help me say no

Help me say no:Our damaging bag addiction, how can we stop?

Catherine LambN0297276Fashion Communication and Promotion.Word Count (not incl quotes): 7,468

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.

This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed.

Should this statement prove to be untrue I recognise the right and duty of the board of examiners to recommend what action should be taken in line with the University ’s regulations on assessment contained in its handbook.

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7Contents.

introduction. 6

Welsh levy on bags: Case Study. 10

Consumers. 14

Shopping is fun. Or is it? 20

Those that we cause suffering to. 30

Give ‘em a Yiddishism noodge. 40

Bags. Bags. Bags. oh, The choice. 48

Where can we go from here? 56

Appendix. 66

Bibliography. 102

The good say ‘no’...The bad. say ‘yes’...The ugly say ‘of course!’Look what I have bought.

Necessity vs. Enjoyment.The Food Shop.The Highstreet shopping trip.

The environmental effects.But does it matter? Do we even give a damn?Another addiction. Another waste.

Nudge effects.Fogg and the gang.Change can be fun.

The single use ones.The reusable ones.

Project. Not campaign.Exclusivity.Looking at the formation of a cult.Here is the plan.

COnclusion. 54

9An Introduction.Fig.

1. C

losin

g do

wn

view

on

high

stre

et. (

oppo

site

page

)

Bags. Bags. Bags. We all have one, or many. But when it comes to shopping we like to use plastic or paper,

single-use, disposable bags. We use them and forget about them, but they are not quite as disposable as

we have been thinking. There has been a considerable amount of attempts to try to stop this ‘dirty ’ habit

internationally; closer to home a recent levy has been imposed in Wales. But has it worked? Yes and no, some of

us are just too addicted. We rely on them. We need them even. It is the only way of shopping that we know.

With an all too familiar view on the high street of struggling shops putting constant reductions on and other

shops having closing down sales, something needs to be done to give an overall boost (see fig. 1). There has

been much speculation over why this is happening; some putting the blame on the growing Internet sales market,

while others on the economic downturn as shoppers are financially struggling at the moment. The Government is

constantly stressing the importance of spending at the moment to get out of the recession, but, ‘Shoppers are

spending less and reducing their high street visits as they turn to other retail channels.’ (Holland, 2012)

10 Fig.

2. D

iagr

am o

f pro

ject

aim

. (op

posit

e pa

ge)

‘The Government would like to reverse this downward trend; working with retailers, local government and others to

improve the prosperity, diversity and social and economic contribution of the high street to our lives.’ (Department

for Business Innovation & Skills, 2012)

Together these two don’t mix, people need bags to shop. How can they continue to cut down bags while

boosting consumer spending? This report will speculate on behaviour change, trends in shopping and carrier bags

whilst trying to get the two to glide smoothly together with one goal: A campaign to drive sales up, and waste

down. (see fig. 2)

12

Welsh Levy on Bags: Case Study.

The Welsh Government decided to lead the way for the United Kingdom and impose a levy on bags. The levy is

for all single-use bags, from Tesco’s, to McDonald’s, Topshop and French Connection; all shops have to charge 5p.

However, there are various exceptions when it comes to unpackaged food. (see fig. 3)

Before the ban was put into place, the Welsh Government enlisted Cardiff University to do some research into

‘behavioural and attitudinal implications.’ (Welsh Government, 2012). They also enlisted help from Keep Wales Tidy

over how much they thought should be charged, what exceptions to the law there should be etc. (Williams, 2012).

‘Keep Wales Tidy agrees that the cost of bags from the manufacturer is not a reasonable cost to be deducted from

the gross proceeds. Retailers have historically paid manufacturers for carrier bags, only to then give them away and

so the current proposals would not further burden retailers. In fact success in this scheme would see retailers distributing

fewer bags and thereby saving money.’ (Gray, 2010: p9)

13Fig.

3. R

ecei

pt w

ith h

ighl

ight

ed 5

p ch

arge

.

The new law requests that retailers track records of how many bags

they sell and if they give bags away for free, the fine is pretty hefty,

up to £5000. All the 5p’s collected from the levy can really mount

up, and The Welsh Assembly Government’s Voluntary Agreement

with retailers (2011) clearly states; ‘we encourage retailers to

pass on the net proceeds to environmental causes and we would

particularly welcome initiatives that benefit local communities’. When

the law was first introduced many retailers had a small notice by the

tills stating where the proceeds were going to go. However, since

that the notices have diminished so many people do not know

where their money is going anymore. From correspondence I have

had from Keep Wales Tidy, I have learnt that only a small proportion

of proceeds go to environmental charities like themselves (Moulogo,

2012). So if the 5p was to be considered as an offset, not enough

retailers actually give to the charities that help the environment for it

to have a positive effect. Even so, I have spoken to a representative

from Keep Wales Tidy, Catherine Moulogo and she explained that

‘As an environment charity of course we would rather everyone say

no to single use carrier bags as their production and disposal are a

strain on the environment.’ (Moulogo, 2012)

‘BRC (British Retail Consortium) spokesman Richard Dodd said:

“Compulsory charging for single use plastic bags is a brutal

approach, which risks switching people off from engaging with

environmental issues. A voluntary and incentivised scheme would

be far better – for example people who bring in their own bags are

rewarded through coupons or a points scheme.”’ (Morgan, 2012:

p.2) People have varied views as to whether what has been done

will work. But does it depend on what their involvement with the

problem is and whether there is motivation to change?

15

Does the levy work? From observations made whilst in the St David’s Centre in Cardiff, there were definitely

certain types of people that the levy has an effect on and others not so much. There are also shops that

tend to sell more (single use) bags than others; when I interviewed a sales assistant in East, Carmarthen, she

said they probably sell three bags a week! (Anon, 2012). Which is a tremendous achievement and has

caused me to look at what type of people shop here. However she did add that the clothes are wrapped

in tissues even when the customer chooses not to have a bag, and she thinks that may have an impact on

their success of cutting down bags.

16

The consumers.

From my initial research, 63.5% do not or hardly ever re-use bags on the high street (see appendix no. 2), this really reinforces the fact

that there is improvement to be made in this area.

As just touched upon in the previous section, it has become apparent through my investigation that there are certain groups of people

who seem to find it harder to say ‘no’ to the dreaded single use bag, and then those who have seamlessly switched to the new way of

shopping.

‘The good say ‘no’…The lower social demographics such as D, E and C2, who have a substantially lower income, have to be savvy with their money and

it makes the task of shopping more of a chore than if you have a high disposable income. I noticed this group in Cardiff, shopping in

bargain stores and they were quite a lot of the time using Tesco’s 6p ‘bag for life’ bags. They are really saving every penny.

‘The bad say ‘yes’…However, the social demographic of people that I am looking at is ABC1. They have a more senior occupation, and therefore a

higher income: With this income, they can spend a lot more on items that are for pleasure rather than for necessity. This is the larger of

the two social demographic groups that I have highlighted, 55% as opposed to 44% (National Readership Survey, 2010), so there

is a large percentage of the population that still needs that help and an extra push to start saying ‘no!’ In spite of this, as the socio-

demographic factors have less of an effect on the green purchase intention than the psychographic factors do, (Akehurst et al, 2012),

this classification needs to be narrowed down.

18

And the ugly say ‘of course!’

Socio-demographic groups, C2, D and E could also be part of my consumer group if the psychographic variables fit. One of these listed in a report

by Akehurst (2012) (see Appendix 11.a) is a personal consumption expenditure; this is a good way to narrow down my exact consumer, as through

observation you can tell they are materialistic and often have high aspirations and taste. They have large amounts of materialistic goods, clothes

and make-up. These could be described as fashion enthusiasts or style seekers, only 20% of consumers but 58% of expenditure. (Ghosh, 1994: p153

in McGoldrick, 2002). They shop a lot. On the weekend, in their lunch hour or whenever they have a bit of free time. They are most likely not to have

started a family yet, so they have that extra bit of disposable income to spend on materialistic goods. (Mintel, 2009). Delving a little bit deeper into the

materialistic nature of the consumer, according to a survey by Glamour magazine, ‘More than half (54%) of women were in debt up to £10,000, and 70%

discarded clothes after wearing them, and on average they owned seven clothing items they’d never worn. The environment was cited as their greatest

concern’ (Rumsey, 2012). This leads me to raise the question: Is the environment really their greatest concern when their levels of consumption and waste

are so high? And do they know what damage their waste levels are having on the environment? I need to address what really matters to this consumer in

order to be able to reach out to them with my message.

I also mentioned, that it was certain types of shops that seemed to attract the bag addicts; shops such as Topshop and Hollister. Looking at their

customers, a Hollister customer is young and definitely has a specific style, while Topshop has a pretty large consumer base, most people shop there. They

are both very much like communities, and the people who belong in these communities are very fashion conscious. This is something to be considered in

the recommendation.

‘I’m totally intoxicated with shopping! Whenever I’m sad, shopping can make me happy.

Whenever I’m in pain, shopping can heal me. Whenever I feel tired, shopping is my stress

reliever. For some this may sound awful but shopping is really my short-term solution to

everything. Retail therapy can do wonders for me!’ (Lush Angel, 2009)

According to research, it may also be suggested that liberals have more green purchase behaviour intentions in contrast to conservatives. It is also

suggested that, ‘conservatives endorse the group-focused moral concerns of in-group loyalty, respect for authorities and traditions’ (Graham et al,

2012): As bags are treated as a tradition of shopping, it could be suggested that the consumer, that is being focused on, is more likely to have more

conservative political views.

19

Fig.

4. C

onsu

mer

Pro

file.

Fig. 5. Instagram photos of shopping bags.

21

Look at what I bought!I have also highlighted certain groups of people that share with the world their purchases on social media sites, such

as Facebook, Twitter and Instagram. I have searched using the hash tags, #shopping, #shoppingspree, #shoppingbag

on Instagram and have found lots of images that people have shared of their shopping bags (see fig. 5), really

proving the point Posner makes here, ‘For many customers, the bag is considered to be an important element of the

shopping experience and deemed just as much of a status symbol as the garment and product contained within it.’

(Posner, 2011: p.146) I have also spoken to Amiee Littlefair, who take photos of her purchases and uploads them to

Twitter and Instagram frequently, asking her why she does it, she knew exactly why she took the picture of the Mulberry

bag, ‘I’ve wanted one for so long, since I was like 16 years old, so I wanted to show off and prove to everyone that I

had finally got one.’ (Littlefair, 2013). However, she also takes photos of her purchases from other, less expensive stores

such as ASOS, even though this is not a bag from a high street retailer, she still feels the need to share it with everyone.

