they are disposable
primarily for meat products and be just as effective.
Appendix C-2.3 11) If no, is there anything that might make owning and using reusable shopping bags more appealing to you? Comments • didn’t even know about them
• Never thought about getting any. Will need to remember to bring them each week. • cool designs and options for different sized bags • make them mandatory • no because of the value I place on free plastic bag and the prevention on the need to produce bags I would have to buy for household purposes • no, doesn’t appeal to me • Well, my dad purchased at least one reusable bag, but I personally don’t own any. The primary reason for this is because I’m not the primary grocery shopper in my house. However, when I move out on my own next year, I might be persuaded to use the reusable bags, if they weren’t too expensive. I like to do things that are environmentally friendly, so if the bags were promoted as such, widely available, and were not too expensive, I would probably buy them.
Appendix C-2.4 13) From what store(s) did you purchase them from? Or how did you obtain them? Summary of Comments
• 15 respondents said that all their bags were from Zehrs • 14 respondents said that all their bags were from other stores • 24 respondents said that their bags were from a combination of Zehrs and other stores
Store Name/Other Number of Respondents Purchased Bags*
Sobeys 8 LCBO 6 Lululemon 2 Value Mart 2 Superstore 2 other 5 central meat market 1 Co-op 1 Cost-co 1 Dollar Store 1
58
Food Basics 1 Library 1 M&Ms 1 Thrifty’s 1 Tradeshows 1 UW bookstore 1 Whole foods 1 Zellers 1
Free Bags/Other* Canadian Tire 1 Loblaw’s 1 Telus 1 Zehrs 1 Gift 1 Homemade 2
* Only stores other than Zehrs are listed. Appendix C-2.5 14) What do you use the reusable bags for? Answer b) Grocery Shopping & Other c) Only Other Comments • 7 respondents said that they use the bags to carry
general items/for general transportation Many other respondents listed specific items that they use the bags to carry • 5 respondents listed clothes • 2 respondents listed wine/alcohol • 2 respondents listed books • 1 respondent listed lunch • 1 respondent listed shoes • 1 respondent listed equipment • 1 respondent listed stuff to school • 1 respondent listed wine bottles (to recycle) • 4 respondents listed that they use the bags when going to the gym • 4 respondents listed that they use the bags when going shopping • 4 respondents listed that they use the bags for everything • 4 respondents listed that they use the bags at the farmer’s market • 3 respondents listed that they use the bags for
• 1 respondent listed that they use the bags only at Cost-co
59
packing/travelling • 3 respondents listed that they use the bags for miscellaneous • 2 respondents listed that they use the bags for work • 2 respondents listed that they use the bags at the LCBO • 1 respondent listed that they use the bags at the library • 1 respondent listed that they use the bags for gift wrapping Many other respondents listed specific items that they use the bags to store • 1 respondent listed CDs • 1 respondent listed sewing • 1 respondent listed stuff in car
Appendix C-2.6 16) If you do not bring your reusable grocery bags with you, what are the most common reasons for that? Comments 42 respondents said that they forgot to bring the bags
They also listed additional reasons such as: • The grocery shopping trip was unplanned and so they didn’t have the bags on them – 4 respondents • if they forget them, they buy more – 2 respondents • Not caring enough • Not going to the store from home • On foot while the bags were in the car • Forgetting them in the car • Didn’t have time to go home and get them before shopping • Inconvenience • Forgot to put them in the car • bags are currently used to hold CDs
60
10 respondents listed other barriers to why they didn’t use the bags These reasons included: • In another car – 3 respondents • Someone else was using them • on my way somewhere and bags weren’t in car • went somewhere else first • Quick purchase • Shopping spur of the moment • Use plastic for other purposes
Appendix C-2.7 19) What are your common uses for plastic bags if used for other purposes? Comments • Garbage – 24 respondents
• Dog – 10 respondents • Lunches – 4 respondents • Traveling – 2 respondents • shoes when travelling • dirty boots • other activities • carrying other stuff • recycling newspapers • recycling • cat litter box • diaper disposal • wet clothing • giving things away • work • don’t use them, but do recycle them
Appendix C-2.8 20) Are there any differences in your experience at the checkout counter or in the store with/without a reusable bag? Any difficulties or advantages? Comments 27 respondents said that they found no difference
14 respondents found advantages to reusable bags over plastic bags such as: • better/easier to pack – 8 respondents • hold more with less bags/are bigger – 5 respondents • are sturdier – 2 respondents
61
• easier to carry – 2 respondents • don’t hurt your fingers • get bonus points on PC • quicker to pack • stand up better • can reduced plastic bags at home with reusable bags, baggers try to make more efficient use of space then with plastic bags • I feel I'm making a positive contribution to help save/improve our environment 7 respondents found disadvantages to reusable bags over plastic bags such as: • take more time to pack – 2 respondents • tougher to pack using existing check out set-up (i.e. racks of bags in the way) • I frequently use the self-scan checkout and did have problems with placing bags on the scale before scanning any groceries, but that has been solved. I also had some cashiers at the beginning that did not add my points when using a PC card, but that was probably just because it was the start of the initiative. • for reusable bag, you have to tell the cashier in advance • Usually have to explain that I can pack everything into the reusable bags - the cashiers often want to give me plastic as well. Self-checkout makes it more difficult as well.
Appendix C-2.9 21) How does it make you feel when you use reusable grocery bags? Comments 41 respondents listed a positive feeling:
• Good – 7 respondents • Helping out/ doing something better/good for the environment – 11 respondents • Environmentally friendly/conscious – 4 respondents • Very good – 2 respondents • Wonderful – 2 respondents • Makes you feel better – 2 respondents • Excellent • Great • Super! • Proud • Superior • Warm feeling, doing a good thing • Good, not making waste • Less guilty
62
• Glad I remember • Like I’m saving the world one bag at a time • Ok – green! • Great, doing my part to reduce an unnecessary product (plastic) • Good that I’m not contributing to more garbage in the landfill or wasting energy on recycling bags 6 respondents listed a neutral feeling: • Don’t think about it – 2 respondents • No difference • Nothing really • Take it for granted, have used them for years • This isn't about feeling good, this is about trying to minimize destruction
Appendix C-2.10 24) General Comments • Biodegradable bags better… superior solutions – Cambridge • Store clerks should put more groceries in each plastic bag • Possibly an exchange or deposit on the bags to make it more convenient (I forget mine) • I wish paper bags were available I would prefer over plastic • Need to pick up more • Sometimes they ask if you would like to purchase reusable bags – at sobeys • I feel like I’m contributing to the problem (I never bring them) • Should make it compulsory to use reusable bags • Very happy with them (reusable bags) • Have PC card but collect air miles • Mandatory reusable bags should be implemented! • Good survey • Hope they change it to by-law where you can’t use plastic • Slow computer system in self-checkout lime, can’t give number of bags, can’t stand sound of plastic bags, ethical implications, can just use the reusable ones that attach to your purse • Like using them (reusable) • Glad that they have them (reusable) • Try not to use plastic bags, instead carry items if necessary • Say no to plastic! • Haven’t looked into incentive for PC points • Keep encouraging the use, make Zehrs reusable bags bigger • I don’t collect points because I dislike the privacy implications • Thank you! • Good survey – hope it makes a difference • Great survey • Marvellous!
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