Between 500 billion and a trillion plastic bags are consumed worldwide each year. The negative environmental consequences of plastic bags are well documented. Understanding consumers’ behavioral responses to campaigns, nudges and regulations is a key policy question in this field.
During July, August, and September of 2010, researchers partnered with the Mexican supermarket company, Comercial Mexicana, to study the impacts of different in-store communication strategies. A total of 199 supermarkets participated in the study. Two different kinds of messages were tested: one stressed the environmental impact of plastic bag consumption, while the other stressed the importance of caring for future generations. These messages were randomly delivered using two different media: graphic banners and posters in key locations in the store, or through the in-store digital audio system of the stores at 15 minute intervals.
Researchers measured the effects of these campaigns on 1) consumption of plastic shopping bags dispensed at the cashier, and 2) sales of reusable bags.
Results are forthcoming.