She was a little unsure as to why she does this, but later admitted to the fact it was probably to show off that she has

been shopping! (Shopping behaviours are further discussed in the chapter Necessity vs. Enjoyment.)

With all this taken into consideration, my aim would be to have a project that is aimed at the personality type

highlighted here. They seem to be most stuck in their ways and have the closest connection with shopping as a hobby.

It also highlights the fact that it is all levels of shops, from New Look through to River Island, Ted Baker and luxury brands

such as Mulberry that a solution for cutting down bags needs to be found.

22

Shopping is fun: or is it?

Fig.

6. S

hopp

ing

mus

t be

fun

equa

tion.

(opp

osite

pag

e)

“But we need sales, Mr. Selfridge.”

“One begets the other, we need to put on a show!” Mr. Selfridge puts emphasis on the need.(ITV 1, 2013)

Fun. Fun. Fun. A shopping concept!

Lots of stores have or are in the process of introducing Wi-Fi to their stores at the moment, cafés or lounge areas and even nail and brow bars to improve

their customers shopping experience. Their theory being that the longer the customers stay in the store, the more they are likely to buy. This is backed up by

this simple equation I have put together; boring experiences mean less sales and fun ones, more sales. This is inspired by the quote below by Ashley from

the journal ‘Why Customers won’t relate’. (See fig. 6)

25Fig.

7. M

y Bu

bble

of F

un. (

oppo

site

page

)

With many of my target group classing shopping as a leisure activity, surely shopping has to be fun. When questioning people about my

topic, I asked them ‘why?’ a lot of the time so I could get an overall understanding of their hobby. Many people answered with something

about ‘the feel good factor ’ of shopping. Part of what makes up this feel good factor includes what is on the inside of my bubble of fun. I

have demonstrated in the bubble of fun, (see fig. 7) what happens when you take away one of the ‘feel good factors’, you are left with a

bit of a gap. When talking to interviewee’s from the initial questionnaires I distributed, some gave a few disadvantages they had felt from

having to reuse bags: Disadvantages such as losing the receipts and feeling like you are shoplifting. Any solution that I was to recommend

would have to take these things into consideration. They are both viable points, without a bag, where do you put your receipt and how do

the security guards know that you have purchased the item in your bag for life when you are walking out of the store.

People take things for granted, that is life. ‘It ’s very difficult to say, “I like the environment, I want it nice” and at the same time “I want my lifestyle

kept as it is.” So yes, I will do that, but don’t take this off me.’ (Female, North-West, October 1998 in Hobson, 2001) We have taken bags for

granted for so many years, it is no wonder we are struggling, now they have been taken them away from us. We need a bit of persuasion or

motivation. It is almost like retailers think if they take away the bags, there is going to be no negative impact on the consumer. The retailers

need to introduce something else to fill the void that the bag ban has produced.

Through observations I made of people making purchases, I noticed on one occasion in particular, when a lady had bought a perfume gift

set in Boots, she declined the bag, but no attempt was made by the sales assistant to help her put her purchase in her personal bag. It was

obvious that she was laden with lots of Christmas shopping bags and struggled to fit the box into her bag. Although there has been a levy

on the bags, there has been no levy on the service that you get. The after sales is vital so that the customer comes back to make repeat

purchases, not just service in order to make sure they can secure a sale. It is excellent service customers should expect, not satisfactory, for

example, “The empowered employee who confidently goes above and beyond for a customer in despair or confusion is a practitioner of

Performance Magic par excellence.” (Zemke, 2003: p.31) A lot of emphasis has been put into the added extra benefits in stores to create

a fun shopping experience, for example all the new technology; nevertheless, it seems that good, old-fashioned customer service has been

pushed the bottom of the list of priorities. So what needs to happen? Like Mr. Selfridge said: ‘we need to put on a show’ (ITV 1, 2013).

26 Fig.

8. P

erce

ntag

e of

wom

en w

ho e

njoy

supe

rmar

ket

shop

ping

vs.

high

stre

et sh

oppi

ng.14.3%

41.2%

The food shop.

People all shop for different reasons, if they need something, if they want something or if they

are just simply having a look. One thing I think most can agree on, is that you do not go to the

supermarket, where you do your food shop for a browse and enjoy the trip. 14.3% of female

shoppers enjoy supermarket shops compared to 41.2% of females who enjoy shopping mall

trips. You come with the intention of buying for your physiological need to eat at supermarkets.

(Dholakia, 1999 in McGoldrick, 2002). (fig. 8)

Whilst being in Tesco, Carmarthen, a year after the levy had been introduced, virtually all

customers were re-using bags. According to the One Show’s statistic, there has been a 96%

reduction of their use in food shopping (BBC One, 2012). In fact, if you do not, there is a bit

of a stigma attached, you are quite obviously the odd one out and in our culture people do

not necessarily want that.

necessity vs. enjoyment

27

41.2%Asch’s theory is that people conform to the norm, which he proved in his simple experiment (Asch, 1951 in PsyBlog, 2007). He brought

participants into a room one at a time to ask them, which two lines were the same, an easy question with an obvious answer. Apart

from the fact, he had got eight others (in on the experiment) in the same room and told them to give the wrong answer. 50% of the

unknowing participants gave the same answer as all the others, the wrong answer. Asch wanted to find out why this was; the answer he

got when he interviewed the participants was that they, ‘All felt anxious, feared disapproval from others and became self-conscious’

and that ‘some said they went along with the group to avoid standing out, although they knew the group was wrong.’ He followed

up this experiment with a similar one, where they wrote the answer secretly instead, the percentage of conformity was reduced down

to 12.5% from 33%. This information all proves that trends and the social norm is an effective way of changing behaviour. This will be

considered in further detail later in the recommendation, along with the importance of trend.

Out of nearly all the people I interviewed about the subject of reusing bags, they kept bags for life in the boot of their car. They

always have their car with them when they go for the weekly grocery shop and so they always have them with them. It is easy to

remember to bring them with you, because you would not leave without your car. This is the type of effect that I am looking to create

but whilst shopping on the high street.

There is also the valid point of the enjoyment between the two types of shopping. Many people describe the weekly food shop as a

chore, rather than a form of enjoyment, unlike those whose hobby is shopping, previously mentioned in the Consumer chapter. Does the

enjoyment disappear when it is a necessary purchase? Food is a necessity; no enjoyment and so the bag suddenly does not matter?

Or were the supermarkets’ bags never really designed to be a coveted item, more of a practical matter.

28 Fig. 9. Shopper profiles. (both pages)28

The high street shopping trip.

However, the food shop is not the only necessity type of shopping in some peoples’

minds. A study called The Complex Shopper clearly showed that there is a range of

different type of shoppers, experience lovers, fretting frugals, passive purchasers and

social adventurers that all view shopping in different lights (The Integer Group, 2011).

29

Fretting frugals and passive purchasers both see shopping in retail as a chore and

will do so only when they have to. Therefore becoming a necessity again, ‘Shopping

is like having a haircut, I can only put it off for so long.’ (The Integer Group, 2011). I

can use this information to narrow down my consumer by the type of attitude they

show towards shopping, and gives me insight into how they shop. The experience

lovers and social adventurers both are made up of a majority of females, and

experiences some of the following emotions displayed in fig. 9. They fit in to my target

consumer group.

30 Fig.

10.

Mas

low

’s hi

erac

hy o

f nee

ds. (

oppo

site

page

)

Maslow’s hierarchy of needs could also be looked at in relation to bags, putting each bag to a certain level. (Maslow, 1970 in

McGoldrick, 2002). Tesco bags putting themselves under the physiological needs, it covers their basic needs and has the most

amounts of people satisfied; the bag no longer bothers them. Whereas with Topshop bags, they co-inside with the belongingness

needs, customers walk around with the bag and feel a membership with the Topshop community. Further up the hierarchy triangle,

in self-esteem and self-actualisation needs (two groups with the lowest percent of satisfaction) are bags such as Selfridges,

Calvin Klein and Dolce & Gabanna, etc. People thrive to carry around the bags from these shops that fit under the aspirational

categories. Although, the exact shops can all depend on what the consumer ’s values are. (see fig. 10)

The self-actualised consumer is expanded upon here, ‘we do not buy products and services anymore - more and more what

we buy are concepts and experiences that build up our self-identity and uniqueness (what we eat, drink, wear, drive, where we

live, what we do or want to do in work and in our free time, study, believe in, etc.). Concepts and experiences must offer ‘unique’

requirements.’ (Chenet & Johansen, 1999 in McGoldrick)

32Those that we cause suffering to.

People are now arguing that the bags are not as damaging to the environment as government officials are making out. In fact, the

chairman of Packaging Direct in Hertford, Paul Marmot said, ‘If consumers are pushed into using hessian or cotton bags, instead of

plastic, it won’t help the environment’, ‘You would have to use a cotton bags 173 times to equal the CO2 usage of the humble super

market bag. That would mean using it every single week for 3 years.’ (BBC One, 2012).

Be that as it may, there are many other ways in which the bags can affect the environment. The infographic in fig. 11. (next page)

shows how production and disposal of the bags are causing suffering to our world and those around us.

35Fig.

11.

Env

ironm

enta

l effe

cts.

36

But, Does any of of that matter? Do we even give a damn?

‘Is concern for the environment mere lip service? Do we have one scale of value for Sunday talks and campaign programs

and another for our real decision making process?’ (Albers, 1984). Albers also goes on to say, that we will care for the

environment as much as we can, as long as it does not mean we sacrifice anything. So, if we are talking about care for

the environment in terms of plastic bags, we would not sacrifice them just for the environment, there needs to be another

motivational factor behind it to do so.

Another theorist has suggested that we do not do anything due to an ‘attitude-action gap,’ and that because we do not

know the specifics, and just that it is so called ‘bad for the environment’ or ‘un-environmentally friendly ’, we, as a population,

do not seem to be adopting a more sustainable way of living. (Burges et al, 1998 in Hobson, 2001) People seem to forget

about all the different factors that are causing environmental harm; they just know very vague stories of global warming,

climate change and carbon footprints. All these terms are very complicated and scientific, so for the average person, quite

difficult to understand. Perhaps a possible solution would be to bring the facts down to a more understandable level for the

target group of shopaholic’s, or to a level which they can relate with.

