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WRAP, 2014, London, Carrier bags usage and attitudes: Consumer research in
England, Prepared by Brook Lyndhurst.
Written by: Sara Giorgi, Associate Director, and Orlando Hughes, Senior Researcher, at
Brook Lyndhurst
Front cover photography: Man carrying groceries in transparent plastic carrier bag. Source: iStock
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Executive summary
Background and aims
WRAP commissioned consumer research on behalf of Defra in February 2014, with the aim
of better assessing how a charge on single use plastic carrier bags may influence attitudes
and behaviours towards bag use in England and how best to communicate the charge.
This research was conducted in the context of the proposed introduction of a 5p charge for
single use plastic carrier bags in England from October 2015, as well as work to develop
standards for biodegradable bags. The research will help to inform the implementation of the
charge (including how it is communicated to consumers), what the state of public opinion is
regarding the charge and, what the factors are currently influencing consumer bag use. Food
shopping, as opposed to other types of shopping, was the main focus of this research.
This study addressed these research questions:
What are the stated attitudes and behaviours among people in England concerning the
use and re-use of carrier bags and Bags for Life, carrier bag litter and disposal of plastic
bags?
What are the levels of awareness, understanding and expectations of biodegradable
bags?
What are peoples attitudes towards the forthcoming charge and where it may be applied?
What narratives and messages may act as effective motivators to engage the public with
the new scheme? Do these vary for particular groups of people?
Methodology and limitations
This study had two main research phases: qualitative discussion groups and a quantitative
online survey. The first phase of the research comprised eight discussion groups with 77
participants, in four locations in England, split by social grade. Focus groups are best used to
understand why some people act or feel a particular way rather than to provide findings that
can be extrapolated to a wider population. The second phase of the research utilised a
sample of people selected from an online panel who were interviewed using computerassisted web interviewing (CAWI). Quotas were set for region, social grade, age and gender
to align these characteristics to the known profiles for England. The achieved sample was
1,538 and further details are described in the report.
There are primarily two limitations to be aware of when interpreting the quantitative phase
of the research. The first is that the research findings on behaviours (as opposed to
attitudes) are based on claimed behaviour (i.e. how respondents replied in the online survey)
rather than observed behaviour. It is well known that claimed and actual behaviour can
differ, especially for socially desirable behaviours. This report draws on a previous study on
carrier bag use in Wales and Scotland that included methodologies that captured both stated
and observed behaviours. The findings from this study have been used to suggest how
claimed behaviour in the England study can be interpreted. This is outlined in Section 1.4.
Using an online survey as opposed to a telephone or face to face method (which creates less
social desirability bias as the respondent is interfacing with a computer rather than a human
being) and use of check questions in the survey, increases the ability to interpret these
findings accurately. The qualitative groups also improve our interpretation of the survey
findings, by increasing our confidence in the cause and effect relationship between areas the
survey covers; sometimes called internal validity1.
1
The second limitation is that the composition of an online panel from which a sample is
drawn, can differ from the general population. This research achieved a sample by using
quotas so that the achieved sample reflects known key demographics of England as outlined
above. This should help to correct any biases caused by the population of possible
respondents differing from the general population of England in these respects. Nonetheless,
it is possible that the sample differs in some other way, such as attitudinally, and it is not
possible to asses or correct for such biases. Therefore, the external validity (the extent to
which the findings reflect the views of the population of England as a whole) is difficult to
calculate. Research suggests that unless the research topic is technologically oriented (which
carrier bags is not) that online panel samples can give external validity that is similar to faceto-face methods2.
Findings
The types of bags available to consumers for food shopping are varied and the combination
of bag type used is often the result of a complex mixture of attitudes, behaviours and habits.
In this context, around two in five of the respondents from the online panel (43%) stated
they used new plastic carrier bags for some of their purchases the last time they went food
shopping. Similarly, around two in five respondents (45%) stated they re-used bags for life
for some of their food shopping. In terms of a baseline of behaviours and attitudes, this
research found that respondents are likely3 to have under-claimed their use of single use
plastic carrier bags and over-claimed the use of their own bags or bags for life when food
shopping.
On occasions where respondents do not take new plastic carrier bags at the till,
environmental motivations were most frequently cited as reasons, with practical
considerations (particularly bag strength) also featuring highly. Over half of respondents
from the online panel stated that forgetting their own bags is the reason that they do not
always use them and so they resort to using new single use plastic carrier bags.
Almost three-fifths of respondents from the online panel supported a proposed 5p charge on
plastic carrier bags. Encouraging bag re-use and use of bags for life are seen by respondents
as the key potential behavioural impacts of the charge. The perceived environmental benefit
of the charge (such as reducing carrier bag litter) was the benefit that the research found
had most traction with the public.
