Consumer

The insight report is available on Handelens Miljøfond’s website, as part of their knowledge base. The report presents findings from the study, alongside suggestions and ideas for reducing the use of single use plastic bags.

Plastic pollution is a serious, worldwide problem, and reducing people’s use of single-use plastic bags is one way of tackling the problem. To understand how we can design for a behaviour change, we need to understand the current behaviour first. Why are people using plastic bags? What are their drivers? When, why, and how do they use them? What contextual barriers hinder desired behaviour? And when, why, and how do they choose an alternative instead? By answering these questions, we can create a solid foundation to base suggestions for actions and strategies to reduce the use of plastic bags.

Understanding behaviour in order to change it

After analyzing all the raw material from the interviews, diary study and market research, we developed a framework to guide the analysis and categorize drivers and barriers for sustainable behaviour: systemic, contextual, and personal factors.

, we used a combination of qualitative interviews, desktop research, and observations through user diary studies. The user interviews and diary studies (where users kept detailed records of their purchases, experiences, and use of plastic bags or their alternatives) gave us insights into when, why, and how they chose to use plastic bags. It also gave us insight into what might trigger this use – and what can nudge them to opt for other alternatives. Through the desktop research, we gathered information about current regulations and trends related to plastic use and the consumer market.

User insights

Extensive insights and concrete suggestions for action

To design for sustainable behavioral change, we can utilize an intervention scale to guide solutions, ranging from empowering users to guiding their behaviour, to system-imposed behaviour changes.

Based on our research, we developed a knowledge report containing concrete suggestions for interventions, initiatives, and actions aimed at promoting sustainable practices. This includes redesigning self-checkout cashiers to limit the promotion and accessibility of plastic bags and making reusable shopping bags more aesthetically appealing to encourage their use. We also suggest a change in the tone of voice and communication strategies between shops, regulatory institutions, and consumers to support and celebrate the use of reusable alternatives. 

Additionally, our report recommends launching campaigns and infographics to educate and remind consumers about the importance of bringing reusable alternatives. We propose the creation of an independent, digital knowledge hub that provides transparent, trusted, and recognised information on the environmental impact of single-use plastics, plastic bags, and their alternatives. Lastly, we include nudging and reward concepts to incentivize consumers to opt for and remember to bring reusable alternatives to single-use plastic bags, fostering a shift towards more environmentally friendly consumer behaviors.

Handelens Miljøfond and their members can use the insight and the toolbox of concrete actions to help design and transform customers’ shopping experience and their shopping behaviour. By reducing consumers’ use of plastic bags and increase reuse, Handelens Miljøfond and their members can together reduce plastic pollution and facilitate a more sustainable consumer behaviour.

A solid base for nudging behavioral change

In our study, we interviewed consumers across Norway, spanning a wide range of demographics. We also conducted a diary study with different families over several weeks, allowing us to closely observe their day-to-day behavior and choices, offering a comprehensive view of their routines and decisions.

Reducing the use of plastic bags