39

Besides, when there has been a social-psychological phenomenon researched called the bystander effect, where numbers on

individuals will not help a victim in an emergency situation when there are others around (Meyers, 2010), what chance does

the world have? The bystander effect could work for the environment being the victim instead, there has been correlation in

this theory, that with the more people around that could offer help, the less likely you are to offer help. Are we all thinking, well

someone else could help, why should I?

Getting a person to relate to environmental damage could also be a very important factor for getting people to act, as

Hobson found out in her survey that she carried out. ‘To be honest I don’t even think about the hole in the ozone layer. It ’s not

there when I walk outside so you just forget about it. You can’t see it. Well I suppose if I was here and you could see this big black

hole in the sky, you’d be petrified, wouldn’t you. And everybody would be doing what they could to make it better, but because

you can’t see it you don’t think about it. But if you were sat here watching it, you’d be dead scared, wouldn’t you? You’d be

doing all you could.’ (Female, North-West, October 1998 in Hobson, 2001). This female could be one of the many people in

my target consumer group; she has not got that motivation to reuse her bag because she cannot see the damage her waste is

causing.

40

Fig.

13.

Eco

Cup

.Fi

g. 1

2. In

stag

ram

s’ of

Cos

ta a

nd S

tarb

ucks

coffe

es.

41

Another addiction. Another waste.Another addiction of ours is our daily cup of take-out coffee. We buy them from the big chains, such as Starbucks and Costa on our way to

work, university, or while we are out shopping, and they all come in the cardboard cups (see fig. 12). So here we are again, with unwanted

waste, the paper cups are single use and get tossed in to rubbish bins without a thought. So like the bags, the cups go into landfill sites and it

is now just getting too much! ‘If you have daily cup of Joe, you’re looking at your own personal landfill within a couple of years. Shame on you,

you paper-wasting monster.’ (Stuff, 2008)

DCI products have developed a range of ‘Eco Cups’ and ‘I Am Not A Paper Cup’. Gorgeous and covetable, they are sold in big high street

retailers, such as Urban Outfitters (see fig. 13). Their mission, to cut back on the amount of paper cups with a cute fashionable reusable cup!

They are another alternative to the metal flasks that people use, but Stuff review site are right, they come across as a bit ‘smug tightwaddery’

as they put it (Stuff, 2008). It is for the office worker trying to cut down on their coffee purchases to save money. The ‘I Am Not A Paper Cup’

is designed to look like a paper cup with the ‘snap-on’

style lid and the heat protective sleeve. Is this the key to

designing eco products? To look as similar as possible

to the original non-eco version: People do not like to be

seen as being “tree-huggers”. ‘In fact, the desire to take

on board global environmental issues was limited as many

interviewees expressed a desire to not be seen being

too “green”.’ (Hobson, 2001)

Although this project has much strength, its main weakness

is the fact that the big coffee chains are unaware of them,

and so will only use the disposable cups. This however,

also gives them an opportunity to try and get involvement

from them. In consideration of the bag project, it shows

that retailers have to be brought on board to have

maximum effect.

42 Give em’ a yiddishism noodge.

‘“Yiddishism noodge“ is a noun meaning “pest, annoying nag,

persistent complainer,” . . . To nudge is “to push mildly or poke gently

in the ribs, especially with the elbow.”’ (Thaler et al, 2008: p4)

43

Fig.

14.

Sm

okin

g C

ampa

igns

.

Like the ‘I Am Not A Paper Cup’ work, there have been lots of campaigns

to try and curb people’s habits and change their behaviour; quit smoking

campaigns probably being the biggest of recent times. There have been

various ways of doing this from NHS help packs, video advertisements,

street advertisement to warnings on cigarette packaging. Since the

smoking ban in 2007 was introduced there has been a considerable

amount of people that have stopped, with the motivation being placed

on their own health and the health of others around them. Beauty was also

used as motivation in campaigns that would be targeted at the smoker

that ‘looks’ are important (see fig. 14). All these campaigns are trying to

‘nudge’ people into a different way of living. Another example is healthy

eating, lots of work has gone into improving how people eat; putting

healthier foods on a shelf that is at eye level, that is the type of nudging

that will help people to decide to help themselves. (Thaler et al, 2008)

44

Fogg and the gang.

Fig. 15. BJ Fogg’s motivators. (opposite page)

BJ Fogg, a behaviour analyst has done studies into what changes behaviour and has come up with the stages of the decision making process for

when you decide whether or not to change the way you act: Motivation, ability and trigger.

The motivation is what makes you want to do something, these can include, sensation, anticipation and social cohesion. (Fogg, 2011) (see fig. 15).

· Sensation could be pleasure or pain, so as a motivator for helping to stop using bags, it could be that you are happy that you are

helping the world.

· Anticipation, could suggest that if you do not stop using the bags, something bad will happen, a fear rather than any hope.

· Social cohesion could be used as a motivator for reusing bags as it can be associated to people trying to fit in with the crowd, however

at the moment it is more of a deterrent due to a bag for life not being considered as status symbol.

Fogg then goes on to say about the ability to do something, so the key to getting someone to change his or her behaviour is to make it simple

to do (Fogg, 2011). In Wales they focus on the ability of not being able to pay 5p, the opposite, a deterrent. Its effectiveness, arguable. 5p is

such a small amount that it is so easy to pay; Keep Wales Tidy suggested a charge of 15p, similar to that of parts of Ireland. (Gray, 2010: p4). To

follow Fogg’s idea of ability, the use of a bag for life needs to be easier, easier to remember to bring with you and use, and easier to swap with the

branded single use bag.

The final stage of Fogg’s behaviour model is the trigger, also known to marketers as the call to action. The call to action here is when the shop

assistant says, ‘do you need a bag today?’, with the desired answer of, ‘No thank you, I have my own.’ However, a trigger is needed to remember

the bag when going somewhere to shop or leaving the house: Especially among the shopaholic consumer that I am targeting with this behaviour

change.

46

Other theorists have explored behaviour change, what leads to it and how you can prompt it. The heuristic-systematic model is

where the person uses a systematic process to weigh up their decision depending on relevance and importance to their judgment

task. (Chaiken et al, 1989 in Petty 2009). In this case, any environmental information that they read, must be considered to be

of importance to them, and gives them the motivation to give up their bag habit: Raising the point of relevant marketing again.

Similarly with the elaboration likelihood model, these decisions can be based on motivational and cognitive factors (Chaiken et

al, 1989 in Petty, 2009). The social cognitive theory relies on people’s behaviour changing on what a person learns in a social

context and through seeing how other people do. (Denler et al, 2009) This will take part as my trend starts to take place, fashion

followers will copy the trendsetters; the majority and leggard’s will follow innovators and early adopter ’s, if we were using Roger ’s

curve of innovation and diffusion. (Rogers, 1961 in Robertson, 1967).

48

change can be fun.

Fig.

16.

Vol

ksw

agen

’s Fu

n Th

eory

. (op

posit

e pa

ge)

I have also looked at Volkswagen’s fun theory, where they believe you add the element of fun to enable people to want to change their behaviour. This

is involving Fogg’s pleasure motivator. They have many successful examples, including the piano staircase and the bottle bank arcade machine. Many

of the theories add the fun through sounds and/or gamification. The world’s deepest bin managed to collect 41kg of rubbish more than usual just by

adding a sound effect that made it seem as though your rubbish was falling for ages and then crashed to the bottom. (Volkswagen, 2012)

49

It is not just Volkswagen who uses this theory; a successful example of this, is that of the Urinal Fly and this has now been commercialised. The

problem that was being spotted everywhere was the fact that public male bathrooms were always smelly and unsanitary; employing cleaners to

clean more often was becoming costly. The fun solution came from the male’s natural instinct to aim when given something to aim at, the Urinal Fly.

The simple fly sticker, stuck into urinals was made famous at the Amsterdam International Airport and can now be seen in many places. The Urinal

Fly ’s humorous advertisement on the website shows a lady sitting on the floor between two urinals, with the caption, ‘Are your floors clean enough for

her?’ (Anon, 2009).

Fig. 17. Urinal Fly.

51bags. bags. bags. Oh, the choice.

The Single Use Ones.

When I surveyed a group of people about their thoughts on a variety of bags, I got the response, that many of the

female target group will remember; using Topshop, New look and River Island bags to carry your P.E. kit to school in. It

shows just how much plastic bags have become integrated into their lives. (See appendix 9.d)

The bags all attract very different thoughts and opinions on them, and through a semiotic study, I have unveiled some

of these, which has brought me closer to what it is that people love in the bags and why. My preconception of this

research project was that it would be the luxury retailers’ bags that would be the problem to get people to ditch, as

they provide the customer with status. However, in the online survey, faced with a picture of a Primark bag, I uncovered a

mixed bag of opinions. Ranging from ‘I wanna know what goodies it withholds! Bargains!!’ to ‘Cheap, trampy.’ Primark bags,

although from a bargain store, carry positive semiotics, ‘goodies’ and ‘bargains’. (Appendix 9.b) People will want to carry

the Primark bag to have the status, ‘I’m a seriously good bargain hunter!’

People love bags, and with them being walking billboards for the retailers, it is no wonder that they will be against this

trend of ditching single use bags. Although now, many have turned to making longer lasting ones to fit in with the latest

trends, with the battle of the bags commencing. (Barbaro, 2007)

52bags. bags. bags. Oh, the choice.

Fig. 18. Bag for Life mountain.

53

The Reusable Ones.

Reusable ones became big business when the eco worries first

started. In 2007, the most coveted bag for life was the ‘I am Not

a Plastic Bag’ bag: People queued for hours to get their hands

on one or if you didn’t want to queue, you could always pay a

small fortune for one on eBay. The ‘I am Not a Plastic Bag’ bag,

used as a case study in the book, Marketing Fashion. It was sold

mostly through Sainsbury ’s for a mere five pounds. It appeared

in Vanity Fair and was seen on the arms of many celebrities, from

Kylie, Mischa Barton, Sienna Miller, Kiera Knightly and Lily Allen

(We Are What We Do, 2011 and Posner, 2011). It really shows

the power of the celebrity and fashion magazine.

Then it comes to the bag of 2009 Marks and Spencer ’s released

bags designed by David Downton with drawings of Twiggy, Lily

Cole, Erin O’Connor and Noemie Lenoir on: The bags were very

popular, gaining a lot of press attention and they became very

coveted bags as they were dubbed with being one of the best

eco bags out there. (Modculture, 2009).

