Kumar Satyam, Abhay Amoli, Gunjan, Rhea, Sukriti Sharma

Abstract

The Bring Your Shopping Bag (BYOB) Policy has greatly influenced consumer psychology and mindset towards their shopping behaviour. It has curbed the utilization of single-use plastic bags on a large scale. The BYOB policy along with awareness campaigns, individual & community initiatives, and the legislation by the government has forced the consumer to switch to the alternatives. All these efforts have not only contributed to reducing the piling up of plastic waste but also promoted the recycling of plastic bags and other plastic items. This article addresses the challenges faced in the adoption of the BYOB Policy and highlights the measures that were taken to resolve them. Along with this, it also highlights the pattern that can be observed in the changing consumer behaviour towards the environment.

Introduction

Plastic waste is one of the dominant problems of this era. The increasing amount of microplastics in the human body is the living proof of it. The BYOB Policy plays a major role in solving the accumulation of huge amounts of plastic waste. This policy has directly influenced the consumer mindset and behaviour by not only forcing them to change their shopping patterns and enhancing green consumer values but also by increasing their tilt towards environmental values ultimately leading them towards sustainable development (Gordon‐Wilson et al., 2022).

1. Impact of BYOB Policy in Plastic Waste Reduction

Implementation of the BYOB (Bring Your Bag) Policy has played a major part in the reduction of plastic waste. Along with it, the enforcement of a compulsory fee is not only reducing the utilization of single-use plastic items but also promoting the reusability of the substitute items and the customer choice is largely influenced by the charges and discounts on these items (Thompson et al., 2024). In addition to levying a compulsory amount of fee, the introduction of regulatory laws and educational initiatives also helped in restricting the use of different plastic items such as plastic bags, plastic pouches and shopping bags. These non-biodegradable items can lead to irreversible damage to the environment which is irreparable (Warner, 2010). A case study from China showed that due to government regulation, vendors in China charge for plastic bags, which has resulted in a 49% decrease in the utilization of new plastic bags. This has ultimately helped in reducing the overall impact of plastic waste (He, 2012). Besides the regulatory approach, awareness initiatives and campaigns on the community level by staunch campaigners have shown a positive outcome in those areas which are largely affected because of plastic waste (Sornil, 2012). Adopting a circular economy approach is another way of tackling this issue. The approach follows the adoption of BYOB policy under which a partial ban or a complete ban on single-use plastics not only encourages the reduction in the consumption of plastics but also promotes recycling efforts and the usage of the alternatives of plastic which are much more environment friendly (Лубсанова et al., 2024).

A case study from the US showed that every year distribution of over 100 billion plastic bags all over the country has caused a great burden on the environment. This situation compelled the US government to intervene in the situation by bringing legislation to effectively curb the usage of plastic waste all across the country. As a result of which, a total of 11 states in the US have enforced statewide bans on plastic usage starting in February 2022 (Wang et al., 2022). A significant reduction in the use of plastic bags was observed in Kenya after the imposition of a ban on single-use plastic bags by the government. Later on, pollution assessment was carried out in the different marine bodies of the country, and it was observed that out of 750 plastic samples that were collected, only 53 of them were single-use plastic. This serves as proof that the implementation of such policies has a significant impact in mitigating the accumulation of plastic waste (Kosore et al., 2024).

2. Consumer Behaviour Towards Environment

In early times, the responsibility towards the environment was not that much vital for the environment. Compared to the changing times, during the early days, the prime importance was given only to earn profits in a particular business. Without any doubt today, we need profit-making firms too, but nowadays environmental protection is our duty not only for firms but also for people so that we can make upcoming generations learn about mother nature. Also, the effect of waste was not reduced or mitigated to a level where it should not harm the environment (Srinivas, 2015). So, basically, as a responsible consumer, we should know how we can spread more awareness about keeping our environment clean and healthy.

           2.1 How Consumers Today See This?

So, today if we see there is a lack of education in people, on how the waste which is impacting the environment like a bane, should be properly disposed of so that day by day it reduces the bad impact on the environment. Also, digital products have impacted us making the environment unfit. This raises questions about improper planning of dumping of waste. As we use our shopping bags, we basically will have to optimize resources. In other words, we can save them so that we can utilize them. It reduces plastic waste eliminating the need for single-use plastic bags.