Younger consumers (under the age of 34), and those that tend to do top-up shops regularly,
are segments of the population that this research suggests may be less supportive of the
charge. The most receptive groups were found to be men over 65; women over 45; and
social grades A and B. This more receptive group were also more like to be very aware of
the charge coming into force in England, which may suggest that communication methods
and media that had previously informed the public of the charge would continue to be
effective amongst this group.
Comparing data from online and face-to-face surveys, International Journal of Market Research Vol. 47 Issue 6.
This assumption is based on comparisons with a study on carrier bag use in Wales and Scotland by Exodus Market Research
for Welsh Government and Zero Waste Scotland (2013). Consumer behavioural study on the use and re-use of carrier bags
3
This assumption is based on comparisons with a study on carrier bag use in Wales and Scotland by Exodus Market Research
2012.
for
Welsh Government and Zero Waste Scotland (2013). Consumer behavioural study on the use and re-use of carrier bags
http://www.zerowastescotland.org.uk/sites/files/wrap/Carrier%20bag%20behavioural%20report_SCOTLAND_FINAL%20V5%20
2012.
http://www.zerowastescotland.org.uk/sites/files/wrap/Carrier%20bag%20behavioural%20report_SCOTLAND_FINAL%20V5%20
18%207%2013%20v3.pdf and http://wales.gov.uk/docs/desh/publications/130903behaviour-study-on-carrier-bags-reporten.pdf
Contents
1.0
Introduction ................................................................................................. 8
1.1
Context ..................................................................................................... 8
1.2
Research methodology ............................................................................... 9
1.3
Report structure....................................................................................... 15
1.4
Under-claim and over-claim of types of bag used ........................................ 15
2.0 Food shopping behaviours .......................................................................... 17
2.1
Food shopping profile ............................................................................... 17
2.2
Online shopping ....................................................................................... 18
2.3
Types of bags used .................................................................................. 18
3.0 Plastic carrier bag use for food shopping ................................................... 20
3.1
Initial views ............................................................................................. 20
3.2
Frequency of use ..................................................................................... 20
3.3
Attitudes: Motivations and barriers ............................................................ 22
3.4
Behaviours: Storage and disposal .............................................................. 23
3.5
Plastic carrier bag litter ............................................................................. 24
4.0 Bags for life and other bag use for food shopping ...................................... 26
4.1
Initial views ............................................................................................. 26
4.2
Frequency of use ..................................................................................... 28
4.3
Attitudes: Motivations and barriers ............................................................ 30
4.4
Behaviours: Storage and disposal ............................................................. 31
5.0 Bag use for non-food shopping................................................................... 33
6.0 Biodegradable bags .................................................................................... 36
6.1
Initial views ............................................................................................. 36
6.2
Attitudes and expectations ........................................................................ 37
6.3
Disposal avenues ..................................................................................... 40
6.4
Suggestions for identifying biodegradable bags........................................... 41
7.0 Views on plastic carrier bag charge ............................................................ 42
7.1
General awareness and initial reactions ...................................................... 42
7.2
Potential impacts on shopping behaviours .................................................. 44
7.3
Level of support and concern .................................................................... 47
7.4
Exemptions from the scope of the charge .................................................. 49
7.5
Communications ...................................................................................... 52
8.0 Concluding remarks .................................................................................... 53
Annex 1: Topic guide for discussion groups ......................................................... 55
Annex 2: Top line questionnaire results ............................................................... 63
Annex 3: Under-claim and over-claim of types of bags used ............................... 80
Annex 4: Recruitment specification for discussion groups ................................... 86
Annex 5: Sampling framework ............................................................................. 91
Annex 6: Peer review statement. 91
Glossary
Bags for life - Defined in the questionnaire as: reusable shopping bags bought by
shoppers from supermarkets. They come in a range of colours and designs and are often
made from fabric such as canvas, woven synthetic fibres, or a thick plastic that is more
durable than disposable plastic carrier bags, so they can be used lots of times. It is worth
noting that discussion group participants did not make a consistent distinction between
budget bag for life and bags for life. These terms are, at times, abbreviated to BfL.
Biodegradable bags This term was not defined in the questionnaire or in discussion
groups. Participants and respondents were invited to explain their own understanding of
the term and these are discussed in Section 6.1. These definitions and discussions do not
relate to industrys definition or to any particular standard, they are definitions that
participants and respondents developed of their own accord.
Budget bag for life - Defined in the questionnaire as: reusable shopping bags bought
by shoppers from supermarkets. They are also made of plastic but are thicker and
stronger than plastic carrier bags. These bags tend to cost between 5p and 12p.
