carrier bag usage 2005

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WASTE AND RESOURCES ACTION PROGRAMME

Carrier Bag Usage And AttitudesBenchmark and Target Market Study

Research FindingsMarch 2005

Prepared for:

Corporate Culture PLC

On behalf of:

WRAP (the Waste and Resources Action Programme)The Old Academy21 Horse FairBanburyOxon OX16 0AH

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Overview of Research Structure

This research project examines consumer use of and attitudes towards free vest

bags and Bags for Life. The research provides an overview of the current market,

and by providing baseline measures it will also allow the effects of any future activity

to be measured. Within the research we also examine opportunities for developing

the Bag for Life concept.

The research was conducted in two stages. The first stage comprises of:-

An omnibus survey to establish basic data on awareness and use of B4L

A qualitative study to explore consumer attitudes and beliefs about carrier

bags/B4L, and to identify possible ways of encouraging use of B4L.

Oursecond stage of research was constructed in the light of the findings from the

first stage, and comprises of:-

A quantitative benchmark survey to quantify the qualitative findings and

provide a baseline for future tracking of behaviour and attitudes towards vest

bags and B4L.

This report combines the findings from both stages of this project.


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Stage 1 : Qualitative Researchand Omnibus Study


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Stage 1 : Qualitative Research

and Omnibus Study

C O N T E N T S

Page No.

1. INTRODUCTION i

1.1

1.2

1.3

Background & Purpose

Research Objectives

Method & Sample

i

iii

iv

2. SUMMARY & CONCLUSIONS vi

3. MAIN FINDINGS 1

3.1 Background Observations on the Sample 1

3.2 Current Approach to Shopping 3

3.3 Bag Usage 4

3.4 Role and Perceptions of Single Use Bags 6

3.5 Awareness and Spontaneous Perceptions of B4L 93.6 Current Usage of B4L 11

3.7 Reasons for Using B4L vs. Not using 13

3.8 Perceptions of B4L Activity by Different Supermarkets/Outlets 15

3.9 Perceptions of Alternative B4L Products 17

3.10 Ways of Stimulating More/More Extensive Use of B4L 22

Appendices 25

1.

2.3.

Recruitment Questionnaire

Discussion GuideOmnibus questions


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1. INTRODUCTION

1.1 Background & Purpose

The Department for the Environment, Food and Rural Affairs (DEFRA), the Scottish

Executive and the Welsh Assembly Government have asked the Waste and Resources

Action Programme (WRAP) to investigate the potential of the Bag for Life (B4L) scheme

.

The scheme was designed to reduce significantly the 8 billion free carrier bags given

away by UK retailers each year. Plastic carrier bags are widely seen as an

environmental problem: the inefficient single use of free carrier bags and the visible

problem of litter and associated environmental affects.

The growth in the use of plastic bags demonstrates how deeply they have become

embedded in consumer expectation and behaviour. UK consumption of plastic carrier

bags is estimated at between 60,000-90,000 tonnes per annum which accounts for 3.5-

5.3% of total plastics used in packaging.

In order to address the plastic bag problem, WRAP is looking to identify mechanisms

that might encourage consumers to change their behaviour and use a B4L instead of

free carrier bags.

There is some evidence that encouraging people to use a B4L does prompt a reduction

in the use of free plastic bags. A voluntary pilot programme initiated by Durham County

Council achieved significant increases in the sales of B4L and gained the support of local

retailers.

Through its Retailer Initiative, WRAP is already working with retailers to reduce resource

use and household waste production. The B4L is one element of this over-arching

initiative. Retailers have supported and actively promoted the idea of a national B4Lscheme based on initiatives operated by major supermarket chains such as Tesco,

Sainsbury and M&S.

WRAP believes that the engagement of retailers in a nationwide scheme can make a

significant difference to consumer behaviour encouraging both reduction in the

consumption of carrier bags and the promotion of re-use. In order to achieve a long term

shift in consumer behaviour, the initiative would need to align itself with retailers brand

values and consumers desires and expectations.


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The overall purpose of this programme of research is to explore and understand the

range of consumer behaviour, attitudes and motivations with regard to use of shopping

bags/B4L, and to establish a quantitative benchmark of current behaviour which can beused as a basis for tracking changes in attitudes/behaviour over time.

As part of this programme of research, a qualitative target market study was

commissioned designed to explore and establish consumer attitudes and beliefs about

carrier bags/B4L, and identify possible ways of overcoming barriers and encouraging the

use of B4L.


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2. Research Objectives

i. To explore and establish consumers current usage of and attitudes towards freesingle use carrier bags.

ii. To investigate factors encouraging/discouraging use of free single use carrier bags.

iii. To assess consumers awareness and concerns about the environmental impact of

single use carrier bags.

iv. To examine the incidence and nature of recycling/re-use of single use carrier bags

and the factors encouraging/discouraging this.

v. To investigate awareness of, attitudes towards, and propensity to use B4L:

levels and source of awareness

reasons for trial/non-trial

reasons for use/non-use

understanding of B4L concept

factors that might encourage/inhibit usage

perceptions of alternative products.

vi. To identify possible ways of stimulating more extensive use of B4L and/or

alternatives for single use carrier bags, such as:

financial reward

incentives (loyalty points, charitable donations, local competitions)

increased awareness of B4L

greater availability of B4L

making B4L a habit.

vii. To obtain consumer reactions to examples of B4L in terms of size and shape,material used, ease of use, etc.


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3. Method & Sample

A qualitative methodology was adopted involving a series of 11 group discussions with ageneral shopper sample, as follows:

Total London/S.E. East Anglia N.E. Scotland

C2DE females, 18-24BC1 females, 18-24

11

1-

-1

--

--


11

--

--

1-

-1


11

-1

1-

--

--

BC1C2DE females, 60+ 1 - - - 1C2DE males, 18-44BC1 males, 18-44

11

1-

--

-1

--

C2DE males, 45+BC1 males, 45+

11

-1

--

--

1-

Total groups 11 4 2 2 3

Groups were structured to reflect:

age/lifestage

SEG

gender.

It was agreed that the sample should upweight representation of the female main

supermarket shoppers aged 25-60 and downweight representation of male shoppers on

the basis that the former are likely to be more regular shoppers and have rather more

influence over household decisions to use B4L.

No specific quotas were imposed on either usage/non-usage of B4L or supermarket

used mainly. Insofar as possible, we included users of a cross-section of the main

players.

In addition to the standard exclusions (market research, retail marketing, advertising, PR

and journalism) we also excluded those who worked or who had close family working in

retailing, plastic bag manufacture, waste collection and recycling. Employees and active

members of environmental lobby groups were also excluded.

Respondents were recruited using a screening questionnaire (appendix 1).

Discussions followed a topic guide (appendix 2) and lasted approximately 1 hours.

They were tape-recorded for subsequent reference and analysis.


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Fieldwork took place between 2nd and 16th February in the following locations:

London (Southgate)

South East (Reading) East Anglia (Ramsey)

North East (Durham)

Scotland (Houston)

Fieldwork locations were selected in the light of the findings of the omnibus research

carried out prior to the start of the qualitative fieldwork. Locations were selected to

ensure representation of areas of high vs. low usage and urban vs. rural, as follows:

High usage Low usage Urban Rural

Greater London/South East

East Anglia

North East

Scotland


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2. SUMMARY & CONCLUSIONS

The findings of this research indicate that the term single use bags is something of amisnomer. Only one or two respondents claim that they discard these bags after only

one use. The overwhelming majority claim to re-use these bags for a variety of other

purposes including rubbish disposal, carrying sports kit, etc. Some are taking surplus

bags back to supermarket recycling banks.

As single use bags are freely available in supermarkets and there is little or no evidence

of checkout staff seeking to limit the amount customers use, few see much need to re-

use these bags when food/grocery shopping. However, there is some feeling that should

supermarkets start charging for single use bags (c.f. Aldi, Lidl) this might make themthink again.

With the exception of the planned, regular weekly food/grocery shop, most other

shopping, especially from the High Street, is fairly impromptu and impulse.

In the High Street, single use bags are usually offered at checkout, and most accept

these with their purchases. For clothes purchase, especially from more fashionable,

expensive outlets, customers expect stores to provide a bag for a variety of reasons,

e.g.: it says they shop at prestige outlets

it is a reinforcement of the pleasure of buying the item

it is proof of purchase when leaving the store

it is easier to return items in the original packaging.