We have got the problem and now it can be solved as one step at one time can save millions of lives….THE QUESTION IS HOW?

• So, people should start taking handmade cloth bags for shopping, as in many places this step is importance to the environment.
• The companies should spread awareness by making consumers watch and hear about the adverse impact of using plastic polythene bags on social media platforms like Facebook, Instagram, LinkedIn, YouTube etc. Also, we can relate to college students as they help in spreading information through roleplay, and doing theatre plays.
• Also, some non-profit organisations mainly take the initiative to engage with consumers.
• Some organisations or some government initiatives make the citizens of our country participate in the programs held by them.
• Some online organisations take the initiative for our mother nature.
• People who participate in these programs get certificates as a reward.
• And not only for getting something as a reward but to engage with nature to educate the upcoming generations about it.
• The need is to develop the habit of using our shopping bags rather than single-use plastic bags.
• Also, choosing good quality cloth bags is very important.

Individuals should contribute to a greener environment, prompting a clean and sustainable future for our country.

3. Environmental Impact Evaluation Of BYOB vs. Single-Use Plastic Bags

Worldwide concern about plastic debris has led to several inventions to restrict single-use plastic waste, the “Bring Your Bag” (BYOB) movement has drawn international attention as a solution. The practice inspires consumers to employ eco-friendly bags instead of using disposable plastic bags when making purchases, hence suppressing the pessimistic environmental influence linked to plastic bag manufacturing, and adulterants (Rochman et al., 2013). As plastic bags are a major altruist to environmental destruction—particularly in ocean ecosystems—BYOB programs have been implemented in several countries across the globe as an integral part of overall waste management initiatives (Jambeck et al., 2015). Although BYOB has been lauded for its ability to minimize the usage of plastic unwanted along with encouraging sustainable consumption patterns, an in-depth Environmental Impact Assessment (EIA) is required to ascertain the comprehensive ecology outcome of the initiative. These evaluations do not only look at the direct decline in plastic bag usage but also analyze the potential resource usage, carbon footprint, and waste resulting from the production and disposal of reusable bags (Williams et al., 2008).

The impetus of this paper is to assess the environmental impact of the BYOB policy, analysing its advantages and defaults to create an overall perception of its contribution towards global waste management. Single-use plastic bags, as insubstantial and convenient as they are, take centuries to break down and cause enormous environmental destruction. Manufacturing, wastage, and poor management of plastic bags lead to defile, negatively affect wildlife, and add to landfill pressures (Jambeck et al., 2015). Conversely, BYOB systems incentivize the use of reusable material, lowering the demand for plastic bag usage and encouraging good shopping habits (Browne et al., 2015). The aim of this is to analyze the environmental outcome of BYOB over single-use plastic bags using considerations such as carbon footprint, usage of resources, waste, and long-term environmental implications. Comparing the two options, the research would contribute to providing answers on whether and how big-scale implementation of BYOB proceed towards would be achievable as well as potentially lead to the alleviation of plastic wastage and all its determinants.

4. Green Marketing Effect on Consumer and Producer

Marketing affects the masses through psychology. However, market and marketing have been present since the Vedic period. However, Vaishya’s strategies & execution differ in today’s world (Chandel, 2018). Yet today, consumers have an upper hand; variety for a single product as per age, colour preference, medical conditions, novelty, regional or cultural differences are the evidence (Abe, 2023; Гарайшина, 2024). Masses are consumers on which production growth or declination depends (Consumer Demand and Producer Responses, 2022). Both consumption and production are a cycle handled by marketing. Further, Sustainable development is a major concern of every person either consciously or unconsciously. Green marketing can ensure development in BYOB Policy practice in ground reality via awareness programs and strategies both in cooperation with government as well as private agencies. Such programs are constantly initiated but their propagation is a challenge (Wagner, 2017). BYOB policy completely aligns with SDGs yet the message inside these attempts fails to grasp the attention of the targeted general audience for the long term (Bogers et al., 2022; Janoušková et al., 2019; Sustainable Development Goals (SDGs): Assessment of Implementation Progress in BRICS and MINT, 2022). Advertisements should focus on cause-and-effect techniques to increase environmental values in the masses for linking their emotions with serving SDGs (Suganya, 2023).