There are a huge variety of different reusable bags. Journalist,

Cocozza talks about our ‘bag-for-life mountain’, she herself has

11 at the present time. She then goes on to raise a relevant

point, ‘some of these bags are compostable, of course, but

perhaps we need to make them last longer – or at least come up

with a new name for them.’ (Cocozza, 2010). Name is something

that can be considered in the recommendation and further

research.

55

Fig.

19.

Elly

n G

rant

with

sutc

ase.

Even pull along trolleys, that we are used to seeing old ladies pulling along,

have got trendier, being aimed at the young and trendy that live in the city.

(Mintel, 2009). Interviewee, Ellyn Grant, told me about how she used a suitcase

to put her supermarket food shop into. Her reasons being of ease and the

fact that supermarket bags are now so flimsy, they always break (Grant, 2012)

(see fig. 19). She tweeted this picture; she is the type of person that I would

like to target as a trendsetter in my recommendation chapter because of her

willingness to try something new, and the fact she will have a following due to

her credibility as a ‘fashionista’.

Bloomingdale’s Brown Bag collection, a plastic, hard wearing version of their

standard free single-use bag, went through a stage of being hugely popular

and then they got ripped off; fakes were sold at most markets around the UK.

Their perception is now, ‘I really don’t like these bags, they have been around

for ages, were once unique and cool’, ‘annoyingly bought it to look cool,

ended up looking stupid’ and ‘I hate these bags. They became way too

common and ripped off.’ (Appendix 9.e) Although, during their heyday, they

were not bags for life, but handbags, they look a lot like the shape of bags for

life now. Something similar to what the Bloomingdales’ Brown Bag was, needs to

be created to persuade people to reuse.

56 conclusion.

Through this research, I have come to the following conclusions about my research that will need to be considered for the

recommendation.

· There is a specific group of people that struggle to switch to the sustainable way of shopping; saying ‘no’ to single

use bags. Materialistic consumers, with a disposable income (either due to the fact they have a high income or

they have no one that depends on their income). Their personal consumption expenditure is high and shopping for

them is a hobby, not a necessity. They are motivated by status and care a lot about what people think of them.

· The Welsh levy of 5p is a trigger for people to use bags, but the ability is not there. People need to be able in

their minds to say ‘no’.

· Shopping should be a fun experience, and through research there is a lack of customer service in todays high

street.

· People do not necessarily care about the environment, they cannot see the damage they are causing and it may

not be directly affecting them.

· The key ways to change behaviour, I have highlighted, are, making information relevant to the reader, in order for

them to be able to respond correctly. Especially as the consumer group are very materialistically focused. People

learn from others, so starting a trend will get people to change their ways; no one wants to be the odd one out.

Finally, that change must be fun, if it is hard work, change just will not happen!

· The market is overcrowded with ‘bags for life’ and many are just not very pretty or fashionable. Design of bags and

inspiration from successful bags must be considered.

58

Where can we go from here?Where can we go from here?

Balancing too much consumer waste and keeping the economic world turning.

It is obvious that we need to change our habits; it is just a question of how?

Bags may be biodegradable, but ecologists argue that ‘no packaging’ is the only type of environmentally friendly packaging there is

(Mintel, 2008). We need to reuse one bag over and over again. This is the type of change I want to influence.

Although it has been stated that retailers are against this change, even though they will save the money from having to buy bags to

give away, they lose their on street advertising. However, there are chief executives that are in support of change, as Sir Stuart Rose of

Marks & Spencer ’s explains, ‘Each of us in Britain uses 216 plastic bags a year. That’s a staggering total of 13 billion - and it’s time for

a revolution in the way we shop. In the high street we’re routinely handed free bags with just about everything we buy. We too often just

dispose of them and come back for more.’ (Rose, 2009)

The recommendation I am proposing from this research report is a project using PR to start a trend of not using bags: it fits with the

political, economic and social factors to be the ‘next big thing’ (TBF, 2010). The PR project will be a thorough affair, ranging from

press, to magazine material, events and online coverage. Financial inducement and ‘green’ points systems have been suggested to

encourage reuse, however this would not work with the consumer talked about in this research report, as this consumer is not bothered

by monetary persuasion, but their status foremost. It is that, that needs to be compromised on.

It is also been stated that, ‘By providing facts about environmental problems and potential local/personal solutions, knowledge growth

will lead us closer towards achieving sustainable development as individuals utilise new facts to make decisions about consumption

choices,’ (Ehrlich et al, 1999 in Hobson, 2001). There is positive correlation between the amount of knowledge people know and their

behaviour change.

61Fig. 20. Clareabella bag. Fig. 21. Ted Baker bow bags.

Project. Not Campaign.

The key to this is longevity, so the project needs to start small, gaining speed and size along the way. After all, it is a difficult task and will take time to

catch on, we are selling an ‘eco’ lifestyle to people who don’t like to be seen as ‘eco’.

Bags depend on people’s taste, so a singular bag campaign would not work. As much as people want to be the same, they want to be part of the

same community, but retaining as much individuality as possible. People know everyone owns Topshop clothing, but people still like to think of the way

they wear their clothes as individual. There are so many ‘bags for life’ on the market that there needs to be a source of help and advice for choosing the

right one for you.

The project would work with retailers of fashionable bags that could be marketed as a re-usable bag for shopping on the high street. Bags such as the

Clareabella bag and the Ted Baker bags (see fig’s 20 & 21). Cocozza (2010) mentioned earlier on in this report said that bags for life need a new

name, so for now, I will refer to them as their shopping bag. Singular, not plural.

But the project would also work on building relationships with fashion brands that are fashionable, credible and popular, such as Topshop and more

luxury brands such as Selfridges, to support this project. Brands will stand by the message of ‘reusing being the next trend’ and ‘the only way to shop from

now on’. Hopefully, it will start to make people feel that actually, the single-use-bag is about as uncool as smoking is now.

At the moment, people think the way forward is accepting less; ‘We

need to get used to things being packed in less attractive ways to

be greener. We should be able to trust the retailers well enough that

we are not tempted by the packaging’ (55-64-year-old ABC1 female

in Mintel, 2009). This should not be what we have to accept. The

reason there is still a huge consumer group not willing to change their

behaviour is because they are not willing to accept less. Everything is

important to them, the packaging all the way through to the way they

are treated: Customer service is ‘paramount’ (Fiona, 2012).

So not only is the project working with promoting the bags that look

attractive, but also working with a way of making the customer feel

even more special when they re-use. Making it an exclusive experience,

therefore making it a coveted experience.

63

Exclusivity

‘People want what they have more difficulty in gaining access.’ (Hubpages, 2009).

The project will get a group of the biggest bloggers and trendsetters on the streets, from a variety of different cities to start embodying the

message of this project. They can document about it, tweet about it and slowly their followers will start to pick up. A chain reaction. A detail

version of exactly how and when the different consumers will catch on, is in the final chapter, ‘Here is the plan.’

Exclusive groups of people that follow a certain trend or brand have a lot of attention: they are part of communities and it is this that people

then want to be part of. Think from mods right the way across to Abercrombie & Fitch followers. This is what the PR project will focus on; creating

a community and making a brand that people aspire to be a part of. They will take on the message and spread it; they want to be at the

forefront of the fashion market, and not seen as ‘eco-warriors’. This is primarily based upon social cohesion as a motivator, no one wants to be

excluded; they want to be part of the community (Fogg, 2011).

Looking at the formation of a cult.

‘The Mac and its fans constitute the equivalent of a religion.’ (Belk et al, 2005).

Apple Mac has taken off in recent years, with continual releases of the iPod and iPhone. But before that, only a small number of people owned

their products. It was exclusive to them and the loyalty was a two-way relationship. The cult was made up of a group of ‘true believers’, or

creatives that backed the slightly alternative brand, with Windows being too ‘mainstream’; they even refer to Bill Gates as ‘Satan’. In Belk’s report,

he explains how that, ‘even though Apple itself is a large corporation, the cult of Macintosh revels in the outlaw, anti-corporate, and rebellious

spirit that form the romantic myth of Apple Computer.’ (2005) They are ‘anti’ the norm, mac cult members have even gone as far as getting the

iconic apple logo shaved into their heads and tattooed on to them.

However, its exclusivity has drawn other towards it, people are wanting in on this close-knit community. Since then it has grown until it is what it is

today.

64

Here is the plan.

‘We know that consumers employ innate preferences, emotions and experiences, and social/cultural influences in making these decisions in

a more holistic process’ (Hoyer et al, 2011). The overall marketing plan will address all of the motivators for behaviour change that Hoyer

mentions.

· Getting bloggers on board.

This is where we will get the trendsetters on board, so people can copy them and we can place the shopping bag as a key trend. They

are the innovators, at the start of Roger ’s curve of innovation and diffusion (Rogers, 1971 in Robertson, 1967). The bloggers will have a

set of fashion fanatic follows, who will then take on the trend, being the early adopters. After that will be the early majority and late majority

when they notice something catching on in the everyday high street. The leggards will be the last to catch on; they are not so aware of

trends and are usually the last to catch on to things. Glamour and YouGov divided the shopaholic women into three sub categories, Style

Champions, Traditional Connectors and Practically Struggling (Rumsey, 2012). These sub-categories can be placed within the curve I have

created in fig. 22.

· Fashion editorial style brochure.

This would be a recycled paper style brochure promoting different types of bags they can be bought for their shopping bag, other

trends and ideas they can buy to fill their bags up with and new shopping places to shop: A guide to the new way of shopping really. The

brochure will be placed in supporting retailers across the UK. This part of the project could include co-creation, where people make the

magazine. People do not like being lectured, and don’t often do what they are told to do, they need nudging. Give them a role model, or

two or three in a brochure, place it in front of them and hopefully they will pick it up and catch on. “Finally, a continued public education

campaign is necessary to raise widespread consciousness about this issue.” – (Warner, 2010). This brochure although not wanting to be

seen as lecturing, can refer to the good the readers are doing in the environment by being part of the community. All information must be

relevant to them and in a positive manner. Being told off is never good. Praise is much better.

65Fig. 22. Roger’s Curve of diffusion.

67

· Social media platform.

Social media does not necessarily sell. Just because someone has liked a brand on Facebook, or follows them on Twitter, does not mean that they

have bought from them. It is just how they wish to be perceived on their online profile. This project is perfect to promote through social media, as the

idea is not actually selling anything, just promoting a new way of shopping.

· Getting magazine/newspaper publicity.