There are hints that unwillingness to risk challenge or attract attention is sometimes

given as a reason for not re-using bags when shopping.

There are indications that neither the bag for life concept nor the idea that supermarketswould replace a B4L free of charge when worn out has, as yet, really registered with the

majority of respondents.

Only a minority have bought a B4L. Whilst some did so for environmental reasons,

others bought because they needed a stronger/larger bag at the time. That having been

said, regular re-usage of a B4L is not universal. More commonly, a B4L is re-used if

and whenrespondents remember to do so.

Significantly, for most, the term bag for life is synonymous with the bags which can bebought at supermarket checkouts.

Barriers to greater re-use of B4Ls include:


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feeling that it is somehow not the done thing to use a B4L bought in one

supermarket chain in another chains outlet

not wanting to look cheap using a branded supermarket B4L in other stores unwillingness to put new clothes, etc. into a bag previously used for food

shopping, especially vegetables or other wet food.

Apart from the minority who have bought a B4L, awareness of the availability of B4Ls in

supermarkets is fairly low. There seems to be little evidence of checkout staff actively

promoting B4Ls.

In terms of alternative B4L products:

heavy gauge plastic is seen as appropriate and more durable than paper there is some support for fabric/textile bags

design on the bag needs to be fairly neutral to widen appeal to acceptability to

both men and women and across the different age groups.

However, it should be appreciated that the dominant use of single use bags has

encouraged other kinds of re-usable bags to be seen as old fashioned, for older people,

especially women.

Thus trolleys, string bags, square canvas bags, etc. are perceived by many as not forme, regardless of their functionality.

Whilst some allowance must be made for a degree of posturing, this sensitivity

demonstrated that the design and appearance of bags is likely to impact on take-up of

the B4L concept.

In order to overcome these hurdles, promotion of B4L will not only need to raise

awareness. It will also need to address the imagery and associations of re-usable bags.

Consumers will need to be fully educated about the existence of B4L and informed how

and why they represent a practical and effective means of addressing the environmental

problems of single use bags. They will also need to be persuaded to use B4L as a

matter of habit.

There are indications that, currently, retailers/supermarkets are not really promoting

B4Ls and that more could be done to raise customers awareness of the B4L option.


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Other ways retailers could incentivise/encourage consumers to get into the B4L habit

might include:

charging for single use bags offering loyalty points for re-using B4ls

donations to a (local) charity for re-using B4Ls

money off for B4L usage.

More generally, we believe that a co-ordinated marketing approach is required:

a communications strategy needs to be developed which would involve educating

and motivating consumers;

supermarkets/retailers need to be encouraged to give greater priority to

promoting B4Ls and their regular usage.

Ideally, a mass media advertising campaign operating both in the national media and at

point of sale would help to kick start the shift towards increased usage of B4L.

That having been said, we suspect that, given the current association of B4Ls with

food/grocery shopping, any build up of B4L usage would need to start in the

supermarkets. In time, and with education, consumers should become more aware and

accustomed to re-using bags beyond the supermarket context.

2.1 Omnibus Findings

The overall picture emerging from the omnibus survey was fairly flat with less marked

differences by age, gender and SEG than might have been anticipated.

In terms ofawareness of B4L just over claimed to have heard of B4L. Awareness

was somewhat higher amongst ABs (83%), women (82%) and the 45-64 age group

(78%). It was lower amongst men (69%) and DEs (70%). B4L awareness was higher inthe South and Midlands than in the North. It was highest in East Anglia (84%) and

lowest in the North East (73%.)

One third of the sample had ever bought a B4L. Purchase was slanted towards women

(42%) rather than men (24%). Purchase was higher amongst the 45+ age group and

lower amongst 16-24s (17%). Purchase was higher in the Midlands and South than in

the North. Levels of purchase were highest in Wales (41%) and Greater London (38%)

and lowest in the North East (26%) and South West (27%).


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In the sample as a whole only 10% (one-third of B4L purchasers) claimed to use their

B4L just about every time they went shopping. A large minority of B4L purchasers (41%)

admitted that they used their B4L occasionally or less often.

B4L owners propensity to use their B4L was strongly influenced by type of shopping.

Around half claimed that they would use their B4L or re-use other bags or their own bag

when shopping at supermarkets and half said they would use free carrier bags provided

by the supermarket.

When shopping for clothes the overwhelming majority (85%) used the free carrier bags

provided by the shop at the time. Likewise most used free carrier bags when shopping

in the high street (63%) and when DIY shopping (69%).

Taken as a whole the omnibus findings suggest that even amongst B4L purchasers

willingness to use B4L was quite constrained and limited. This implied that there was a

major task to extend usage amongst current purchasers and to persuade non-users to

give B4L a try.


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3. MAIN FINDINGS

3.1 Background Observations on the Sample

Our sample included a wide spread, ranging from young girls through to the elderly.

Whilst most were driving/being driven to the supermarkets, a few were using public

transport.

Some respondents, mainly 25+, were taking part in some recycling, but this was largely

because it was fairly simple and convenient for them to do so, e.g. kerbside collections/

green boxes supplied by the local Council, bottle/aluminium banks in supermarket carparks, etc.

However, indications that for those with family (young/teenage children) and who were

also working, recycling was fairly low on their list of priorities. They did what they could if

it was convenient and easy for them to do.

I try and only take things to be recycled when Im driving inthat direction anyway. I dont make a separate journey for it. Taking all your stuff to the dump to be recycled, the much

that comes out of your exhaust pipe probably does moredamage!

(BC1 women, 45-60, South East)

Younger respondents, both male and female, did not appear to be too motivated by

environmental considerations.

Given the wide age range and demographic spread in the sample, predictably, ideas

about bags varied a great deal.

Significantly, it was widely felt that people were assessed by the bag they carried.

Its all about image, its all about how other people look at youand how youre portrayed by the bag that youre carrying.

(BC1 women, 18-24, East Anglia)


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In my case, unintentionally, I look at the bag and the bag itselfmight reflect the personality of the person.

(BC1 men, 18-44, North East)

Thus, young women had strong ideas about bags that their mothers or grandmothers

had, and that they would not be seen dead with.

Men were sensitive about being seen with bags that they saw as too feminine and were

apprehensive about what this might say to other men about their virility.


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3.2 Current Approach to Shopping

Respondents approach to shopping depended on whether it was routine/mundane (e.g.food/grocery) or recreational (clothes, hobbies, etc.)

Many claimed to visit supermarkets 2-3 times a week:

mothers with teenage children at home were likely to do a weekly main shop and

then top up during the week;

for single/divorced and pre-family respondents food buying was often fairly

unplanned/impromptu and done when they were running low/out of supplies at

home.

Older respondents were more likely to do a regular weekly food shop, often with their

partners/spouses.

Young respondents (18-24), mainly female, still living at home might accompany their

mothers to a supermarket, but basically had little interest in grocery shopping per se.

Few claimed to find food shopping a pleasurable experience.

In contrast, recreational shopping for clothes, hobbies, electrical goods, etc. whilst lessfrequent was seen as a somewhat more enjoyable experience.

Interest in clothes shopping was largely confined to younger respondents and women.

Typically, clothes buying was done during lunch breaks/at weekends and was usually

regarded as something of a shopping occasion. The women bought their clothes mainly

from high street chains (M&S, Gap, Next), although one respondent claimed to buy

exclusively from charity shops. Those on restricted incomes mainly bought their clothes

from discount stores, e.g. Primark.

Men tended to be less interested in clothes purchase and bought as and when

necessary. Some older men left it to their wives to do their clothes buying.

Interest in DIY shopping was mainly limited to men and a few women. DIY purchases

were likely to be occasional and prompted by a specific need.

Other types of recreational shopping tended to be more indulgent and infrequent.


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3.3 Bag Usage

Amongst the majority, widespread propensity to use bags offered/supplied by the outletsat point of sale seen as normal practice to use free bags from shop.

In supermarkets, this resulted in overwhelming majority using single use bags on most

shopping expeditions.

In situations where they were carrying heavier items (bottles, tins) claims of doubling up

bags for added strength.

Some reference to checkout staff automatically pulling down single use bags and/orpacking the shopping for them as they scanned the items.