Own bags or containers - Defined in the questionnaire as: bags or containers owned
by shoppers which are designed to be used lots of times and include items such as
handbags, cloth bags, rucksacks, foldable bags, crates, shopping trolleys etc. It is worth
noting that discussion group participants often referred to certain own bags (e.g. canvas
bags, jute bags, cloth bags, etc.) as bags for life.
Plastic carrier bags - Defined in the questionnaire as: bags provided at the till of shops
for free. They are made wholly or mainly of plastic film and are not specifically made to
be used lots of times. This type of bag is, at times, also referred to as single use carrier
bag (SUCB).
Thin-gauge carrier bags: This term is not one that this research used, however, when
drawing from other research in this report, thin-gauge carrier bags are defined as all
paper bags (of any thickness) and polyethylene bags of a thickness of less than 25
microns. This is consistent with WRAPs reporting of carrier-bag use within the grocery
sector.
Acknowledgements
With particular thanks to the Brook Lyndhurst research team: Jayne Cox, Michael Fernandez,
Sara Giorgi, and Orlando Hughes.
WRAP wishes to also thank the qualitative recruitment agency, Criteria, and ICM Research
for conducting the quantitative fieldwork and Dr Elaine Kerrell who independently peer
reviewed the research from design stage to report completion.
Both WRAP and Brook Lyndhurst are grateful for the time given and input made by
participants in the discussion groups and respondents to the survey.
1.0
Introduction
1.1
Context
This research was conducted in the context of the proposed introduction of a 5p charge for
plastic single use carrier bags in England from October 2015, as well as work to develop
standards for biodegradable bags.
In order to better assess how the charge may influence attitudes and behaviours towards
bag use in England5, in February 2014, WRAP commissioned this programme of consumer
research on behalf of Defra. The research will help to inform the implementation of the
charge and how it is communicated to consumers, by providing further information on the
public opinion of a charge and what currently influences consumer bag use.
The experience in other countries who have introduced a charge on carrier bags, namely Ireland, Wales and most recently Northern Ireland, suggests that a significant fall in the
supply of single use carrier bags to consumers can be expected6 alongside a reduction in
litter.7
In Wales for example, where a carrier bag charge was introduced in October 2011, 284
million fewer thin-gauge carrier bags8 (for seven grocery retailers) were supplied when
comparing 2010 and 2012, this amounts to an 81% reduction.9 Public support for the policy
was generally high in Wales and tended to increase upon its introduction.10
In the Republic of Ireland a 0.15 levy on previously freely provided plastic shopping bags
was introduced in 2002. An initial reduction of 94% in the number of plastic bags was
reported.11 By 2007, however, consumption had risen to about 9% of the pre-levy level. This
increase can be attributed to the initial shock effect of the levy wearing off, rising material
consumption and a decrease in the real price of a 0.15 levy due to inflation. This prompted
an increase of the levy to 0.22.12 In Ireland, part of the rationale for the levy was litter
reduction. It was felt that plastic bags were a very visible and persistent component of litter,
even though they only constituted a small fraction of total litter. Survey research and litter
monitoring would suggest that the landscape impact of plastic bag litter has improved.13
In both Ireland and Wales, research has shown that the charge can lead to some unintended
consequences - notably the increased consumption of bin liners and of heavier plastic bags
In England in 2012, based on data from seven individual retailers provided to WRAP as part of the UK Voluntary Carrier Bag
monitoring, 7.06 billion thin-gauge carrier bags were distributed. This amounts to 11 bags per person per month. For further
information see: WRAP (July 2013). UK Voluntary Carrier Bag Monitoring 2013.
http://www.wrap.org.uk/sites/files/wrap/Carrier%20bags%20results%20%282012%20data%29.pdf WRAP has released data
on carrier bag use in 2013 since this report was written, this can be found here: http://www.wrap.org.uk/content/wrappublishes-new-carrier-bag-use-figures-0
6
WRAP (2013). Effect of charging for carrier bags on bin-bag sales in Wales.
http://www.wrap.org.uk/sites/files/wrap/Effect%20of%20charging%20for%20carrier%20bags%20on%20binbag%20sales%20in%20Wales.pdf
7
Convert, McDonnell, Ferreira (2007). The most popular tax in Europe? Lessons from the Irish plastic bags levy. Environ
Resource Econ 38:1-11.
8
See glossary.
9
WRAP (2013). Effect of charging for carrier bags on bin-bag sales in Wales.
http://www.wrap.org.uk/sites/files/wrap/Effect%20of%20charging%20for%20carrier%20bags%20on%20binbag%20sales%20in%20Wales.pdf
10
Poortinga, Whitmarsh, Suffolk (2013). The introduction of a single-use carrier bag charge in Wales: attitude change and
behavioural spill over effects. Journal of Environmental Psychology 35: 240-247.
11
Convert, McDonnell, Ferreira (2007). The most popular tax in Europe? Lessons from the Irish plastic bags levy. Environ
Resource Econ 38:1-11.
