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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

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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

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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

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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

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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.

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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

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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 areiss@fes.uwaterloo.ca. You can also contact my course instructor, Professor Sally Lerner, at 519-888-4567 ext. 33060 or email at slerner@fes.uwaterloo.ca. 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, areiss@fes.uwaterloo.ca 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 ssykes@uwaterloo.ca 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, areiss@fes.uwaterloo.ca 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 ssykes@uwaterloo.ca 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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