RESOURCE: How ‘nudge theory’ can help shops avoid a backlash over plastic bag bans
On your way home tonight, you might stop at the supermarket to grab some ingredients for the evening meal. If you’re like many shoppers, you’ll pass through the self-service checkout, scan your items, and hurriedly place them in the conveniently waiting thin, grey plastic bag before finalising the purchase.At home, the purchases are packed away or lined up for immediate preparation. The plastic bag is scrunched into a little ball and stuffed away with others in your collection, to be used as bin liners or otherwise thrown away. All of these behaviours are, by and large, done without a great deal of thought.One of the most challenging tasks for marketers is to bring about changes in consumer behaviours that have become habitual, routine and “low involvement” – why spend time stopping and considering various brands of laundry detergent, for instance, when you can just quickly grab the one you’ve always used?The very nature of habitual behaviour means that responses to the same situational cues happen automatically and with little conscious thought. Habits are powerfully ingrained. One study estimates that around 45% of our daily actions are habitual, and most of our purchases and consumption is of the low-involvement variety.Repetitive consumer behaviour is a tough cycle to disrupt. And it is the very nature of these habitual responses that make many standard interventions relatively ineffective.But this is the task facing supermarkets in taking away customers’ access to free plastic bags.