12
Ibid.
13
Ibid.
for life.14 It is known, however, that in Wales the increase in pedal-bin and swing-bin liner
sales was small compared to the reduction in thin-gauge carrier bags.15 It is worth noting
that the exemptions cover different types of bags in the countries in question. In Ireland the
charge covers most plastic bags16 including bags labelled as biodegradable but excludes
paper bags. In Northern Ireland and Wales, however, paper bags (as well as plastic and
plant based material such as starch) were included in the charge.17
In late 2012, Exodus Market Research was commissioned by both the Welsh Government
and Zero Waste Scotland to carry out a telephone survey and in-store observational work in
Wales and Scotland. For Wales (post implementation of the charge), the research was
designed to assess how the charge had influenced consumer behaviour and sought to
identify barriers that might limit the effectiveness of the charge. For Scotland (preimplementation of the charge), the aim was to understand current consumer behaviour prior
to any introduction of such a charge. In this report the Exodus research is at times used as a
comparison to some of the findings in this research it is referenced as the Exodus
research.18
Defra recognises that there will always be a need for some form of bag when shopping, and
that consumers will not always have a bag with them available for re-use (e.g. for
impulse/un-planned shopping). With this in mind, Defra is looking to develop standards with
industry for a biodegradable bag that has fewer environmental impacts across its life cycle;
not just its end of life impacts. As biodegradable bags are not consistently exempt from
charges on carrier bags in other countries, this research attempts to unpick consumer
understanding of biodegradability, what consumers would expect a biodegradable bag to be
like, and their thoughts on the proposed exemption. Previous research by Brook Lyndhurst
for WRAP on biopolymers highlighted the substantial confusion around the meaning of the
term biodegradable and its relation to other terms such as degradable and
compostable.19
1.2
Research methodology
This study addressed the following research questions:
What are the stated attitudes and behaviours among people in England concerning the
use and re-use of carrier bags and Bags for Life, carrier bag litter and disposal of plastic
bags?
What are the levels of awareness, understanding and expectations of biodegradable
bags?
What are peoples attitudes towards the forthcoming charge and where it may be applied?
What narratives and messages may act as effective motivators to engage the public with
the new scheme? Do these vary for particular groups of people?
14
WRAP (2013). Effect of charging for carrier bags on bin-bag sales in Wales.
http://www.wrap.org.uk/sites/files/wrap/Effect%20of%20charging%20for%20carrier%20bags%20on%20binbag%20sales%20in%20Wales.pdf
15
Ibid. An estimated 11.1 million extra liners weighing 80 tonnes were sold in 2012. To put these figures in context, for the
82% of the grocery sector sharing carrier-bag data with WRAP, 284 million fewer thin-gauge carrier bags (2,129 tonnes) were
sold in 2012 compared to 2010.
16
There were exemptions for a range of plastic bags including small bags used for fresh meat, fish, fruit, vegetables and
reusable bags sold for 0.70 Euro or more. For more information see: http://www.irishstatutebook.ie/2001/en/si/0605.html and
http://www.environ.ie/en/Environment/Waste/PlasticBags/
17
For more information see http://www.nidirect.gov.uk/carrier-bag-levy and
http://www.carrierbagchargewales.gov.uk/consumers/?skip=1&lang=en
18
Exodus Market Research for Welsh Government and Zero Waste Scotland (2013). Consumer behavioural study on the use
and re-use of carrier bags 2012.
http://www.zerowastescotland.org.uk/sites/files/wrap/Carrier%20bag%20behavioural%20report_SCOTLAND_FINAL%20V5%20
18%207%2013%20v3.pdf and http://wales.gov.uk/docs/desh/publications/130903behaviour-study-on-carrier-bags-reporten.pdf
19
Brook Lyndhurst for WRAP (2007). Consumer attitudes to biopolymers.
The main purpose of the research was to explore current (stated) behaviours and attitudes
around carrier bag usage and towards the proposed carrier bag charge of consumers in
England. Figure 1 outlines the two main stages of the research, namely a series of discussion
groups and an online survey.
Figure 1 Research methodology
This study partly drew from the Exodus research for its design. Namely, specific question
wording was included in the questionnaire so that the findings from this research could be
cross checked to some extent (as the methodologies differ) against those in Scotland and
Wales. The survey used quotas to ensure representation from demographic groups whose
views were known to vary from the average. For example, the Exodus research showed that
young men under the age of 25 and families with young children were less receptive to the
charge. As men under 25 are comparatively less likely to participate in online panels,
additional effort was made to ensure this quota was met and that their views were
represented in the qualitative phase.