This should come when there is a small following behind the new trend. The story can be fed to magazines and newspapers. PR sites such as www.

prnewswire.co.uk and www.businesswire.co.uk could help with trying to get the story noticed by editors and journalists. The story should be newsworthy

and have a headline that appeals to my younger, materialistic, shopaholic consumer. For example, ‘A new cult. 0 calories and 0 waste.’

· Events.

Students are only a small part of my target group to influence a change in behaviour, but they are a community that has shopping events regularly

organised for them. These are events at which discounts are offered and turnout is usually high. This would be a great opportunity to raise knowledge

and gain followers.

Events could be organised in the future with specific shops that are on board with the action plan, incentives are given in the form of discounts,

freebies or an afterhours shopping party if they bring their own shopping bag in which to put new purchases.

· Build on it. What now?

In order to be able to bring this plan into action, I will have to research into successful branding. All marketing materials will need to be on trend, if

there is any chance that credible fashion bloggers and retailers will support this.

This message may resound with them;

‘These consumers are wary about remembering to bring their own bags with them when

shopping, but it is important to remember that society would be merely returning to a

practice used years ago’ Warner, B. (2010).

After all, most trends that we have are inspired by a trend that we had twenty, thirty years ago.

68 Appendix.

1. Methodology. 68

2. Initial Questionnaire. 70

3. letter to welsh government. 71

4. letters to Keep wales tidy. 74

5 & 6. observations. 78

8. interviews with shop assistants. 82

9. Online survey. 84

10. Interviews with others. 90

7. Interviews with consumers. 79

11. Tables. 91

12. Consent forms. 93

13. Tutorial sheets. 98

69Appendix.

70

1. Methodology

Primary ResearchInitial questionnaires were carried out to see if there was a problem, and whether this was an avenue worth researching in to. I asked 20 people initially and stopped there, as there was already proving to be a pattern. (Appendix 2)

More formal research started by contacting some people in informed places to get an overall view on the study. I contacted a representative from the charity Keep Wales Tidy, which had helped the Welsh Government with studies when the 5p levy, was placed. They were extremely helpful, with both keeping in contact and providing information. It is a link that will be kept up as I continue to do further research in a later stage of the project. I also contacted the Welsh Minister for Environment and Sustainable development, however this was less helpful, as the reply took so long to come through. (Emails and letters in Appendix 3 & 4)

In order to find out whom my actual target consumer is, research with a range of consumers was carried out. I started doing this by carrying out several observational days in Carmarthen town centre and Cardiff, St David’s Centre; both in Wales, where the levy has been introduced. In England, where shopping has carried on as normal. I also carried out interviews in the Victoria Centre, Nottingham, with people on their views of the levy that has been imposed in Wales, their habits of recycling bags and how they use them, their opinion of customer service and whether they reuse any bags at all at the moment. The volume of the shopping centres meant that any recordings were of very poor quality and so transcripts are basic. (Observations and Interviews in Appendix 5, 6 & 7)

I also wanted to find out insight from shop assistants, so interviews were carried out, in Wales and England, in a variety of different shops. I wanted to know their thoughts on the reception the public had had on the levy and also how many bags get used and reused (with levy and without). Interviews were taken with shop assistants from East, Topshop and Marks & Spencer’s. (Interviews in Appendix 8)

Finally, I wanted to consider the semiotics of bags, so I conducted an online survey to people of the shopaholic consumer group. The questions were to find out what people thought of when they were faced with certain different bags. The survey was sent out to 30 people of whom I selected due to the type of person they are. (Survey & results in Appendix 9)

71

Secondary ResearchIn consideration of books, not much has been written on the subject of bags; however, marketing and consumer behaviour change is quite well documented. Reports ranging from bags themselves, to environmental studies and our concern over the environment are all relevant topics to this research project.

Blogs have also been very useful to get inside the mind of a ‘fashionista’, and note about trends and things that they are following as trendsetters.

From the primary research carried out, speaking to various representatives of Keep Wales Tidy, I was given a selection of materials that they thought that would be of interest me. All of this has been studied in detail.

There have been a variety of television programs on recently, setting the scene on what it was like when the first department stores opened and when shopping started to be seen as a leisure activity. Although they are not accurate and trusted sources of information, it helped to give me an overall view on the history. This was especially helpful, as the history of the shopping bag was not well documented, making it a difficult research task.

72

2. Initial Questionnaire

1. Whilst shopping on the high street for clothes, make-up, and other retail products do you bring and reuse your own bag. (This does not include superstore shopping, for example at Tesco) Never Sometimes Most of the time Always

Answers: Never = 3 Sometimes = 10 Most of the time = 4 Always = 3

2. Do you feel a more uplifting feeling when purchasing something and walking out of the shop with their branded bag?

Yes No

Answers: Yes = 14 No = 6

Additional Answers:

Lois Rees: 1. Sometimes for small bits and pieces. 2. Definitly very happy walking out loaded with shopping bags.

Caroline Martin: 2. I feel a more shop lifting type of feeling if I walk out without a bag. Their bag gives me a sense of security.

Maria Rees: 1. I NEVER remember to bring a bag with me.

Mandy Nicholas: 2. I do feel more uplifted if I have a branded bag, especially if it is from a posh shop.

Heledd Bingham: 2. Much prefer paying 5p for a nice bag – especially if it is from a nice shop.

Nicola Latham: 2. Sadly, yes!

Kay Nicholas: 1. Sometimes I will use a for instance carrier bag when buying cosmetics, clothes etc as I have forgotten to bring a bag. 2. Following form the 1st question, every time I do use a tesco carrier bag, I instantly feel that I would prefer the branded bags. Then I remind myself that recycling is more important than image. My biggest issue are losing receipts if not in the shop related bag!

73

3. Letter to Welsh Government & Reply

Catherine Lamb15 Royal Albert Court,

Russell Street,Nottingham.

NG7 4GT

John GriffithsMinister for Environment and Sustainable Development,Welsh Government,Tŷ Hywel,Cardiff Bay.CF99 1NA

6th November 2012

Dear Mr. Griffiths,

I am writing to you for help with my third year dissertation about the use of bags and The Single Use Carrier Bags Charge (Wales) Regulations 2010.

I am a student at Nottingham Trent University studying Fashion Communication and Promotion, my home is, however, Carmarthen. For my final year, I am doing a report on this new “single-use” carrier bag law, titled “Help me say No: The 5p Law in Wales has caused massive decline in single-use bags in supermarkets; but people still feel the need to have one in fashion retailers. How do we make them feel happy without?”

I was wondering if you could tell me whether you are the person that was directly involved in this new law, if not, could you give me the details of whoever is. I am interested in finding out any research you had of peoples feeling from before the law came into force and have targets been met?

Yours sincerely,

Catherine Lamb

76

4. Emails to and from Keep Wales Tidy

From: Catherine Lamb [mailto:[email protected]] Sent: 09 November 2012 09:18To: Catherine MoulogoSubject: Help for my final year dissertation. Hi Catherine, I rang you earlier to ask about any information that you could possibly give to me. Just to give you a bit of background, I am a student in my final year of university in Nottingham Trent, studying Fashion Communication and Promotion. My final year dissertation is titled, “Help me say No: The 5p Law in Wales has caused massive decline in single-use bags in supermarkets; but people still feel the need to have one in fashion retailers. How do we make them feel happy without?” I was hoping you could give me any information on research done prior to the law coming into force and how involved you were in the process with the Welsh Government. I am also interested in targets that may have been set prior and whether they have been reached or not. I would also be interested in any leaflets you have about the damaging effects of plastic in the environment and how far all the 5p›s› go in the Keep Wales Tidy charity. Do Keep Wales Tidy help retailers try to keep the amount of people using bags down at all, or help the public remember to re-use? Lastly, (sorry for it being so wordy) do you think that, people think, that if they pay the 5p, it offsets any damage they cause by throwing away the bag after use? Would the charity as a whole rather people say no all together to bags, rather than making the 5p payment? Thanks for any help, Catherine Lamb

77

From: Catherine Moulogo <[email protected]>Subject: RE: Help for my final year dissertation.Date: 15 November 2012 10:35:58 GMTTo: Catherine Lamb <[email protected]>

Hi CathI have forwarded your e-mail to my colleague Jake who dealt with the consultation WAG (Welsh Assembly Government) conducted with a lot of stakeholders before the introduced the charge. He will be better placed to help you further. Sorry for my delay.In reply to your e-mail quickly:

1) Have you considered Ireland as a case study as well?

2) how far all the 5p›s› go in the Keep Wales Tidy charity?I do deal with the fundraising aspect of the Single Use Carrier Bag Charge (SUCB) at Keep Wales Tidy.The Welsh Assembly Government’s Voluntary Agreement with retailers (2011) clearly states; “we encourage retailers to pass on the net proceeds to environmental causes and we would particularly welcome initiatives that benefit local communities”However this is not mandatory, only an encouragement - and so retailers can donate to any charity they like. Some do donate the proceeds of the SUCB charge to environment charities such as Keep Wales Tidy but only a small proportion.To date, Keep Wales Tidy has received a total of £107,651 from bag proceeds, with some of the biggest supporters including John Lewis, McDonalds, Kath Kidston, Argos, Waitrose and Wilkinson. With businesses such as John Lewis and McDonalds, we have undertaken environment projects with them to support local community groups. I do issues press releases about these projects which highlights both the work achieved and the SUCB issue, we also give away free reusable bags made of recycled material - but Jake will be able to tell you what campaigning we have done in terms of reducing SUCB’sThese donations are fantastic and we are very grateful for them, however as a national charity it does not go very far and many other charities have benefited a lot more from the SUCB donations.

3) do you think that, people think, that if they pay the 5p, it offsets any damage they cause by throwing away the bag after use?I don’t know the research into this my personal opinion (not Keep Wales Tidy official comment) would be that - a large proportion of people are put off by having to pay for something that was previously free and so remember to save their bags (especially when doing the food shop)This is less so in fashion shopping where possibly things are impulse buys. Or more importantly if you buy designer labels you possibly want people to know you have purchased a designer item and not look “cheap” by carrying your Prada scarf in a Tesco’s carrier bag. {have any fashion stores made reusable bags?} - I have been shopping in England since the charge came in (to Wales) and tried to put an item in my own reusable bag - the shop assistant insisted that I had to take a single use bag of theirs (with their logo on it) as it was the retailers rule. She obviously was not aware of any other issue surrounding SUCB – but had a valid point – by using a retailers bag you are a walking billboard promoting their store/products.

