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Psychological interventional approach for reduce resource consumption: Reducing plastic bag usage at supermarkets

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  • Ohtomo, Shoji
  • Ohnuma, Susumu

Abstract

A field study was conducted to investigate the reduction of plastic bag usage at supermarkets. Many behaviors leading to potential damage to the environment may be unintentional. This study applied a dual motivation model to plastic bag usage and examined the effects of an intervention aimed at promoting pro-environmental behavior. A voice prompt intervention was implemented in Japanese supermarkets. In the first (control) week, shoppers were given free plastic bags by the cashier. In the second (intervention) week, cashiers asked shoppers whether they wanted plastic bags. We collected observational and questionnaire measures of variables that predicted free plastic bag usage during the intervention. The results supported a dual motivation model of behavioral change. The voice prompt decreased the usage of plastic bags by both discouraging unintentional usage and encouraging an intentional reduction in usage. Possibilities for interventions designed both to attenuate unintentional motivation and to promote intentional motivation are considered.

Suggested Citation

  • Ohtomo, Shoji & Ohnuma, Susumu, 2014. "Psychological interventional approach for reduce resource consumption: Reducing plastic bag usage at supermarkets," Resources, Conservation & Recycling, Elsevier, vol. 84(C), pages 57-65.
    • Handle: RePEc:eee:recore:v:84:y:2014:i:c:p:57-65
    DOI: 10.1016/j.resconrec.2013.12.014
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    References listed on IDEAS

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    1. DiClemente, Diane F. & Hantula, Donald A., 2003. "Applied behavioral economics and consumer choice," Journal of Economic Psychology, Elsevier, vol. 24(5), pages 589-602, October.
    2. Gerrard, Meg & Gibbons, Frederick X. & Vande Lune, Linda S. & Pexa, Nancy A. & Gano, Michelle L., 2002. "Adolescents' substance-related risk perceptions: antecedents, mediators and consequences," Risk, Decision and Policy, Cambridge University Press, vol. 7(2), pages 175-191, June.
    3. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    4. Frank Convery & Simon McDonnell & Susana Ferreira, 2007. "The most popular tax in Europe? Lessons from the Irish plastic bags levy," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 38(1), pages 1-11, September.
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    Cited by:

    1. Yong Li & Bairong Wang, 2021. "Go Green and Recycle: Analyzing the Usage of Plastic Bags for Shopping in China," IJERPH, MDPI, vol. 18(23), pages 1-10, November.
    2. Khalid Mehmood & Fauzia Jabeen & Shilpa Iyanna & Hui Zhang & Patrice Piccardi & Nagendra Singh Nehra, 2024. "Exploring drivers of behavioral willingness to reduce plastic consumption and socially responsible consumption behavior: A stimulus–organism–behavior–consequence paradigm based environmental managemen," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(4), pages 3098-3118, July.
    3. Chou, Chien-Cheng & Chiang, Cheng-Ting & Wu, Pai-Yu & Chu, Chun-Ping & Lin, Chia-Ying, 2017. "Spatiotemporal analysis and visualization of power consumption data integrated with building information models for energy savings," Resources, Conservation & Recycling, Elsevier, vol. 123(C), pages 219-229.
    4. Elena Borasino & Hanna Fuhrmann-Riebel, 2022. "New Kids on the Recycling Block: the Role of Supermarkets and Bodegas for Sustainable Consumer Behaviour in Lima," Circular Economy and Sustainability, Springer, vol. 2(3), pages 857-881, September.

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