Qualitative phase
Purpose
The purpose of this phase was to provide in-depth insight of consumer attitudes and
behaviours towards bag use; public awareness, understanding and expectations related to
biodegradable bags; reasons for support or concern for the charge; and also to explore issue
framing and narrative around the charge. This phase also enabled the research team to
ensure that the language, tone and word choice used in the survey for the quantitative
phase, reflected discussion group participants own phrasing so as to make survey
completion easier for respondents.
Discussion group structure
In order to ensure an honest discussion, the groups were structured around a mix of
individual and group exercises, as well as general discussions around the four main research
questions (see beginning of this section). Furthermore, a discussion group pre-task was used
10
to frame (rather than prime) participants stated behaviours. For the pre-task, participants
were asked to bring along the bags they used for their last food shopping trip.20
Images from the materials used in the discussion groups are used in this report. These may
contain certain brands, retailers or products. Brook Lyndhurst acknowledges that neither
WRAP nor Defra endorse or promote any particular brand or product and that these are
simply used for illustrative and research purposes.
Recruitment and sampling
Eight discussion groups of 8-10 participants were conducted. In total 77 participants
attended.21 These groups were regionally split across England:
Two in the South West - Exeter;
Two in London;
Two in the Midlands Nottingham; and
Two in the North - York.
Recruitment to the groups was conducted using the free found recruitment method where
trained recruiters with databases of people in each of the areas contacted (via telephone or
email) potential participants and screened people from their database using a questionnaire
derived from the recruitment specification (see Annex 4). The recruitment specification was
designed to ensure a range of perspectives and demographics would be represented at the
qualitative phase, thereby ensuring that the subsequent questionnaire incorporated existing
views and familiar language.
The discussion groups were split by social grade.22 Separating participants by social grade
can help ensure that participants feel at ease and comfortable in each others presence
which in turn facilitates healthy discussions and debates within the groups. Out of the eight
groups:
Two were of social grade AB;
Four of social grade C1C2; and
Two of social grade DE.
To better understand aspects that may cause different behaviours and attitudes related to
bag use and the charge, several other factors were accounted for in the groups: rural/urban
divide; availability of plastic carrier bag recycling at kerbside collection; and, provision of
food waste recycling at kerbside collection. These factors were accounted for in the following
manner:
Two discussion groups had participants recruited from a rural location (one group in
Exeter and one in York), while the other six discussion groups had participants from urban
and semi-urban locations;
Two discussion groups (one in Exeter and one in London) had participants recruited from
local authorities/boroughs where plastic carrier bags were collected as part of dry
kerbside recycling collections; and
Two discussion groups (one in Exeter and one in London) had participants recruited from
local authorities/boroughs where food waste recycling at the kerbside was offered.
It was thought by the research team that the rural/urban dimension of where people live
may be indicative of different shopping habits and bag use (e.g. more frequent car use). It
20
See Annex 1 for a copy of the topic guide used in the discussion groups.
Participants were provided with a 40 cash incentive as a thank you for their time and participation.
22
Social grade divide the population into different categories, based on the occupation of the head of the household. The
groups are defined as follows: A- Higher managerial, administrative, professional e.g. Chief executive, senior civil servant; B Intermediate managerial, administrative, professional e.g. bank manager, teacher; C1- Supervisory, clerical, junior managerial
e.g. shop floor supervisor, sales person; C2 - Skilled manual workers e.g. electrician, carpenter; D- Semi-skilled and unskilled
manual workers e.g. assembly line worker, refuse collector; and E - Casual labourers, pensioners, unemployed.
21
11
was also thought that provision of a kerbside collection for plastic carrier bags and/or food
waste may reflect different experiences of plastic carrier bag disposal and understanding and
expectations of biodegradable bags and their disposal.
As the Exodus research showed differences in opinion over the charge and bag use
behaviours when it came to young men and young families, for this research a minimum
quota of one man aged between 18 to 24 and two parents of children under the age of 16
was set for each group.
Analysis
Notes were taken during each discussion group by the co-moderator. Manual thematic
analysis of these notes and transcripts was conducted around the key themes of the
research questions.
Interpretation of findings
Qualitative research provides in-depth insight into the perceptions, attitudes and behaviours
of those involved in the research. It helps explain the rationale behind participants opinions
and behaviours unpacking the why behind actions and attitudes much more than in
quantitative research. This gives what is sometimes referred to as high internal validity23.
Findings and insights, however, cannot be said to represent the views of the population and
cannot be extrapolated to be indicative of the wider population. This is sometimes referred
to as low external validity. As mentioned above, the main purpose of the qualitative
element in this research was to improve the quality of the survey design in the quantitative
phase and to provide detail and depth to some aspects of the research questions which were
not appropriate for the quantitative phase (e.g. narrative testing and communications around
the charge).