4) Would the charity as a whole rather people say no all together to bags, rather than making the 5p payment?As an environment charity of course we would rather everyone say no to single use carrier bags as their production and disposal are a strain on the environment. (if you need a formal quote on that let me know and I’ll see if I can dig something up.

Hope this helps. I’m sure Jake will reply to you soon too.We would love to be kept updated on your research and see your results. Good luck ThanksCath

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From: Jake Castle Sent: 15 November 2012 17:28To: ‘[email protected]’Subject: FW: Help for my final year dissertation. Hi Catherine, Thanks for your query regarding single use carrier bags. Your dissertation sounds very interesting and I certainly wish you all the best with it. You’re right in thinking Keep Wales Tidy was involved in providing information to the Welsh Government prior to the implementation of the charge in Wales. We supplied a response to two public consultations from the WG (both responses are attached and also show the questions that were asked by the WG). Also attached is an evidence paper which we provided to the WG after the petition to ban plastic bags was submitted; prior to the formal consultations on the single use bags levy. You’ll see from our responses that we very much supported the levy. The intention of course was to significantly reduce the overall number of bags in circulation by discouraging their use. This would mean a reduced impact from production and waste and reduced litter). It was hoped that the in giving a value to the bags, then they would be less readily bought and less readily thrown away. Furthermore the publicity surrounding the introduction of the levy also publicised its justification on environmental grounds and so people will have become more aware of the impacts of simply throwing the bag away. Prior to the introduction of the levy, KWT provided information to retailers and distributed reusable bags. I recall there being some suggestions that fashion/clothes should be excluded, mainly based on the possible need to return clothes in pristine condition. I know some retailers were hesitant to ask for the 5p when customers had just spent hundreds of pounds in store. And of course bags have advertising benefit for retailers which would be reduced with fewer bags in circulation.For additional information I’d also suggest looking at the National Assembly for Wales website and searching for ‘carrier bags: http://www.assemblywales.org/bus-home/bus-third-assembly/bus-chamber/search.htm?q=carrier+bags . Here you’ll find records of transcripts and public information. I’m not aware of any targets that were set but records are being kept as most retailers are obliged to keep records of bags distributed and submit the info to the WG. I believe the Local Environmental Quality division of WG was to receive the info - [email protected] so may be worth checking with them, although the info may not have been released just yet.Finally, I’ve attached KWT’s annual review for the 2011-12 year. This provides details of the environmental projects that we have organised and it is these kind of projects that receipts from the levy will hopefully support into the future. As mentioned above, KWT fully hopes the levy will mean less bags manufactured, sold, discarded and littered. However we understand there remains some need for the bags and we hope the money from the levy is directed to projects which benefit the environment. I’ve attached a recent press cutting which refers to a figure of over £12000 that KWT has received from John Lewis. It also refers to a figure on reduction, only I do not know where this comes from.Good luck with the dissertation. We’d be very interested to hear of your findings.Kind regards, Jake Castle Swyddog Ansawdd yr Amgylchedd Lleol /Local Environmental Quality Officer

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From: Catherine Lamb [mailto:[email protected]] Sent: 02 January 2013 17:18To: Catherine MoulogoSubject: Re: Help for my final year dissertation. Hi Catherine, Your reply was ever so useful! I am pulling all my information together at the moment with the deadline for the dissertation ever looming!! You said in your reply that as an environmental charity, that you would rather everyone say no to single use carrier bags as their production and disposal are a strain on the environment and that you could dig up a formal quote for me if i needed? That would be really useful and anchors my report, giving in the real ‹why now›! Thanks for all your help so far, and Jakes reply was also incredibly helpful! Cath

From: Catherine Moulogo <[email protected]>Subject: quote on single use carrier bagsDate: 3 January 2013 08:58:05 GMT

To: Catherine Lamb <[email protected]>Cc: Jake Castle [email protected]

“Keep Wales Tidy discourage the use of single use carrier bags as their production and disposal are a strain on the environment.” Cath,I have been given permission for you to use this quote, I have cc’ed Jake in in-case he has something to add Cath

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5. Observations in Wales

· Older people more often are using bags for life, while the younger are still using single use carrier bags.· There were lower class people with young children using the Tesco 6p bag for life.· Young people carrying around status branded bags, Pandora, Hollister etc.

6. Observations in England

· Older people again, using bags for life, and being more sustainable in their actions.· The bags for life that people were using, ASDA’s, Boot’s’. All hessian type looking bags or the 6p plactic, bag for life from

the supermarkets.·

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7. Interviews with customers (England)

Name: FionaAge: 28

Do you reuse bags at all? If yes? What is your motivation?Supermarkets vs. Fashion Retail. Neccessity vs. Enjoyment.Yes, I reuse bags in supermarkets, got a Tesco one and a British Heart foundation one. Keep them in the back of the car.If I get a bag in retail on the highstreet, I’ll put small things in there too. (She has a M&S bag with her with other things from Superdrug in there). Wouldn’t think to bring a bag for life out with me high street shopping.

What do you do with the bags when you get home and take the stuff out? Aware of the environmental effects?Put them in the recycling bin. Usual effects, global warming. (seems very unsure of herself)

Have you heard of the 5p law in Wales (soon to be in Scotland & Ireland)? Thoughts about it going into force in England? Would you pay 5p? Charity vs. Tax.Yes, was a bit iffy at first about it, its another payment the government are enforcing. (Didn’t know about charity donation). People need to be educated I think.

How important is customer service to you?Paramount! I’ve just has a bad experience in Mc Donald’s, it’s not just luxury brands that need to have good service.

How vital do you think the carrier bag and packaging are to your purchasing experience/enjoyment?Yes, I like the bags. I think service is more important though.

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Name: AnnaAge: 29

Do you reuse bags at all? If yes? What is your motivation?Supermarkets vs. Fashion Retail. Neccessity vs. Enjoyment.I like reusuing. (she has a Boots bag for life with her) I don’t need more plastic bags at home, although in some stores, they just give you the bag, there’s no choice to say no.

What do you do with the bags when you get home and take the stuff out? Aware of the environmental effects?I’ll recycle the bags in the recycling bin.

Have you heard of the 5p law in Wales (soon to be in Scotland & Ireland)? Thoughts about it going into force in England? Would you pay 5p? Charity vs. Tax.Not heard of it, it’s a good idea though! Although 5p is quite low, everyone can afford that, right?

How important is customer service to you?Really important, I always expect pleasantry at the till.

How vital do you think the carrier bag and packaging are to your purchasing experience/enjoyment?Maybe, if it was a nice bag from a nice store.

Name: Evelyn Age: 65

Do you reuse bags at all? If yes? What is your motivation?Supermarkets vs. Fashion Retail. Neccessity vs. Enjoyment.Yes, where possible. I have my ASDA bag for life here with me.

What do you do with the bags when you get home and take the stuff out? Aware of the environmental effects?I’m not one for waste.

Have you heard of the 5p law in Wales (soon to be in Scotland & Ireland)? Thoughts about it going into force in

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England? Would you pay 5p? Charity vs. Tax.Well places charge here now, like Marks & Spencers

How vital do you think the carrier bag and packaging are to your purchasing experience/enjoyment?I’m not a snob, you only carry it home, it’s not important.

Name: Jess & Anita (mother and daughter)Age: 18 & 46

Do you reuse bags at all? If yes? What is your motivation?Supermarkets vs. Fashion Retail. Neccessity vs. Enjoyment.Jess:In the supermarkets we do. Not on the highstreet though, no one else does. Anita: I do most of my shopping online and you get the packaging, you have to.Jess: When we went to Harrod’s, we had to get the bag, just to say we’ve been.

What do you do with the bags when you get home and take the stuff out? Aware of the environmental effects?Jess: They do get reused as rubbish bags.Anita: I don’t really know what bad things happen because we use bags.Jess: Yeah, like rubbish on the streets and where it ends up.

Have you heard of the 5p law in Wales (soon to be in Scotland & Ireland)? Thoughts about it going into force in England? Would you pay 5p? Charity vs. Tax.Jess: Not heard of it, I suppose it makes you think. 5p is just right.

How important is customer service to you?Jess: Important to me.Anita: urmmm..Jess: like how you’re treated at the desk.Anita: oh yes that is really important.

How vital do you think the carrier bag and packaging are to your purchasing experience/enjoyment?Anita: It’s not vital, but it’s memorabilia.

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8. Interviews with shop assistants

Store: East Manager name: Unknown

1. Has the The Single Use Carrier Bags Charge (Wales) Regulations 2010 worked as well as you expected?Yes, definitely.

2. Did you as a store have any targets you had in place? If so what were they and did you meet them?Not got that information

3. What help did the Welsh Government offer to you and the retailers to enforce this new regulation?Don’t know

4. If you could give me a customer profile, who always reuses bags? And who never reuses bags?Customer profile of store is older woman. They sell 2 5p bags a week on average. Most reuse.

5. How are your sales assistants on the tills trained to ask? If the customer does not want a bag is it up to them to put in their “reusable bag”?Garments and items bought from east are packaged first in tissue paper to protect them. (not included in 5p charge)

6. Do you get any questions about the regulation from customers? Can this be a problem? How do you explain the situation?No.

7. Do you think people reusing their own bags has a detrimental effect on the store as you have no “advertising” from the bags on the high street?No.

Verbal consent was given, remaining anonymous.

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Interview with Marks & Spencer’s sales assistant in Wales:

1. Has the The Single Use Carrier Bags Charge (Wales) Regulations 2010 worked as well as you expected?Yes, definitely. It works better in the food section. It is probably 50/50 on the clothes side!

2. Did you as a store have any targets you had in place? If so what were they and did you meet them?We’ve got a board of all the money collected behind you!


Conversation with Marks & Spencer’s sales assistant in England:(on refund desk, was talking about project in general)

“I had never heard of this!! You pay 5p for every bag?! But that’s part of what you expect when you’re shopping!”


Interview with Topshop sales assistant in England:

1. How many people have declined a bag today and reused a bag of their own?In a 4-hour shift, only 3 people declined the bag. On average we are meant to serve one a minute. Obviously a refund takes longer, but that’s still a lot of customers not re using bags!!


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9. Online survey

a. Asda Bag for Life

Reliable

won’t use it for life. good for carrying wine in or keeping round the house but i’ll forget to take it to the supermarket again

Granny ish

I actually had one of these and used it for uni/work and was laughed at by my peers (100% true story) and so i stopped using it

good, strong and ideal for food shopping

This style of bag is good in terms of quality, endurance and strength however, I imagine the people to keep a bag like this one would be between 35 +

Good, there helping the environment - there not exactly the prettiest to be walking around everyday with though

Well organised, forward thinking, good for the environment

Makes me think of vegans, grannies and mums.