Also, to packers at the checkout being quite profligate with the single use bags and not

trying to fill them up.

Some observations of shoppers (and staff) seeking to separate items when packing, e.g.

not jumbling tins with pastries, raw meat with vegetables, etc.

This prompted use of more single use bags as opposed to maximising capacity ofindividual bags, and it also minimised the risk of handles tearing/bags splitting.

A small minority (mainly in the older age groups) claimed that they had got into the habit

of regular B4L use.

A further minority claimed to have bought one or more B4L at some time but were not

using them regularly nowadays (or indeed, at all). There were extensive references to

forgetting to take them when they went to the supermarket or having mislaid them.

Bag usage on the High street largely depended on the items bought. For things like

toiletries, magazines/stationery, etc., bags were usually offered at checkout. Sometimes,

respondents claimed they would do without, but for the majority there was a passive

acceptance of the bag offered.

It wouldnt occur to take a plastic bag with you especially ifyou were going to go clothes shopping.

(C2DE women. 18-24, South East)


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In clothes shops, especially the more expensive outlets, being seen with the bag was

central to the purchase process:

it was a badge that they were shopping at prestige outlets a reinforcement of the pleasure of buying the item

proof of purchase when leaving the store

easier to return items in original packaging.

There was also some feeling that the shops were using the bags to promote the store

and that assistants would be reluctant to let customers leave the store without a bag or

use a bag for another outlet.

One respondent claimed that when she was younger she used to buy small items fromfashionable outlets in order to collect their bags.

Those on more restricted budgets who were buying day to day clothes from discount

stores (e.g. Primark) would still have their purchase put into a bag initially although they

might stuff the bag into another shopping/carrier bag once out on the street.

There was a shop in Glasgow called What Every WomanWants. My son and daughter-in-law both worked in the officesfacing there and they used to watch people coming out of there

and putting their shopping into an M&S bag because theywouldnt walk along the street with What Every Woman Wantsbecause it was a cheap shop.

(BC1C2DE women, 60+, Scotland)


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3.4 Role and Perceptions of Single Use Bags

Across the sample, single use bags seen as a lightweight, flexible, practical and usefultool for carrying and containing things.

Furthermore, they were free and plentiful there was no evidence of checkout staff

trying to limit the number of bags taken by customers. Indeed, some reported instances

of checkout staff offering/agreeing to double up single use bags to strengthen them.

When I run out of them Ill go down to the supermarket andbuy a pint of milk or something and take 5 or 6 of them, andnobodys every said anything.

(BC1 men, 45+, South East)

Indications of very high re-usage of single use bags for a variety of purposes, including:

lining waste paper baskets

bagging up wet/smelly food items before putting in the bin

as a glove for picking up dog poo/other unpleasant messes

containing dirty nappies

carrying muddy/wet clothes (sports equipment/kit)

carrying miscellaneous items

filing system for papers

etc.

Also, supermarket branding on most single use bags seen as fairly neutral, every day,

ordinary, not making any statements about the person carrying it.

Indications that single use something of a misnomer for bags which have many other

uses beyond their initial role as something to bring the shopping home in.

Ive got teenagers and we constantly have them in the binsupstairs and Im emptying them all the time and changingthem. I use them to put things in, I store my tins in one, thebottles in another and I keep them all different places. Andthen the papers when Im keeping them to re-cycle them.

(C2DE women, 25-44, North East)


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Relatively limited reference to discarding single use bags after one use. Most

households had a storage system for keeping these bags. However, one or two younger

respondents did admit to binning them once they had unpacked their shopping.

Limited awareness that some supermarkets had bins for recycling single use bags.

Some, mainly older respondents, had done this for excess bags; others had simply

thrown them out with general household rubbish when they had too many/run out of

storage space.

Men found the shape of single use bags convenient for carrying a large number at the

same time. For women, the limited capacity of each single use bag meant that they

were unlikely to be too heavy to lift/carry out of supermarket trolley into car, into thehouse, etc.

Little evidence of people re-using single use bags when shopping in large, main

supermarkets.

However, for outlets which charged for bags, e.g. Lidl, Aldi, some recall of seeing people

taking old single use bags along.

Amongst a minority, there was some spontaneous concern that because single use bagsare non-biodegradable they can:

lead to unsightly litter and defacing of the countryside

harm to wildlife

take a long time to decay (estimates ranged from 100 to 500 years).

You see the poly bags hanging from the trees. Poly trees wecall them. Theyre an eyesore.

(C2DE men, 45+, Scotland)

Top of mind awareness of the adverse environmental consequence of single use bags

was fairly limited. Rather, most seemed relatively not troubled by the adverse affect of

single use bags.

(In contrast, there was fairly extensive spontaneous concern about excess packaging

used by supermarkets on food, confectionery and toiletry items.)


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Other negatives to single use bags included:

propensity to split/tear (even for new bags) if caught by sharp edges or

overloaded biodegradable bags (e.g. from ASDA) seen as thin and flimsy.

The flimsy ones, why they introduced them is so they wouldbe biodegradable but because of that you can only put threethings in before they fall apart.

(BC1 women, 45-60, London)

There was some awareness that other countries were trying to reduce the use of single

use bags:

consumers were being charged for them in Ireland

in the USA shops were providing large brown paper bags

in France, many supermarkets did not provide single use bags and customers

either brought their own baskets or used empty cardboard cartons.

In Ireland if you want a poly bag you pay five cents whichgoes to the environment.


If you go to America its all brown paper bags.


In Scotland there were references to the fact that B&Q were charging for single use

bags.


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3.5 Awareness and Spontaneous Perceptions of B4L

Indications that the bag for life concept had not, as yet, really registered with themajority of respondents.

The name bag for life raised a few wry smiles from some women, who saw it as a

potential source of some amusement for their men folk and thought a more neutral term

could be found.

I bet some man has said that he has a woman and that sheshis bag for life!


Most respondents had not taken on board the idea that supermarkets would replace

B4Ls free of charge when worn out and that they could be recycled.

Significantly, across the sample, bag for life was given a rather narrow definition as the

bigger, stronger plastic bags bought from supermarkets which could be re-used. The

B4L concept was not extended to durable bags which were re-used whenever they went

shopping.

However, there were some doubts as to how widely re-usable a B4L was. Some felt

rather uncomfortable with the idea of re-using a B4L bought in one supermarket chain in

another chains outlet. There was some feeling that this was somehow not done, and

that store staff might have something to say/look askance.

Respondents claimed they would be very unlikely to re-use a B4L in other high street

shops, especially more upmarket clothes shops because:

it seemed slightly cheap, naff

there were some concerns about large bags attracting the attention of store

security and possibly being accused of shoplifting

store assistants would probably disapprove of such behaviour and comment

adversely.

To tell you the truth, whether it be New Look or FrenchConnection, and I buy a top for 5 or 50, and they gave me itand I paid for it and I said, its OK, Ive got a Tesco bag for lifethey would probably snigger at me, they would say what anidiot!


No I wouldnt because someone would think I was shoplifting.


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Take a Phase Eight bag into Next and say you can put it inhere? Number one, they wouldnt do it and number two itwould look like I shoplifted, I wouldnt do that, not under anycircumstances.


They know youve paid for it if its in their bag If you seesomeone walking out of a shop and theyre putting somethinginto their bag you would think they were shoplifting.


Beyond this, there was also considerable resistance to the idea of putting new clothes,etc. into a bag previously used for food shopping, especially if it had been used for

vegetables or other wet food.


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3.6 Current Usage of B4L

Whilst there seems to be a sizeable segment who have bought a B4L at some time,regular usage of these bags was confined to a small minority who seemed consciously to

have bought into the B4L concept and claimed to have several B4Ls which they took as

a matter of course on main food shopping expeditions.

Some hints that those who walked to the supermarket/used public transport might use a

B4L because they were stronger, more durable and less likely to split.

A further segment had bought B4Ls at some time apparently because they needed a

larger/stronger bag rather than for any environmental reasons.

Whilst most of the B4Ls bought had been the 10p plastic bags, a few had bought the

M&S fabric bags. One respondent had bought a couple of green bags in Ireland when

on holiday a few years previously.

One respondent had bought a B4L because there were no other bags available at

checkout.