Quantitative phase
Purpose
The purpose of this phase of the research was to produce a repeatable baseline assessment
of attitudes and behaviours related to bag use and the charge that could be used to assess
change over time; identify the current level of support and concern for the charge and
reasons for these positions; and assess public awareness, understanding and expectations
related to biodegradable bags.
Methodology rationale
The mode for the survey element (online) was chosen by assessing the best value for money
option that would give reasonably robust results within a time period that enabled the
findings to inform policy development of the charge by Defra. Furthermore, the
questionnaire needed to be administered in a way that would enable it to be easily repeated.
For these reasons it was deemed that an online survey administered via a panel which is
relatively inexpensive, fast and easily repeatable - was the most appropriate methodology.
Data collection and sampling
The quantitative phase was an online survey using computer-assisted web interviewing
(CAWI), which was live from March 12th to 24th 2014.24 The survey was administered by ICM
Research using their online New Vista panel which was supplemented by a third party panel
called GMI to fill certain quotas (mainly of young men).
23
24
The survey was left open longer as the young men quotas took longer to fill. However, by extending the time that the survey
was live most quotas were met which means the data did not need to rely too much on weighting in order to make it
representative of England.
12
In order to be nationally representative of England25, the online survey had set quotas for:
Region;
Social grade;
Age; and
Gender.
A quota sampling approach was developed for the survey that aligned to the profile of the
adult population in England (see Annex 5) to reduce any biases that could arise from
respondents being very different from the larger population. Quotas were also set to ensure
that large enough base sizes of sub groups were achieved, to enable comparisons between
different sub groups (e.g age bands or social grades) and to better address the research
questions asking about variations between different groups.
Age and gender quotas were interlocked (i.e. separate quotas were set for men aged 18 to
24; women aged 18 to 24; men aged 25 to 34; women aged 25 to 34; men aged 35 to 44;
women aged 35 to 44; etc.) The achieved sample was 1,538 and the effective sample size
was 1528.26
In terms of implications for the interpretation of the survey results:
Sample was selected and targeted by ICM Research to match the sampling framework
designed (see Annex 5); however, once emailed each panel member could choose to
take part in the survey or not. This means that not everyone has the same probability of
taking part, as respondents have chosen to be part of a panel and opted to respond to
the survey; there is a degree of self-selection in this approach.
Although agreement to take part in a survey is always a necessary prerequisite of any
survey methodology, the proactive agreement to be a member of an online consumer
panel may make the pool of respondents in some way different to the population - for
example, they may be more technologically savvy. However, whilst comparative
methodology research has shown that this makes an online methodology less reliable for
when researching technological topics for non-technological topics where there is not a
clear reason for panel respondents to differ from the wider (in this case England)
population, online panels yield similar results to face to face methodologies (where
technological ability is likely to be more varied).27 Carrier bags fit into the category of nontechnological, however where questions were asked about online shopping habits there is
a particular risk of bias in these findings as a result.
The purpose of using quotas is to minimise biases, by ensuring that other aspects which
are known (from previous research) to be important in shaping consumers behaviours
and attitudes, such as age and gender, are represented proportionately, so that there can
be greater confidence that findings can be extrapolated to reflect the wider population.
Other sampling methods however, such as stratified random sampling, may provide more
precise estimates of attributes of the population as a whole- compared to quota sampling.
The research team felt that on balance the speed and cost benefits made quota panel
sampling preferable. Moreover, it is felt to be unlikely that attitudes to carrier bags and
their usage would differ among those who sign up to online survey panels and those who
do not.
The sample are panel members and are, therefore, likely to take part in more research
than the average citizen. Panel members have signed up to take regular surveys to collect
25
It was a requirement from WRAP and Defra for the research to be representative of consumers in England.
Little weighting had to be applied to the sample; therefore weighting factors fell between 0.88 and 1.17, with a mean of
1.003 and standard deviation of 0.058. The effective base of the sample was 1,528 which means that the weighting effect on
the sample was minimal. The impact of the weighting was accounted for when undertaking statistical testing. For the purposes
of statistical significance, an effective base is an indicator of the impact of the weights on the sample.
27
Comparing data from online and face-to-face surveys, International Journal of Market Research Vol. 47 Issue 6.
26
13
28
14
1.3
Report structure
This report draws on both the qualitative32 and quantitative data to summarise the England
findings on:
Food shopping behaviours;
Plastic carrier bag use for food shopping;
Bags for life and other bag use for food shopping;
Bag use for non-food shopping;
Biodegradable bags; and
Views on the proposed single use plastic carrier bag charge.
This report recounts the data in a factual and descriptive manner (rather than in an
interpretative way). Where feasible this report also offers insights as to why consumers may
hold a certain attitude or behave in a certain way by triangulating the findings of the
quantitative phase with those of the qualitative phase. This reports main audience is policy
colleagues within Government departments and public bodies.