I think its good, it doesn’t convey fashion or luxury but i think it shows consideration and care for the environment, someone who remembers to take them i’m always impressed by because in my house we always forget to use them!

people with good memory. i have so many of these bags but

i always forget to take them out. and you eco-friendly you wanna give em a hug and say thanks for saving my off-spring

Good for the environment. Probably older people carrying the bag

Sustainable, environmentally friendly, people conscious of recycling.

Good, ethical, cares for the environment

Itchy but good for the environment

just more practical, longer lasting and heavy duty

It depends when someone was carrying it. If it was being used in a supermarket I wouldn’t really think twice about it - they’re quite common now. They’re convey positive perceptions as it shows that the individual is caring about and considering the environment and doing their bit to help. I don’t think they’re particularly attractive to carry around as a general bag though.

environmentally friendly but not fashionable

Good, they are strong, reusable however promote the store

doesnt look good, enviro friendly, bad

The logo is good, but I cannot imagine using it for anything apart from food - too bulky to have in a hand bag.

Good and strong, really re usable. Would rather it was plain.

I buy them then forget ive bought them and end up getting carrier bags anyway.

Not very well designed, and make you look a bit “eco” not fashionable

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They look a bit cheap and they’re not the most stylish or comfortable to carry.

Committed to reusing bags, think you need to use them for quite a while to actually offset the carbon footprint of making them

Hate the logo, love the simplicity.

b. Primark

Not good quality

people who have no interest in fashion, just to buy loads of new clothes for cheap I wanna know what goodies it withholds! Bargains!! Cheap, trampy Absolute nightmare in the rain, and not strong at all. This signifies your high-street shopper. Someone who is looking for an outfit with a cheap price tag. Generally, you’d see teenagers or consumers with a presumed lower income to shop here. Personally the prim ark bag normally gets hidden in one of my other bags if I buy from there, they do look better now though they have upgraded to a paper bag they always seem nicer than plastic Cheaper buyers, not strong bags, cheap, although good for the environment Just went and got a bargain, will probably fall apart in the rain. If people were carrying millions of them it is different then just carrying one, if i saw someone walking out with loads would

make me think they were possibly a bit chavvy. Low cost, someone on a budget. Bargain hunters, mostly a bag I’d associate with the younger ages like teenagers. I wouldn’t mind shopping in Primark for a few things but I do hate carrying the bag around! I think sometimes people think it is embarrassing the fact that is paper is good cause it can be recycled. the fact that it’s primark probably means they’re from a less affluent background cheap accesories, young people Low quality, mass produced bag. Easily recognisable.

Cheap, annoying as they break, caring for the environment though Cheap everyone knows primark is cheap and cheerful, but although the bag is cheaply made and simple its not as bad as if it was a plastic carrier bag Most of the time they look like they’re about to fall apart as the Primark staff tend to stuff too much in the bags, especially as they’re paper. I think I prefer the paper bags than the plastic in terms of aesthetic and obviously these are easier to recycle. Cheap, fast fashion, poor quality, huge quantities flimsy, not good in bad weather need two bags cheap, bad Serious shopping, wanting a bargain Cheap, not only because the clothes are cheap but because I know they fall apart when its not raining let alone when it is. I admire the

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thought for the environment though. Cheap and tacky but I dony really judge them vos everyone loves a bit of primark now and then. These bags break way too easily. People who buy far too much and waste loads of clothes! They want quantity not quality! not particularly fashionable either! I have no problems with it, I carry my Primark paper bag and think they look better to the plastic bags they used to. Cheap goods and lots of them

Cheap and impractical. They constantly rip and are just in general, I think, an embarrassment to hold.

c. Topshop

Fashionable

every other girl in the UK I’ll probably want whatevers in it Want to prove they’re ‘fashionable’ good, not environmentally good but it does the job, stays waterproof and is strong Your fashion forward consumers. Mainly teenagers, early twenties. People who want to look good and don’t mind spending a little more for their clothing. You see this bag everywhere normally in the hands of fashion savvy students this bag is kind of a necessity and a vital part of most customers shopping trips

Less cheap, more fashionable people, bag useful not “fashionable” Teens, students, middle class.Also do think that Topshop need to get better bags, seeing as their stuff is quite expensive. Someone who likes the shop, high street, someone who is more fashion conscious and follows trends a lot more than say primark. Mostly students to mid 30 year old women. generic fashionista fashionable. young girls Fashionable shop, easily recognisable, younger market. Its more of a statement, that someone has been shopping there, its all about the brand Cheap compared to the price of the clothes, they should have box waxed bags none. someone has just shopped in topshop It’s a standard bag really. Quite sturdy and convenient to re-use as a bin. Other than that I tend to throw those types of bags away. Mainstream, the norm promotion of brand reused bags - average NOt very appealing, shows no style. Only advertising themselves

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Dont have an opinion, I see it so much I dont notice it anymore. Mainstream, unoriginal but ive been seen carrying one from time to time. Probably a student. Simple and everywhere! Just the image of the top of the highstreet! I think they look plain and they get thrown away. It conveys High Street, female, dull. Expensive cos of the brand, doesn’t look it from the bag I personally really like the design of topshop bags, simplistic and hard wearing. Its the sort of bag I would happily re-use.

d. Selfridges

Nice to look at they’ve got a bit of money to spend Love!! Expensive treats expensive, showy, luxury Conveys money. People with this bag would appear rich. Basically, people who have money and can live the ‘Selfridges’ lifestyle. I love carrying selfridges bags this is partly due to there only being a limited number of stores so this reminds me of my visit there and what i purcahsed on that certain occasion. It also shows to others I’ve visited other cities. Expensive, useful and a nice bag, rich customer,

Fabulous, glamorous, chic, iconic. I would be envious and curious to see what they had purchased. Someone who is wealthy, comes from a more privileged background or like to convey that they do. I always think someone with a designer bag is trying to use it as a status symbol, they like to show off what they bought and what they can afford. money, innovation maybe snobby or just rich. wanting to shop somewhere nice Higher class, quality product, stands out. Bag looks better quality, is eye catching and from what I know of the brand is that it is expensive More luxury, very american/high end lots of people re use them after their purchase has been made as they are stronger and have an iconic design/colour It’s a lot more luxurious thats for sure. It’s not necessarily the bag but I’m always interested to see what goodies the individual has purchased when they carry a Selfridges bag. I think that’s more to do with the higher quality of the items in store - they could have a Celine bag hidden in there!! High quality, cool, young, designer people who have money to spend middle class money Very classy and would catch the eye. Quality bag shows respect for the customer

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Money/bought something for the bag This bag conveys a sense of money, style, class. A british icon almost. Beautiful design again and colour looks so fashionable! The name makes you look like youve got high tastes too! LUXURY. Excitement, goodies, bliss.

Luxury, from the distinctive branding to the paper quality, even if you’ve only bought a magazine, status symbol

Money and wealth. Such a great bag, the sort of bag you would have loved to take your pe kit in at school. Sad but we all did it!

e. Bloomingdales Medium Brown Bag

I’m not sure some people think it’s fashionable to carry around one of these bags, even though they aren’t. they’ve been marketed as a proper tote bag now. loads of kids use them for school. I’ve never got the fascination statement “i’ve been to New York” Jealousy as they’ve most likely been to NYC Tourists Before visiting New York i used to see these bags everywhere and always wanted one although this bag isnt the most interesting design it shows where youve visited and create a status symbol in itself despite that comment though its not often I use mine anymore I think a new design could be interesting to get them more popular

again? Cooler, fashion statement? I really don’t like these bags,they have been around for ages, were once unique and cool, defiantly need to get new branding. Someone who wants the prestige and heritage from a famous brand. The medium brown bags are quite well known so I think most people who buy them just want a piece of that brand to carry around with them. I have one myself, bought it on a trip to New York, but I have never used it outside my house! It now stores my shoes that don’t fit in my wardrobe! I think most people buy it not because of practicality but because that want to be seen with the brand name. new york dont know High quality, reusable, good advertising, quality products Very expensive looking, materials used indicate quality Overdone never sure if the owner has actually bought it in Bloomingdales or it is a fake from a market or abroad. lots of people buy replicas To me it’s very American. I don’t particularly like the aesthetics of the bag - the colour or the material. If I saw someone carrying it I wouldn’t think much of it. I think it used to have a bit more status surrounding it but there are so many rip offs and fakes around London that it doesn’t really mean anything. Cheap - due to rip offs have money to spend on expensive bags still promoting shop

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love new york girlie girl This bag has become an icon, but if all shops provided a similar bag, would they become iconic? annoyingly bought it to look cool. ended up looking stupid I hate these bags. They became way too common and ripped off. part of an old trend! but I like that they look like paper bags! fashionable reusable bags! Cheap, tacky and over rated as there are so many knock offs of them now. Brand addict, really want to associate themselves with Bloomingdales maybe to prove they’ve been there,

Hard wearing but tragic. I personally find them tacky I’m not into

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the whole handbags looking like actual bags trend.

10. Interviews with others

a. Amiee Littlefair:

Me: Hi Amiee, what’s your obsession with bags like?Amiee: I keep all the nice ones as a reminder, they’re pretty!Me: Right ok, can you tell me a little bit about why you take photos of your bags? Like the Mulberry one and the ASOS one I have here?Amiee: I’ve wanted one for so long, since I was like 16 years old, so I wanted to show off and prove to everyone that I had finally got one.Me: Yes, I think I would too!! You also have taken a picture of your ASOS parcel, this isn’t a high status brand, why did you do this?!Amiee: hmmm.. I don’t know. I suppose, it’s to show off again, I’ve bought more clothes!!Me: Haha, thanks Amiee!

b. Ellyn Grant:

Me: Hi Ellyn, I saw this picture of you on Twitter with your suitcases going shopping to Tesco, can you tell me a little bit about this?Ellyn: Well the bags from Tesco are so flimsy, they break so easily. Especially if you have to walk back with your shopping.Me: Why not a taxi?Ellyn: We live to close to get a taxi!! hahaMe: Ah right, ok! What made you think of suitcases?Ellyn: Well they’re on wheels, they are just so easy to carry!Me: It is a very clever idea, I must say! Did you not feel embarrassed going through Victoria Centre with it?Ellyn: Not at all! It was sooo funny, I think everyone should do it!Me: Yes, I think so too, you should start a trend!Ellyn: Yes I should!Me: Thanks Ellyn!