Significantly, across the sample, many respondents only discovered in the groups thatB4Ls could be replaced free of charge.

However, there were signs of some resistance to the idea of asking the check out

assistant to replace a torn/worn out B4L. Many, especially younger respondents, felt it

would be too embarrassing for such a low value item, and might make them look mean

and niggardly.

One respondent had tried unsuccessfully to replace a B4L.

I tried to change one and depending on which store youre inthey wont take a bag from another store. In Tesco he wouldntgive me a new bag because the one I had was eitherSainsburys or Waitrose.



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At this stage, the following segmentation of B4L usage is mooted:

Regular users:

> seemingly more organised, older shoppers who had worked out a system

for ensuring that they went to a supermarket equipped with B4L (e.g.

keeping a bag of B4L in the garage/car, storing B4L in the car having

unpacked their groceries, etc.)

> suspicion that regular B4L usership may be linked to regular (weekly),

planned shopping trips

> some had more than one B4L.

I have eight of those bags and I fold them all into one bag andtake it to the shop every week.

(C2DE men, 45+, Scotland)

Purchasers and occasional users:

> purchase had often been spur of the moment or because they had heavier

items, e.g. bottles/cans, to carry and were unsure about whether single

use bags would be up to it

> however, few remembered to take their B4L with them when they went

shopping and some could not remember where they had put their B4L

Purchasers but not re-users:> have purchased because they needed a stronger bag

> but either have mislaid the bag and are not concerned about buying

another if and when needed

> or would not bother to re-use.

Ive worked in shops before where old people have brought intheir own bags and you think how sad.

(C2DE women, 18-24, South East)

Non-B4L purchasers:

> non-purchase was mainly because they were not aware of B4L

> a small minority resisted paying for a bag, especially when supermarkets

were providing an unlimited supply of single use bags free.

Its because you can get bags for free that you wont pay 10p the other thing is, you are advertising the company, you endup paying to advertise their stores when youve paid to shopthere anyway. Why should I pay to promote your store?



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3.7 Reasons for Using B4L vs. Not Using

Reasons for using included: larger bag holds more

better for carrying heavy/heavier items

more durable

gusseted base makes it more stable in car

does not cost very much for a more durable bag

better for the environment than single use bags

got into the habit.

Reasons for not using included: not aware of B4L

lack of promotion

prefer single use bags

used to single use bag functionality and flexibility

see no need/incentive to buy one

resist paying for a carrier bag (on top of shopping bill)

not aware of environmental issue/not moved by environmental concern

forget/cannot remember to take again

reluctance to muddle up all food in one bag concern that bag will get smelly and nasty if something has leaked or moisture

retained

cant really re-use B4L that has been used for food for other shopping

designs on B4L a bit too feminine (for some men)

B4L do not impart a very positive image

B4L too big to carry comfortably/lift easily from trolley (for some women).

Its not the issue of whether Im bothered being seen with abag or not, its the fact that I wouldnt remember to take one

with me.


Theyre actually quite big. If they pack the bags for you, youcant lift the damn thing. And when they get worn and startlooking grubby, it makes me feel like a tramp.



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Amongst both users and non-users there was some feeling that it would not really be

right to use a B4L in the same retailers outlets (i.e. they could not use a Tesco B4L in

Sainsburys).

For those who shopped across different multiples this presented a further barrier as it

seemed to impose yet another layer of pre-shopping organisation to sort and take the

correct bags.


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3.8 Perceptions of B4L Activity by Different Supermarkets/Outlets

Overall, few seemed aware of much, if any, B4L promotional activity being undertakenby supermarkets or other outlets.

Recall was limited to:

B4L displays at the checkouts in Waitrose, Tesco, ASDA and Sainsburys

seeing the big woven Sainsburys bag at checkout

green fabric bags at M&S checkout

seeing insulated carrier bags at Iceland.

Little or no evidence that supermarket staff were suggesting or encouraging shoppers tobuy/ use B4L. Indeed, there were claims that in some supermarkets there were no B4L

displays at the checkout; in others, the B4L display was tucked away and not very

prominent at POS.

They just assume that you want loads of these poly bags.They dont every say would you like to buy this bag and whenit wears out well replace it. Its 10p. As soon as you get theretheyre pulling all the bags down and opening them for you.


Furthermore, there was no recall of any posters or other promotional material at POS

seeking to explain the B4L concept and encourage usage.

There was no recall of checkout assistants asking if a customer would like a B4L.

Rather, respondents often remarked on how checkout staff would be pulling down/

opening out single use bags before starting to scan the shopping.

You always have to ask for a stronger bag. They never ask

you.


Significantly, there was very little recall or awareness of B4L promotional campaign in

Durham. One or two women recalled the Council providing small bags for

schoolchildren, but nothing on a wider scale. The men were not aware of any B4L

promotional activity.


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Were not made aware of the damage that bag is doing. If wewere made more aware Nobody ever mentions carrier bags.All this recycling of tins and bottles, whoever mentions carrierbags?


Bags provided in fashion outlets were seen as advertising for the outlet and therefore did

not fall within the B4L orbit.


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3.9 Perceptions of Alternative B4L Products

Bag for Life was almost exclusively associated with the large, stronger plastic bagcosting 10p from the supermarkets. The descriptor bag for life was not extended to

other bags which were variously referred to as carrier bags, plastic bags, poly bags.

The standard B4L was seen as functional and useful, especially for carrying heavier

items. However, the designs on the examples attracted some resistance:

Tesco felt to be rather gaudy and too childish, especially for men and young

people, although women with children felt it had some charm

Sainsburys the colour was too loud and stridently orange

Somerfield had some low key appeal to men because it was so sub-fusc;

women found it drab

M&S quite attractive and classy to women, but a little too feminine for men

Booths the image was quite attractive, but the appeal of the bag lay in the idea

of a charity benefiting (although this information was in very small print and not

immediately noticed).

In more general terms, on all of these bags the store branding was pretty prominent, and

this was felt to inhibit their re-use in other outlets.

Also, some older women thought that fully laden, the bags might be too big/heavy to

carry and lift from trolley to car.

Furthermore, on the Somerfield and M&S bags, the explanation of the B4L concept was

on the gusset base. This meant few, if any, would get to see it.

Indeed, many had not noted the offer of exchange on other B4L bags where it was more

prominently displayed, e.g. Sainsburys.

The M&S fabric bags appealed to many women, although the rather virulent green,

prominent M&S branding, and cost limited their overall appeal.

Men felt they resembled womens handbags which limited their relevance to them.

(Moreover, some men pointed out that the larger fabric bag with the solid handles would

be very difficult to carry if it was fully laden.)

The smaller M&S bag was seen as convenient for carrying around, but seemed to have

limited capacity.

The darker green and more discreet branding of the Superquinn bag was more


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acceptable, especially to men who also found its square shape less feminine than the

waisted M&S version. However, it was seen as being a bit small for their grocery

shopping needs.

Respondents thought the large Sainsburys bag with the plastic weave material and the

rigid base would probably be stronger and more robust than the standard B4L.

However, its overall appeal was limited by:

its size too big for (shorter) women to carry comfortably and, when full, possibly

to heavy to lift

the colour

the cost (70p) especially for those who resisted paying 10p for a plastic B4L.

The colour and design on the Carrefour bag was fresh, muted and quite attractive. The

bottle strap inside (when noticed) was seen as a clever idea. However, this bag was

often rejected fairly quickly because it was even bigger than the Sainsburys bag and

therefore likely to be even more awkward to lift/carry.

Bags from fashion outlets, e.g. Monsoon, FCUK, etc., whilst a must for new purchases,

were usually not regarded as a bag for life.

Amongst women, especially younger, indications that some were likely to keep theprettier, more decorative, stylish bags. But, their potential for re-use was seen as fairly

limited, e.g.:

holding gifts for friends (e.g. a bottle of wine when going round for dinner)

decorative storage for personal effects (e.g. cosmetics).

There was some anecdotal evidence of younger, late teenage girls collecting bags from

different fashion outlets for the sake of it.

When I left home I had something like 200 of these bagswhich Id collected under my bed. I had to throw them awaybecause I had nowhere to take them. My mum was really sadto see them go.