The environmental conscience of consumers leads to willingly paying premium prices at green restaurants because influencers successfully linked their emotions with cause to serve is one example of ‘green marketing’ (Suttikun & Mahasuweerachai, 2023; Nurhadi et al., 2024). In India, 95% of the population shares 30% of the country’s wealth (Anand & Thampi, 2016). Such masses argue “somehow, they are so busy in fulfilling their daily responsibilities that they forget to bring bags from their home. Although, they are aware of the negative effects of over-consuming-readily-available street polybags bringing their shopping bag is not the norm and is inconvenient” (Muposhi et al., 2021). While big shopping bags need modification to suit various items, available bags are not cheap. It is a common story of places where the economy is unevenly distributed; like Iraq, and Bangladesh (Al-husseinawi, 2023; Singh et al., 2020). In such circumstances, good marketing could tackle such a huge consumer problem by reminding and appreciating their effort to follow BYOB policy. Simultaneously guide production departments toward the need for modification in carry bags and encourage them to design various green alternatives accessible to local vendors. “Don’t find customers for your products, find products for your customers.” is a famous quote by Seth Godin, an author and marketing strategist. In addition, with large-scale marketing, manufacturers should be promoted and rewarded for delivering more green designs {using Reusable Cloth Bags, Biodegradable Bags, Paper Bags, Mesh Produce Bags, Tote Bags, and Compostable Bags} or take initiatives to fire up consumer’s need to apply BYOB policy regularly (Godman, 2013). At last, with wide internet access, marketing techniques and regular education campaigns or awareness programs, consumers are leaning toward environmental values and implement BYOB Policy and producers/entrepreneurs should be motivated to attempt their best for advancement in BYOB Policy and grow mutually (Warner, 2010; Rezabakhsh et al., 2006; Touri, 2020; Hu et al., 2024).

5. Long-Term Behavioural Change and Sustainability of BYOB Practices

There are some factors on which the policy Bring Your Shopping Bag (BYOB) depends, and one of them is sustaining the changes in consumer behaviour. While creating immediate impacts, regulatory interventions and awareness campaigns are great options. But if we talk about long-term sustainability, it requires embedding pro-environmental behaviours into our day-to-day routine and social norms. Research suggests that for maintaining BYOB practices over time, habitual behaviour formation plays a crucial role. (Verplanken & Wood, 2006). Now, if we talk about sustaining environmental habits then social influence and peer behavior also contribute significantly. Many communities actively promote eco-friendly practices through their incentives and local policies and are used to see higher retention rates of BYOB adoption (White et al., 2019). Additionally, we educate consumers on continuous reinforcement through public campaigns used to ensure that BYOB remains an integral part of shopping behaviour and not a temporary trend (Steg & Vlek, 2009). Studies indicate that there are some factors like personal commitment and intrinsic motivation which significantly affect the persistence of sustainable practices (Van der Werff et al., 2013). Well, not on the personal level only, government and business can also further support long-term behavioural change by integrating  BYOB policies with other sustainable practices, such as offering discounts on reusable bags, increasing tax charges on plastic bags or loyalty programs for eco-conscious customers  (Sun & Trudel, 2017).

Moreover, cultural and economic factors play a vital role in influencing the sustainability of BYOB adoption. There are some countries where environmental consciousness is high, consumers are more likely to adopt sustainable shopping habits for the long term (Thøgersen, 2014). However, there are some other regions too, where convenience still dominates over consumer choices, and continuous policy reinforcement and behavioural nudges are necessary to sustain the changes (Shearer et al., 2017). By combining regulatory measures, social reinforcement and economic initiatives, Policymakers and businesses can ensure that BYOB practices lead to lasting environmental benefits. There are many long-term studies on plastic waste reduction, which suggest that consistent policy enforcement and consumer education are essential for maintaining the effectiveness of such initiatives  (Homonoff, 2018).

Conclusion

Various initiatives, policies, and strategies such as awareness campaigns, green marketing, the BYOB policy, and green consumer values have contributed significantly to influencing consumer psychology and behaviour. As a result of which, a major decline can be observed in the utilization of single-use plastic bags. In addition to this, the strict implementation of regulations by governments in different countries has minimized the unnecessary wastage of plastic bags and promoted eco-friendly practices such as recycling, eventually adhering to the SDGs norms set by the United Nations. However, future studies need to be performed to explore the additional factors which influence consumer behaviour and to evaluate the long-term effect of such policies.

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