The next chapter sets the scene by presenting the general food shopping behaviours. The
following two chapters then explore the type of bags used when food shopping Section 3
for plastic carrier bag use and chapter 4 for bags for life and other bags. A brief chapter on
bag use for non-food shopping then follows section 5. Section 6 offers insights into
consumers understanding, attitudes, and suggestions regarding biodegradable bags. The
penultimate section (Chapter 7) investigates views on the plastic carrier bag charge
specifically focussing on general awareness, potential impacts, levels of support, potential
exemptions and communication. Section 8 briefly outlines a few concluding remarks.
Before presenting the findings as above, this next sub-section briefly introduces the issues of
under-claiming and over-claiming of types of bags used it is important to bear these issues
in mind while reading the findings and interpreting their meaning. For a more in-depth
discussion on under-claim and over-claim of types of bags used see Annex 3.
1.4
Under-claim and over-claim of types of bag used
When responding to questionnaires, respondents tend to be subject to various kinds of bias.
It was anticipated that the most likely type of bias for this topic would be for respondents to
over-state altruistic and socially beneficial attributes or behaviours.33 In practice this means
that respondents are more likely to deny certain attitudes and behaviours which are
perceived to be socially undesirable, and overstate those that are desirable. To a lesser
extent respondents may demonstrate acquiescence bias in their answers, which is essentially
the tendency to be positive and provide the answers perceived to be what the interviewer, or
in this case, survey provider would like to hear.
For this reason of response bias, the online questionnaire took the possibility of over and
under claiming into account in its design. This was done by assessing the inconsistency of
responses across several different questions asking about a single behaviour. Furthermore,
comparisons could be made between claimed behaviours from this research and claimed and
observed behaviours from the Exodus research. However, these comparisons need to be
treated with caution, as the research was carried out in a different time period and used
different modes34 (online survey versus telephone interviews and observational research in
32
Anonymised quotes from discussion groups are used to support quantitative and qualitative data in this report and are
presented in a speech bubble. Quotes have the gender, social grade and location of who said them. Quotes from a dialogue are
preceded by a W for woman or an M for man. Quotes mentioning a specific retailer or brand have been anonymised
33
Social desirability bias tends to be an issue for most modes of survey research but is normally more present in face-to-face
and telephone surveys as the research context is more social and specific subject areas that have a social etiquette or
implication plastic carrier bag use is one of these subject areas.
34
The Exodus work used computer aided telephone interviewing (CATI) with a sample of 984 for Wales and 1,014 for Scotland.
This survey for England was conducted with computer assisted web interviewing (CAWI) with a sample of 1,538. All samples
have been weighted to the relevant nation and are comparable in this regard.
15
Scotland and Wales) which can influence the responses given.35 In addition questions were
worded differently in the Exodus research compared to this research.
The research team was asked to outline the degree of under-claim and/or over-claim present
within the survey with a view to what extent claimed behaviours can be considered a true
pre-charge baseline for England. This section presents a summary of this while Annex 3
provides the detail. The main aspects to bear in mind when reading the remainder of the
report are:
Social desirability bias is a potential issue which causes under- and over-claim of certain
types of bag use, as found in the Exodus work; and
Steps to understand and, to a certain extent, minimise the potential bias have been
undertaken including the selection of an online methodology, question wording and the
below assessment.
At the time of the Exodus telephone interviews and observation data collection (observations
were carried out near the till in supermarkets and independent food stores), Wales had
already brought in carrier bag charging, whereas Scotland had not. It would, therefore, be
expected that the data for England be more similar to the Scottish data.
Comparing observational data with claimed data in the Exodus research shows an underclaim of usage of single use plastic carrier bags. In Scotland, on the last food shopping trip,
18% claimed to use new SUCBs for all of their shopping, while observational data suggested
that this figure was 47% (29% points under-claim). In Wales, by contrast, 7% claimed to
have used new single use plastic carrier bags for all of their latest food shop compared to
12% observed (5% points under-claim). It is clear that under-claim of single use plastic
carrier bags use is far less evident in Wales than Scotland. It is felt that under-claim in
England is likely to most closely match that of Scotland (29% points) due to the absence of a
charge on carrier bags in place in Scotland or England at the time of both pieces of research
and due to the matching baseline claims (for England in this online survey and Scotland in
the telephone survey in the Exodus research) of 18% of respondents claiming to only have
used single use carrier bags for their latest shop.
Over-claim for re-use of bags for life (i.e. brought from home not purchased in the shop)
was recorded at 28% points in Wales and 37% points in Scotland. As with single use carrier
bag usage, it is assumed that levels of over-claim in England would most closely resemble
those in Scotland (rather than Wales) representing a less marked, pre-carrier bag charge
scenario. The level of over-claim, however, is likely to be lower in England than in Scotland
due to claimed re-use of bags for life being lower in England than in Scotland (and in Wales).