(C2DE females, 18-24, South East)

Men across the different age groups were fairly adamant that they would not be seen re-

using a fashion outlet bag because of the image associations. Being seen with a new

bag said they had the money and taste to go to these outlets; re-using these bags gave

out more negative messages about the sort of person they were.

If I have a new one of those [Monsoon] other blokes will sayhes going to get lucky tonight. If I see another bloke walkingaround carrying a Monsoon bag thats already been used Id


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cross the road to get away from him.

(BC1 males, 18-44, North East)

Bags from Monsoon, Accessorize, FCUK, etc., made of paper had limited potential as

possible bags for life because paper was not seen as particularly practical in wet

weather. However, a smaller bag, e.g. Muji, might be useful for carrying sandwiches to

work, but this was seen as recycling the bag was likely then to be discarded rather

than re-used again.

I dont know if youve noticed but it rains quite a lot up hereand a paper bag wouldnt last two minutes.

(BC1 women, 25-44, Scotland)

The plastic bags (River Island, Zara, etc.) might be re-used for carrying things, e.g. wet

sports kit, or re-cycled, but were not seen as bags for life in the sense of being re-used

over and over whenever they went shopping.

That big House of Fraser bag, thats the kind of thing Id usefor taking clothes to the charity shop in, aye.

(BC1 women, 25-44, Scotland)

Amongst the men there was some muted approval of the Hatchards bags. Both the

laminated paper and plastic version were seen as strong and sturdy. The dark green on

the paper bag was not unattractive, and the shape was described as masculine. The

plastic version was acceptable for carrying lunch to work. However, in both cases, any

likely re-use was going to be fairly short term and limited.

Bags from designer stores met with a very mixed response. On the one hand, amongst

the more upmarket women who did occasionally shop from Liberty, Harvey Nicholls, etc.,

there was a slight cachet to be seen with a smart bag. If they were going to re-use a bagthey would be more likely to use a Harvey Nicholls bag than a John Lewis bag.

I use a small one of those [Fortnums] to take my lunch towork. I wouldnt take it in an old plastic bag from Sainsburys.Thats terribly snobbish, isnt it!



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On the other hand, the more downmarket felt that being seen re-using a bag from a

designer store might invite adverse comment from their friends/peer group.

The men were fairly indifferent to bags from designer stores and thought they might re-

use them if they needed to. However, the Liberty bag was generally rejected because of

its shape.

Thats a womans handbag!

(BC1 men, 18-44, North East)

Respondents were also shown three fabric totes/shoppers. The green nylon peacock

feather design met with some low key approval amongst older women, who quite likedthe muted colour. They could see themselves taking it to work with them to carry things

like book, umbrella, packed lunch, and perhaps some small items of shopping.

However, its shape and size was not seen as suitable for larger items.

The shape of the floral print bag was acceptable, but the fabric design had little appeal.

It was often described as a nanna bag.

You look like a granny hanging around with a flowery bag. itdoesnt look great.


The striped fabric bag was seen as a beach bag for the holidays. Whilst older

respondents imagined it would appeal to the young, younger respondents rejected it as

not 'cool' and for older people.

The Monoprix bag in its own little pouch appealed to older women, who saw it as neat

and stylish. Indeed, one respondent had a plain black version in her handbag.

However, younger respondents saw it as something of a hassle to take it out of the

pouch when they wanted to use it and then have to remember to replace it afterwards.

Not surprisingly, the men unanimously rejected all these bags as anything they would be

seen carrying.

The wife can carry that one with the stripes when we go to thebeach and Im following behind with all the heavy gear. A longway behind.

(BC1 men, 45+, South East)


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Respondents were also shown photographs of examples of re-usable bags:

the string bag was almost universally rejected by both men and women. Some

older respondents who could remember using string bags recalled that theygradually lost their shape and stretched, and that smaller items were prone to

falling out

the satchel type was seen as mainly for young people/teenagers, although some

older women found it acceptable. The idea of a slogan attracted a mixed

response some were resistant to the idea of going around making a statement;

others were fairly neutral;

the cloth bag was, overall, slightly more appealing than the satchel, but attracted

much the same response with regard to the slogan

the expandable net bag was universally rejected. Respondents resisted the ideaof other people being able to see what they had bought.

You wouldnt want to walk down the street and everybodyseeing your box of Lillets!


Significantly, apart from the re-usable bags bought in supermarkets, respondents could

not see themselves re-using any of the alternatives for their grocery/food shopping.

Of the other possible formats for re-usable bags:

shopping trolleys were strongly associated with old people

rucksacks were seen as possibly suitable for young people who were doing

small amounts of grocery shopping. They were not thought to be appropriate or

practical for those doing bigger/weekly shops.

A trolley?! No, Im sorry but were too young.

(BC1 women, 45-60, South East)

My niece brought one back from Paris for my mum, adesigner trolley. Its pink and all bonny colours and when shecame back she gave it to her gran. She wouldnt use it whenshe came back to England, but she used it in France.



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3.10 Ways of Stimulating More / More Extensive Use of B4L

We suspect that currently supermarkets were going through the motions rather thanreally seeking to change customer behaviour with regard to bag usage. Customers were

following the supermarkets lead.

Indications that currently take up and usage of B4L was being held back by a

combination of factors relating to:

consumer awareness and understanding of the problem

consumer awareness and acceptance of B4L as a satisfactory solution

ingrained habit amongst most consumers of accepting bag supplied by store

supermarkets promoting/encouraging purchase of B4L supermarkets encouraging re-use of B4L/discouraging use of single use bags at

POS

consumers remembering to re-use B4L /developing a B4L habit

stores developing policies that encourage B4L usage (e.g. charging for single use

bags, not using bag as proof of purchase, etc.)

In order to start changing behaviour in this area there needs to be changes to both the

consumer and retailer approach:

Amongst Consumers

As yet most have not really taken on board single use bags as a problem that needs to

be addressed. They need to be made more conscious of and concerned about the

adverse environmental impact of single use bags, the length of time they take to decay,

the unsightly and harmful effects of litter etc., and what they can do to alleviate this

problem.

Following on from this most consumers still need to be fully educated about the

existence of B4L and informed how and why they represent a practical and effective

means of addressing the scourge of single use bags.

Finally consumers need to be persuaded to use B4L as a matter of habit and to

overcome any real or imagined inhibitions that they might have about being seen with

these bags.


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Amongst Retailers

More could be done to raise awareness of B4Ls by, for example, displaying them more

prominently at checkouts and having posters, etc., advertising their existence.

Furthermore checkout staff might invite customers to try B4L, and at the same time be

less extravagant with free single use bags.

Supermarkets could also promote B4Ls as an environmentally friendly option to single

use bags, e.g. B4Ls can be recycled, are stronger than single use bags, etc

Charging for single use bags would also provide a further incentive to encourage use of

B4Ls. It was frequently noted that in Aldi and Lidl, where there was a charge of 3p foreach single use bag, customers were more inclined to re-use old single use bags.

Retailers might also consider other ways of incentivising/encouraging consumers to get

into the B4L habit by:

offering loyalty points for re-using B4Ls

money off for B4L usage.

You are already getting loyalty points anyway and they addup. You dont think about loyalty points every trip, you justthink about them when they come in the post every few

months when youve got 5 off or 10 off or whatever.

(BC1 men, North East)

The idea of supermarkets/retailers offering to donate money to charity met with a mixed

response. There was some feeling that a local charity might be easier for people to

identify with. However, many were sceptical about how any such scheme would or could

work in practice.

For these schemes to be acceptable to all consumers, the definition of B4L would need

to be extended to where customers use their own bag.

Currently, High Street outlets seem to have little interest in promoting the B4L concept.

Consideration might be given to developing initiatives which could help to bring them on

board.


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More generally

There was some feeling that a generic B4L identity and branding would help to

communicate the B4L concept and values as well as making them more universally

appealing and acceptable across different outlets.

In this context, consideration might be given to making the design of the supermarket

bags more neutral and acceptable to all, with less focus on store branding.

To develop some momentum behind a shift towards greater usage of B4L, a co-

ordinated marketing approach is required.

A communications strategy needs to be developed which would involve educating and

then motivating consumers. At the same time there is a need for the supermarkets to

give greater priority to promoting B4Ls and their regular usage .

Ideally, a mass media advertising campaign operating both in the national media and at

point of sale, would help to kick start the shift towards B4L.