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11. Tables from reports.

a. Green Consumer Profile in relation to Green Purchase Behaviour.

b. Main drivers of judgment.

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c. SWOT ‘I am Not a Paper Cup’

Strengths· The cute design, in a huge variety of colours and patterns.· Selling through big name retailers such as Urban Outfitters, Amazon etc.· Design to keep heat in.

Weaknesses· Coffee shops are unaware of them being used at their shops and will use the paper cups to fill

up with their coffee.·

Opportunities· Getting retailers of coffee on board, such as Costa, Starbucks, Café Nero etc.· More awareness of environmental effects.

Threats· Starbucks have their own branded eco style cup.

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12. Consent Forms

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13. Tutorial Sheets

Date: 6th November

Work to bring / prepare for session: Idea plan.

Learning issues to discuss in session: Validity of idea. Ethical ways to research and observe purchasing. Theorists to look up.

Feedback from session: Covert observations and Hawthorne Effect BJ Fogg Different modes of shopping

Tasks for next session: Find a piece of text to do a mini literature review

on.

Indicate progress to hand in: 1(1 = Not Ready / 5 = Ready and Prepared)

Signed (Tutor) ……………………………………………………

Signed (Student) ………………………………………………...

Date: 15th November

Work to bring / prepare for session: Piece of literature, reviewed on my topic.

Learning issues to discuss in session: Range of research for secondary.

Feedback from session: N/A Tasks for next session: Find a piece of writing that I like the style of. Chapter plan.

*The date of the tutorial was changed, and it then clashed with my research trip to Wales. I emailed Mi-chelle and confirmed the reason of my absence.


Signed (Tutor) ……………………………………………………

Signed (Student) ………………………………………………...

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Date: 27th November

Work to bring / prepare for session: The piece of writing I liked the style of. Chapter plan.

Learning issues to discuss in session: Books to look at. Writing styles; formality, 1st/3rd person.

Feedback from session: Dan Lockton, Herd – Changing Mass Behaviour, I’ll

have what she’s having. Lending bags. Different writing styles: call to action, bullet points,

subtitles. What to put in presentations.

Tasks for next session: Prepare the interim presentation.

Indicate progress to hand in: 2

(1 = Not Ready / 5 = Ready and Prepared)

Signed (Tutor) ……………………………………………………

Signed (Student) ………………………………………………...

Date: 6th December

Work to bring / prepare for session: Presentation

Learning issues to discuss in session: Presentation. Marking scheme.

Feedback from session: Good statistics, nice visuals, clarity of thinking. Maybe do semiotics of bags research. Further shopkeeper research. Think about ending/recommendation.Tasks for next session: Start writing, work on an introduction.


Signed (Tutor) ……………………………………………………

Signed (Student) ………………………………………………...

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Date: 11th January

Work to bring / prepare for session: Work done so far.Learning issues to discuss in session: Referencing. Visuals. Discuss the introduction that I’ve got. Mode of address.

Feedback from session: Look out for common spelling mistakes and

‘typo’s’. Everything looks fine.Tasks for next session: Bring in text so far to have a look at as a group.


Signed (Tutor) ……………………………………………………

Signed (Student) ………………………………………………...

Date: 15th January

Work to bring / prepare for session: Writing so far.

Learning issues to discuss in session: Referencing, in text and bibliography. Critically analyse work.

Feedback from session: Make sure sentences make sense. Figure references and image references are correct. Order of referencing, images and bibliography.

Tasks for next session: Looking at visuals for individual and group project.


Signed (Tutor) ……………………………………………………

Signed (Student) ………………………………………………...

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Date: 22nd January

Work to bring / prepare for session: Visuals from individual report and group project.

Learning issues to discuss in session: Printing issues. Font. Layout.

Feedback from session: Check with printers and visit them. Overlaying pictures over pages. Divider tabs.

Tasks for next session: Proof check work with 3 people.


Signed (Tutor) ……………………………………………………

Signed (Student) ………………………………………………...

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List of references.Akehurst, G., Afonso, C. & Gonçalves, H. (2012). Re-examining green purchase behavior and the green consumer profile: new evidences. Management Decision. 50 (50), pp. 972 – 988.

Albers, G. (1984). Do we care about the environment? Viewpoint.

Anon. (2009). Urinal Fly. Available at: http://www.urinalfly.com [accessed on 3/12/12]

Anon. (2012). Sales assistant at East: Interview with Catherine Lamb. Carmarthen, Wales. 17th November. (Available in Appendix no. 8)

Ashley, C. (2010). Why customer won’t relate: Obstacles to relations marketing engagement. Journal of Business Research. 64 (2011), pp. 749 – 756.

Barbaro, M. (2007). Never Mind What’s in Them, Bags Are the Fashion. Available at: http://www.nytimes.com/2007/12/16/business/16bags.html?_r=0 [accessed on 2/12/12]

BBC News. (2002). Planet Earth’s new nemesis?. Available at: http://news.bbc.co.uk/1/hi/uk/1974750.stm [accessed on 30/11/12]

BBC One. 17th October 2012. The One Show. [video]

Belk,R & Tumbat, G. (2005). The Cult of Macintosh. [online]. Available at: http://gulnurtumbat.com/GulnurTumbat/Research_files/The%20Cult%20of%20Mac.pdf [accessed on 19/1/13]

Byloos, M. (2008). Paper or Plastic: The Debate over Grocery store bags. Available at: http://ezinearticles.com/?Paper-or-Plastic---The-Debate-Over-Grocery-Store-Bags&id=909333 [accessed on 1/1/13]

Denler, H., Wolters, C. & Benzon, M. (2009). Social Cognitive Theory. Available at: http://www.education.com/reference/article/social-cognitive-theory/ [accessed on 1/1/13]

Department for Business Innovation & Skills. (2012). High Street Review. Available via: http://www.bis.gov.uk/highstreet [accessed on 24/10/12]

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Fiona. (2012). Shopper: Interview with Catherine Lamb. Victoria Centre, Nottingham. 1st December. (Available in Appendix 7)

Fogg, BJ. (2011). What Causes Behaviour Change. BJ Fogg’s Behaviour Model. Available at: http://www.behaviormodel.org [accessed on 1/1/13]

Garcilaso, L. (2004). End of Life Choice - Recycling and Landfill Comparison. Michigan Environmental Education Curriculum. Available at: http://techalive.mtu.edu/meec/module14/Recycling.htm [accessed on 1/1/13]

Grant, E. (2012). Student: Interview with Catherine Lamb. Nottingham. 1st December. (Available in Appendix 10.b)

Gray, J. (2010). Consultation on the draft Single Use Carrier Bag Charge (Wales) Regulations 2010. Keep Wales Tidy Document. Accessed via email.

Hobson, K. (2001). Sustainable Lifestyles: Rethinking Barriers and Behaviour Change. Exploring Sustainable Consumption: Evironmental Policy and the Social Sciences, Volume 1, chapter 11. pp. 191-209. Elsevier, Oxford, UK

Holland, T. (2012). High streets boosted as Government plans to scrap pop up shop restrictions. Available at: http://www.retail-week.com/in-business/policy/high-streets-boosted-as-government-plans-to-scrap-pop-up-shop-restrictions/5038901.article [accessed 3/12/12]

Hoyer, W. & Stokburger-Sauer, N. (2011). The role of aesthetic taste in consumer behavior. Academy of Marketing Science.

ITV 1. 2013. Mr. Selfridge. (series). [video]

Littlefair, A. (2013). Student: Interview with Catherine Lamb. Nottingham. 7th January. (Available in Appendix 10)

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107

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in Wales: Attitude change and behavioural spillover. Available at: http://wales.gov.uk/topics/environmentcountryside/epq/waste_recycling/substance/carrierbags/attituderesearch/?skip=1&lang=en [accessed 5/1/13]


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Williams, J. (2012). Letter to Catherine Lamb. November.

Zemke, R. & Bell, C. (2003). Service Magic: The Art of Amazing Your Customers. United States of America: Dearborn Trade Publishing.

108

List of Illustrations.Figure 1. Closing down shop window. Available at: http://4.bp.blogspot.com/_VGz5d87B-VU/S8rgGP4_KSI/AAAAAAAAAB0/b_0NnkTUwRI/s1600/Borders+Closing+down++(10).JPG [accessed on 25/1/13]

Figure 2. Diagram of project aim. Own infographic.

Figure 3. Receipt for 5p bag. Own Photo.

Figure 4. Consumer Profile. Own infographic.

Figure 5. Instagram photos of shopping bags. Available via Instagram.

Figure 6. Shopping must be fun equation. Own infographic.

Figure 7. Bubble of Fun. Own Infographic.

Figure 8. Percentage of women who enjoy supermarket shopping verus. high street shopping,

Figure 9. Shopper Profiles. Own infographic, based on the Complex shopper infographic.

Figure 10. Maslow’s hierarchy of needs. Own infographic.

Figure 11. Environmental effects. Own infographic.

Figure 12. Instagrams’ of Costa and Starbucks coffees. Available via Instagram.

109

Figure 13. Eco Cup. Available at: http://www.ecostoredirect.co.nz/media/catalog/product/cache/1/image/1200x/9df78eab33525d08d6e5fb8d27136e95/i/s/is22241_ecocupteacups.jpg [accessed on 28/1/13]

Figure 14. Smoking Campaigns. Available at: http://thedesigninspiration.com/articles/top-45-creative-anti-smoking-advertisements/ [accessed on 28/1/13]

Figure 15. BJ Fogg’s motivators. Own infographic.

Figure 16. Volkswagen’s Fun Theory print screens. Available at: ???

Figure 17. Urinal Fly. Available at: http://pd.npr.org/anon.npr-mp3/npr/specials/2009/12/20091217_specials_urinalfly2video.jpg [accessed on 28/1/13]

Figure 18. Bag for Life Mountain. Own infographic.

Figure 19. Ellyn Grant with suitcase. Ellyn Grant.

Figure 20. Clareabella Bag. Available at: http://i3.cdnds.net/12/39/618x750/claireabella-bca-edition-3-jute-bag-gbp4499.jpg [accessed on 28/1/13]

Figure 21. Ted Baker bow bag. Available at: http://images.hurleys.co.uk/images/products/zoom/1354809046-63752800.jpg [accessed on 28/1/13]

Figure 22. Roger’s Curve of Innovation/Diffusion. Own infographic.

110

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