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No More Plastic Bags: Overcoming Consumer Resistance to Sustainability Regulation

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Suggested Citation

Joubert, A., Gonzalez-Arcos, C., Scaraboto, D., Sandberg, J., & Guesalaga, R. (2022). No More Plastic Bags: Overcoming Consumer Resistance to Sustainability Regulation. NIM Marketing Intelligence Review, 14(1), 37-41. https://doi.org/10.2478/nimmir-2022-0006

Year

2022

Authors
Alison M. Joubert,
Claudia Gonzalez-Arcos,
Daiane Scaraboto,
Professor Jorgen Sandberg,
Professor Rodrigo Guesalaga
Publication title
No More Plastic Bags: Overcoming Consumer Resistance to Sustainability Regulation
Publication
NIM Marketing Intelligence Review
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No More Plastic Bags: Overcoming Consumer Resistance to Sustainability Regulation

Keywords: Consumer Resistance, Sustainability Intervention, Social Change, Regulation

Abstract

Facilitating more sustainable consumer behavior through regulation is often more complex than expected. One way to significantly reduce consumer resistance to sustainability interventions is shifting the focus from changing individual behavior to changing the required social practices. While some consumers find new sense more easily and change their habits without much effort, others get distracted, discouraged and delay acceptance and the reconfiguration of the practice. If, like in our case, plastic bags are removed, consumers expect that retailers provide alternative materials for carrying the purchased goods. At the point of sale, advice for accommodating the change can reduce anger and frustration directed at the new situation and help consumers feel a sense of pride and satisfaction. If the bags are also used for garbage disposal, alternative solutions should be pointed out, and consumers should be informed which concrete contribution the measure can achieve.

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