Why dont the government advertise the benefits of thesebags? People dont know about the environmental damagefrom all these poly bags.

(C2DE males, 45+, Scotland)

There were some suggestions that both the education process about B4L and

developing the motivation to use B4L might be stimulated and enhanced via school

initiatives encouraging children to encourage their parents to get involved.

If they told our kids at school and they came home and startedtelling us then it would make us older ones aware who dontnormally listen to things. When your kids are telling you things,if you go into schools and preach to the kids how important it isto re-use your carrier bags the kids then come home and tellus adults. You would listen then.


At this stage we suspect that any build up of B4L usage needs to start in the

supermarkets. In the High Street, there are additional barriers, relating to the fact that

the shopping is often less planned and the shopping itself is more indulgent and image-

laden.

In time and with education consumers should become more aware and accustomed to

re-using bags beyond the supermarket context.


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APPENDICES

1. Recruitment Questionnaire

2. Discussion Guide

3. Omnibus Questionnaire


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y:jn2094\2094q

Andrew Irving Associates

Lloyds Bank Buildings

Muswell Hill Broadway

London N10 3RZ

Tel. 020 8444 5678

JN2094

Recruitment Questionnaire

January 2005

Respondents Name: Sex: Male 1

Female 2

Address:

Post Code: Group Date:

Telephone: Group Time:

Good morning / afternoon. I am from Andrew Irving Associates and we are conducting some

market research in this area on peoples attitudes towards shopping. Could you help us,

please? Thank you very much, but first of all can I ask a few questions to make sure that we

talk to the right cross-section of people.

Q1. Do you or any members of your immediate family/close friends work in/for

READ OUT/SHOW CARD A

Market research 1

Retail marketing 2

Retailer or consumer advertising 3

Public Relations or Journalism 4

Retailing, i.e. shops or stores 5

Any company involved in the manufacture 6 Close

distribution or retailing of plastic bags

Any company involved in waste collection 7

or disposal

Any company involved in the recycling of 8

waste products

Environmental lobby groups, e.g. Greenpeace 9Friends of the Earth, etc.

----------------------------------------------------------------------------

None of the above 10 Q3

Q3. What is the occupation of the main wage AB 1 Closeearner in your household? ----------------------------------------

WRITE IN BELOW AND CODE OPPOSITE B

C1 2

C2 3 Q4

D 4E 5 Close


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JN2094 January 20052

Q4. And which of the following age bands Under 18 1 Close

do you come into? ----------------------------------------

READ OUT /SHOW CARD B 18-21 2

22-24 3

25-29 4

30-34 5

35-39 6 Check40-44 7 quota

45-49 8 then

50-54 9 Q5a

55-60 10

61-64 11

65-70 12

----------------------------------------

Over 70 13 Close

Q5a. Which of the following types of shopping do you do regularly?

READ OUT/SHOW CARD C

Q5b. And which do you do occasionally?

STILL CARD C

Regularly

(a)

Occasionally

(b)

Supermarkets or groceries 1 1

Clothes shops 2 2

High street shops other than for

clothing or groceries

3 3 See

*DIY stores 4 4

* AIM FOR A SPREAD OF RESPONDENTS CODING 1-4 AT (a)AND (b)

FOR RESPONDENTS CODING 1 AT (a) OR (b), ASK Q6a.

IF 1 NOT CODED AT (a) OR (b), GO TO Q7.

CHECK QUOTA


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Q6: Ask only if 1 coded at Q5(a) or Q5(b)

Q6a. Which of the following supermarkets do you use regularly?

SHOW CARD D

Q6b. And which do you use occasionally?

STILL CARD D

Regularly(a)

Occasionally(b)

Aldi 1 1

ASDA 2 2

Budgen 3 3

Co-op 4 4

Iceland 5 5

Kwiksave 6 6

M&S 7 7 See*

Morrisons 8 8Safeway 9 9

Sainsbury 10 10

Somerfields 11 11

Tesco 12 12

Waitrose 13 13

Wm. Low 14 14

* AIM FOR A SPREAD OF SUPERMARKETS USED REGULARLY AND

OCCASIONALLY

CHECK QUOTA THEN Q7.

Q7. Which of the following statements best applies to you?

READ OUT / SHOW CARD E

I do most of my shopping on-line and 1

rarely go to shops

I do a lot of my shopping on-line but 2

occasionally go to shops

I do some shopping on-line but I also 3 See *

like going to shops

I do very little shopping on-line and 4

prefer to buy most things from shops

I do not do any shopping on-line 5

* NO MORE THAN TWO RESPONDENTS IN EACH GROUP SHOULD CODE 1.

CHECK QUOTA THEN Q8.

Q8. Are you an active member of any environmental lobby group such as Greenpeace or Friends

of the Earth?

Yes 1 Close

----------------------------------------No 2 Q9


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Q9. Finally, have you taken part in any market Yes 1 Close

research group discussion in the last ----------------------------------------

6 months? No 2 Recruit

If respondent fits quota, send him/her an invitation card confirming date, time and location of theinterview. Make sure that respondents name, address and telephone number, and the date and time ofthe interview is clearly recorded on the front of the questionnaire so that you can telephone him/her with areminder to attend.

I hereby declare this questionnaire has been completed according to the instructions and the Market

Research Societys Code of Conduct, and that the respondent was unknown to me at the time of recruitment.

RECRUITERS NAME:

SIGNED: DATE:


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1

Topic Guide

1. Warm up Explain about purpose of discussion, tape recording etc. Invite respondents to introduce themselves in terms of occupation, interests,

circumstances, children in household, car ownership, etc. General approach to shopping what kind of shopping do they do more / less

often? Supermarket, high street, clothes, DIY, etc.? When? Where? How? Spontaneous concerns about issues relating to shopping? Probe for any

spontaneous reference to environmental concerns

2. Behaviour with regard to carrier bags What types of bags used regularly / occasionally? How does this vary according

to type of shopping? What types of bags do they use mainly? What other bags do they use? What are their likes and dislikes of different types of bags?

3. Attitudes to single use bags What do they think of single use plastic bags? What are their good and bad

points? What encourages use of single use bags? What puts people off using/limits use of single use bags? What spontaneous concerns are there about single use carrier bags? What do these relate to? How widespread / intense are these concerns? What is the extent of awareness of environmental impact of single use bags? What happens to their single use bags after initial use (recycle, re-use, other use,

disposal)? What factors prompt recycling of single use bags? (or not?) Where do they keep their single use bags What encourages / discourages them from re-using single use bags? How many single use bags do they think they use a week/year? What ideas do they have for reducing number of single use bags used? How interested are they in reducing use of single use bags? Why/why not? Awareness of single use bags adverse affects on environment? Reactions to information about single use bags adverse effect on the

environment

4. General Attitudes towards B4L What do they know about B4L? How have they come across them / found out

about them? What have they heard about them? What do they understand about the replacement of a B4L when it is worn out?

(i.e. that it is free except at M&S) What is their experience of using them

Users: What has prompted them to use them? Triggers for use? What was good about them? What encourages use more often/ more regularly? What was not so good? How often are they used? What kind of shopping are they used for? What about

other types of shopping? What limits usage of B4L? How does this work? Where do they keep their B4L (home, car boot, handbag, etc) When and how often do they use their B4L (every shop, most shops, monthly

shop, weekly shop, top-up shop, impulse buying)


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2

What stops them from using their B4L (forgot left at home / in car boot, too bigto put in handbag/briefcase, dont like using Tescos bags in Sainsburys etc)?And how do they remember to take it with them?

What are their B4L preferences (plastic, textile-based, hemp, etc)? Would they like to see different sizes for B4L (e.g. handbag size, traditional size,

shopping trolley/car boot size, etc) Are they aware of different functions for B4L and would they use them (e.g. wine

B4L, insulated B4L) Do people use freezer bags (i.e. insulated cool bags)? If so do they remember

to take them shopping? what prompts them to remember/use, etc

Non-users/Infrequent users/lapsed users What puts them off using B4L? What are the reasons for not using them at all / more often? How do they feel

about not using B4L? Would they like to use them more or do they just not care? What would encourage them to use B4L at all / more often? Lapsed users why did they lapse How do they feel about using B4L in different scenarios, e.g. supermarket? high

street? Clothes? DIY? Does willingness to use B4L vary according to differentscenarios?

Is B4L more acceptable for some sorts of shopping than others? How does thiswork?

5. Perception of B4L activity by different supermarkets/outlets Which shops putting more/less effort into B4L or reducing the use of single use

carrier bags? What sorts of things are they doing?

Are they encouraging shoppers to use B4L? How? What are the main barriers to using B4L?

* product related barriers* other barriers (cost, habit, cultural acceptance, remembering to take them)* also consider different types of stores, shopping scenarios

How could these be overcome?

6. Ways of encouraging take up and use of B4L What could be done to encourage them / people to use B4L? Use B4L more

often? What needs to be done? Raising awareness of benefits/ changing mindset More financial reward (e.g. money off shopping. How much would be motivating) Financial penalty e.g. retailers charging for single use bags that are currently

free (e.g. 5p per bag) Other incentives can they suggest what they could be

* e.g. donations to charity* loyalty points

Increased awareness at POS Increased prominence and availability of B4L Changing habits Changes to form and design to improve aesthetics/functionality?


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3

7. Reactions to a selection of B4L products Size & shape Look / appearance / street appeal Material used Perceived durability/ruggedness Functionality / ease of use, etc. Probe reactions to examples of bags from:

* grocery multiples e.g. M&S, Sainsbury, Tesco, Superquinn, Carrefour, etc* Designer stores e.g. Prada, Liberty, Harrods, Fortnum and Mason* Overseas e.g. Monoprix handbag pouch* Fashion outlets e.g., FCUK, Accessorize

Appeal of different types of shapes and formats e.g.* wheeled trolley* rucksack*

standard sized carrier bag* drawstring bag* handbag pouch* string bag

Preferences for aesthetics/material/size (e.g. plain colour, Save the planet typecampaigning slogan, fashion icon image, e.g. FCUK, accessorize examples,attractive prints, e.g. floral/natural/stripes, etc.)

Views on retailer branding on bags would this prevent wider usage Views on using bags to communicate a message e.g. save the planet /

recycle / its fantastic to use less plastic type message

8. Reactions to ideas/propositions for stimulating use of B4L

Appeal of design competition e.g.,* shoppers or their children submit designs to win personal prize and winning

design is produced* supermarket in house design team (e.g. George/Cherokee) design bags and

customers vote on winner* leading fashion designers design bags Stella McCartney/Katherine

Hamnett/Burberry etc. (Which other designers would be liked)

9. Self-Completion Questionnaire


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y/:jn2094/2094rep Andrew Irving Associates

114701 BAGS FOR LIFE SECTION

Thinking now about "bags for life" by which I mean the strong carrier bags that you buy from supermarkets and

other retailers to use every time you shop and which are replaced free of charge when they wear out.

Q1 Which of these describes your experience of "bags for life"? READ OUT, ROTATE ORDER, TICK

START. SINGLE CODE ONLY.

I have heard of them but never bought one 1

I have bought one or more of these bags 2

I have never heard of them 3

(DON'T KNOW). 4

ASK Q2 IF BOUGHT ONE OR MORE OF BAGS FOR LIFE (CODE 2 AT Q1) OTHERS TO NEXT

SECTION

Q2 How often do you use one of these "bags for life" when you go shopping? READ OUT, FLIP

SCALE, TICK START. SINGLE CODE ONLY.

Just about every time I go shopping 1

Quite often 2

Sometimes 3

Very occasionally 4

Never or hardly ever nowadays 5

(DON'T KNOW). 6

Q3 What type of bag do you usually use when you shop in . . . . . . . . . . . . .? READ OUT, ROTATE

ORDER OF EACH TYPE OF SHOP AND BAG, TICK START. SINGLE CODE ONLY.

Supermarkets

or grocers

Clothes shops High street shops other than

for clothing or groceries

DIY stores

The free carrier bags provided in the shop at

the time

1 1 1 1

"Bags for life" previously bought from a

retailer

2 2 2 2

Old carrier bags which I am re-using but

which are not "bags for life"

3 3 3 3

My own bag, basket, rucksack or trolley 4 4 4 4

Other (specify) 99 99 99 99

(DON'T KNOW). 100 100 100 100


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Stage 2 : Quantitative Benchmark Survey


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Stage 2 : Quantitative Benchmark Survey

Introduction i

Sample Profile ii

Summary & Conclusions iv

Attitude to Recycling 1

Frequency of Supermarket Shopping 3

Supermarkets Shop 4

Driving to the Supermarket 6Making Use of Free Vest Bags 7

Vest Bags: Dislikes 9

Number of Vest Bags Use Each Week 11

Reusing Vest Bags 13

Other Uses for Vest Bags 14

How Dispose of Excess Vest Bags 15

Use of Alternatives to Vest Bags 16

B4L: Awareness & Purchasing 18

Reasons for Purchasing a B4L 20

Other Uses for a B4L 21

Number of B4Ls in Home 22

Use of B4Ls For Grocery Shopping 22

Remembering / Forgetting B4L 23

Replacing B4Ls 24

Recognise the Term Bag for Life 25

Interest in a Bag for Life 27

Reasons for Resisting B4Ls : Verbatims 32Reasons for Buying a B4L 33

Ideas for Promoting B4Ls 36

B4L: Alternative Designs 38

Attitudes to Vest Bags 41

Appendix: Questionnaire 43


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y/:jn2094/2094rep Andrew Irving Associatesi

Quantitative Benchmark Survey

Following the qualitative stage we set up a large-scale quantitative study to explore

the extent to which the views expressed in the qualitative research are represented

across the country. This component is intended to both act as a stand-alone study

showing current behaviour and attitudes towards bags and recycling, but it can also

act as a benchmark against which future studies will be able to demonstrate the

extent to which attitudes and behaviour change over time.

The content of the questionnaire was partly based on the findings that emerged from

the initial qualitative stage. This proved to be particularly valuable in helping us to

produce appropriate and comprehensive attitudinal statements.

In total we conducted 1048 street interviews across GB, dividing the interviews

across the regions according to their relative populations (accepting that we needed

to book a number of whole interviewer-days in each). Fieldwork took place between

2

nd

-10

th

March 2005, a period marked by blizzard conditions and heavy snowfallsacross many parts of the country. Around a third of our interviewers complained

about the length of the questionnaire; if the survey is repeated we need to reduce the

number of questions.

Quotas were set to represent the adult GB population by gender, age and SEG (we

allowed interviewers some flexibility to reflect the profile of their allocated sampling

point). We only excluded those few who rarely or never shop in supermarkets.

Completed questionnaires were returned to the office for checking and coding, we

also conducted a minimum of 10% telephone check-backs on the work of each

interviewer. On this project the work of all interviewers proved to be satisfactory.

Data processing was conducted by a specialist bureau to our specifications.


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y/:jn2094/2094rep Andrew Irving Associatesii

Sample Profile0% 10% 20% 30% 40% 50% 60%

Male

Female

18-24

25-34

35-44

45-54

55-64

65+

Married / co-hab

Single / wid / div

Children


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y/:jn2094/2094rep Andrew Irving Associatesiii

Sample Profile

Base: all (1048)%

Male 48Female 52

18-24 1025-34 1735-44 21

45-54 1855-64 1665+ 18

Married / co-hab 58Single / wid / div 41

Children


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y/:jn2094/2094rep Andrew Irving Associatesiv

Summary & Conclusions

One in three like to think they recycle everything that can be recycled, 14% admit

that they do not recycle at all (higher among


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y/:jn2094/2094rep Andrew Irving Associatesv

Two-thirds of purchasers though tell us their main subsequent use of these bags is

for shopping (supermarket + other stores), however only a third of purchasers

regularlyreuse their bag for grocery shopping.

13% ofallsupermarket shoppers claim to use a B4L most times they shop.

The main problem is simply that you forget to take the bag with you, unless you keep

it handy in your pocket / handbag or in the car.

Only a third of purchasers realise the bag would be replaced free, and only a third of

thesehave asked a supermarket to replace a bag (=12% of purchasers, 5% of all

supermarket customers).

Three-fifths of supermarket shoppers (70% of women) recognise the term Bags for

Life.

Only one in three are interested in purchasing a B4L in the future. There is more

motivation from being able to acquire stronger bags (particularly DEs) than for

reducing the waste from vest bags (although ABs are more receptive). Clearly both

aspects need to be stressed; this is a product that benefits boththe consumer and

the environment.

There is widespread agreement that supermarkets should do more to encourage

customers to return waste for recycling, but only two-fifths support the idea that

supermarkets should charge for vest bags.

While it may be unpopular, charging for vest bags would certainly encourage people

to purchase B4Ls instead. Only one in five think they could be persuaded to buy a

B4L by being told about the environmental damage caused by vest bags. Certainly

those who do not recycle are very unlikely to want to hear any ecological arguments.

From the three examples we showed, there is most enthusiasm for the (Irish) Green

Bag, which half of women and a third of men say they would use on their main

supermarket shop.


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Attitude to Recycling

(asked at end of interview)Q20 SHOWCARD I Finally, I would now like you to think about the recycling of your household

waste. Which one of these statements best describes you?

Base: all (1048)%

I recycle everything that can be recycled 33

I recycle a lot but not everything that can be recycled 30

I recycle sometimes 23

I do not recycle 14

We asked this standard WRAP question about recycling at the end of the survey; wedid not want to focus our respondents on this issue before we had asked aboutplastic bags in detail.

In reality there can be very few households who actually recycle everythingthat canbe recycled, although one in three like to think that they do, this proportion increasing

with age (from just one in four of the under-35s through to 45% of the 65+).

At this point in the interview respondents would now be aware of the purpose of oursurvey, since preceding questions referred to the ecological impact of the waste fromplastic bags. In spite of this 145 (14%) are prepared to admit that they do not recycleat all, and the proportion is much higher among the under-35s (23%, compared with13% of 35-44s, through to just 6% of the 65+.) Only 9% of ABC1s tell us they do notrecycle, compared with 14% of C2s and 20% of DEs.

In our full tabulations we show all questions cross-analysed by those who claim torecycle everything / a lot (the first two codes), by those who recycle only sometimes,

and by those who never recycle. Overleaf we show demographic differences inattitudes towards recycling.


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Attitude to Recycling

62%

64%

52%

63%

64%

69%

74%

62%

75%

68%

63%

54%

41%

64%

61%

71%

61%

66%

64%

64%

69%

62%

38%

36%

48%

37%

36%

31%

26%

38%

25%

32%

37%

46%

59%

36%

39%

29%

39%

34%

36%

36%

31%

38%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Male

Female

18-34

35-44

45-54

55-64

65+

Children in h/h

AB

C1

C2

DE

Scotland (n=95)

North

W&W / Mids / E

London & South

Vest Bags 10+ / wk

Use under 10 / week

Main Shop Tesco

ASDA

Sainsbury's

Morrison's / S'way

Recycle a lot / all Some / None

Above we combine the top two and bottom two statements from the question on

recycling, and contrast the opinions among different demographic groups. Thishighlights the age and SEG differences discussed on the previous page, and alsoshows that the majority of our 95 respondents in Glasgow and Edinburgh admit thatthey rarely (25 of them) or never (33) recycle.


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Frequency of Supermarket ShoppingQA About how frequently do you personally shop in supermarkets nowadays?Q1 How frequently do you or your household go to the supermarket foryour main grocery

shop, as opposed to buying just a few grocery items?

PersonallyMain h/h

Grocery ShopBase: all (1048)

%(1048)

%

4 times a week or more 14 3

2-3 times a week 41 13

Once a week 35 65

Once every 2-3 weeks 6 10

Once a month 3 5

Less often * 2

Dont do a main shop 1

We excluded those who never shop in supermarkets. Over 90% of our respondentsare in the supermarket at least once a week, indeed most are shopping insupermarkets at least twice a week.

Two-thirds of households are still in the habit of doing one main shopping trip eachweek, while the proportion who do their main grocery shop more frequently isroughly the same as the proportion who shop less frequently than this.


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Supermarkets ShopQ2a Which supermarket do you use for your main shop?Q2b And which supermarket or shop do you use when you go for just a few grocery items?

0% 10% 20% 30% 40%

Tesco

ASDA

Safeway / Morrisons

Sainsburys

Somerfield

Co-op

KwikSave

Iceland

Aldi / Lidl / Netto

Waitrose

Marks & Spencers

Budgens

Small corner shop

Other (write in)

No main / top-up shop

Main

Top-Up

We have slightly under-represented AB households, over-represented C1s and DEs.The most frequently used supermarkets among our respondents are Tesco andASDA, with similar numbers using Morrison's / Safeway and Sainsbury for their mainshop. A third of our AB respondents but only one in ten of our C2DEs do their mainshop in Sainsbury we will therefore be slightly under-representing JS customers inour sample. Within our full tabulations we show all questions cross-analysed by themain shoppers for each of the top 4 supermarket groups separately. We also splitout the 25 people who mainly shop in three discounters; Aldi, Netto or Lidl.

Co-op and corner shops are also used for top-up shopping, although many simplyreturn to their main supermarket.


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Supermarkets ShopQ2a Which supermarket do you use for your main shop?Q2b And which supermarket or shop do you use when you go for just a few grocery items?

Main Top-Up EitherBase: all (1048)

%(1048)

%(1048)

%

Tesco 35 20 46

ASDA 34 17 42

Safeway / Morrisons 15 13 23

Sainsburys 14 10 21

Somerfield 5 10 14

Co-op 4 20 21

KwikSave 4 6 8

Iceland 2 6 9

Marks & Spencers 1 6 7

Budgens * 1 1

Waitrose 2 4 5

Aldi / Lidl / Netto 2 5 6

Small corner shop 17 17

Other (write in) * 2 2

No main / top-up shop 1 2 0

The above data formed the basis of the chart on the previous page.


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Driving to the SupermarketQ3a Do you usually drive to the supermarket for your main grocery shop? PROMPTQ3b And do you usually drive when you go for just a few grocery items?

Usually Drive

For MainShop

Top-UpShop

Base: all (1048)%

(1048)%

Usually drive 64 43

Do not 35 55

No main /top-up shop

1 2

Two-thirds drive to the supermarket for their main weekly shop the proportion islowest among the under-35s (55%) and the 65+ (59%), among DEs (43%), andamong our Scots (47%).

Only 43% drive to purchase their top-up shopping a third of those who drive fortheir main shopping therefore use other means for their top-up shop (we met only 11people who drive for top-up shopping but not for their main shop).


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Making Use of Free Vest Bags

79% 77%

8%11%

1% 1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Main

Grocery

Shop

Top-Up

Shop

Dont do mainshop / top-up

Rarely or neveruse vest bags

Only some itemsinto vest bags

About half intovest bags

Mainly use vestbags, also use

other

Put practicallyeverything intovest bags

Note that the question asked about free plastic carrier bags we refer to vest bagsfrequently in our reporting, but this term does not appear in our questionnaire.

Vest bags are ubiquitous; those who put practically everything into vest bags on theirmain shopping trip outnumber those who rarely or never use vest bags by 10:1. 18%of the 55+ (but only 7% of the under-55s) rarely use vest bags or only put someitems into vest bags on their main shop (the green portion on our chart).

Even for top-up shopping, over three-quarters are putting practically everything intovest bags, while 15% (but almost a quarter of the 55+) rarely use vest bags for theirtop-up shopping or only put some items into vest bags .


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Making Use of Free Vest BagsQ4a Most supermarkets provide free plastic carrier bags at the checkout. When you go to

the supermarket for your maingrocery shop to what extent do you make use of thefree bags?

Q4b And when yougo for just a few grocery itemsto what extent do you make use of the freebags?

Main Top-UpBase: all (1048)

%(1048)

%

I putpractically everythinginto the free plastic carrier bags 79 77

Imainlyuse the free plastic carrier bags,but also use other bags or boxes

6 4

I putabout halfof my shoppinginto the free plastic carrier bags

3 1

I only putsomeitemsinto the free plastic carrier bags

3 3

Irarely or neveruse anyof the free plastic carrier bags

8 11

Dont do a main shop / top-up 1 1

The above data formed the basis of the chart on the previous page.


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Vest Bags: DislikesQ5 Is there anything at all that you dislike about the free plastic carrier bags? PROBE What

else?

1stmention

Allmentions

Base: all (1048)%

carrier bag usage 2005

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