To some extent the patterns revealed are supported by the findings for claimed ownership of
bags for life which were 93%, 86% and 80% for Wales, Scotland and England respectively.36
It is worth noting also, that after probing by the facilitator and various exercises in the
England discussion groups; it became clear that participants initially had over-claimed their
use of their own bags/bags for life for food shopping.
35
For further discussion on mode effects on data comparison see Duffy et al (2005). Comparing data from online and face-toface surveys, International Journal of Market Research, Vol. 47, Issue 6: 615-639.
36
It is nonetheless worth remembering the difference in mode - the England survey was conducted online and the Exodus
research in Scotland and Wales was conducted via telephone. The mode effect could explain the lower level of over-claim given
that social desirability bias may have less of an impact on responses gathered via online surveys compared to those gathered
via telephone interviews.
16
2.0
See for example WRAP (July 2013). UK Voluntary Carrier Bag Monitoring 2013. This contains data from supermarkets only.
http://www.wrap.org.uk/sites/files/wrap/Carrier%20bags%20results%20%282012%20data%29.pdf
38
Top-up shop was defined as shopping for a small number of items to supplement food at home.
17
Private transport was used for most main shopping trips. Three quarters (74%) of main food
shopping trips were taken home by private car, although this falls to 52% for top-up food
shops. For their main food shop 11% have it delivered by the store. Only 8% take their main
food shop home by foot, increasing to over a third (36%) for top-up food shops. For top-up
food shops, rural respondents are more likely to use a private car for their main shop 82%
for rural respondents compared to 63% for urban respondents this difference is statistically
significant. This chimes with the statements made about transporting shopping home by car
in the rural discussion groups.
2.2
Online shopping
It is important to bear in mind that respondents to an online panel may have quite different
behaviours when it comes to online shopping, despite the high level of internet usage across
the wider population. Therefore the findings here should be treated with particular caution.
When respondents were asked what type of store they normally use to do their food
shopping, for the main food shop 16% of respondents stated they used an internet site for
online delivery and 2% stated they used an internet site for ordering and then collecting in
store. Younger respondents (aged 24 to 44) were more likely to use an internet site for
online delivery than older respondents, this was slightly more pronounced for women and
those that had children - these differences were statistically significant. Very few
respondents used the internet to do their top-up food shopping.
Of all those who do some food shopping,39 most respondents (70%) have never had a bagless food delivery (note however that not all online supermarkets offer this as an option).40
Only 8% of respondents stated that they either very often or always opt for bag-less
delivery and 21% stated they either sometimes or rarely have bag-less delivery.
Overall of those who had experienced bag-less deliveries41, three in five respondents (61%)
preferred bag-less deliveries while over a third (36%) preferred deliveries with bags. Those
that preferred bag-less deliveries tended to do so for environmental reasons - because
plastic carrier bags are not good for the environment or because it is a waste to use plastic
carrier bags. While those that preferred deliveries with bags did so mainly for conveniencebecause it is easier to unpack my shopping or because it is useful to have plastic carrier
bags in the house.42
Those that have had bag-less delivery always or very often43 are more likely, perhaps
unsurprisingly, to prefer it and to do so for environmental reasons.
2.3
Types of bags used
The types of bags available to consumers for food shopping are varied and which
combinations of bag types are used is often the result of a complex mixture of attitudes,
behaviours and habits (or lack thereof).
In the online survey, approximately two in five respondents (43%) stated they used new
plastic carrier bags for some of their purchases the last time they went food shopping.
Equally, approximately two in five respondents (45%) stated they used bags for life brought
from home for some of their food shopping. About three in ten respondents (29%) used
39
18
cloth/fabric bags brought from home and approximately one in five respondents (22%) used
plastic carrier bags brought from home for some of their purchase. Figure 2 below presents
the full spectrum of the combination of bags for different proportions of food shopping.
Figure 2 Proportion of food shopping in various bags and containers for last food shop
(Base: 1,513 All those who do some food shopping, Q20, single response)
It became apparent in the discussion groups that there were inconsistencies in how
participants described their use of plastic and other carrier bags. This could be due to poor
recall or social desirability, i.e. wanting to appear to exhibit environmentally friendly
behaviour. This suggests that their stated behaviour around bag use in the study may not
always reflect their actual behaviour.
Discussion group participants were asked to bring the bags that they used when they last
went food shopping. Many bags and types of bags were brought in - these were mainly bags
for life, including both supermarket budget bags for life and a variety of sturdier plastic and
jute supermarket bags for life, and respondents own bags. There were also some plastic
carrier bags.
In the discussion groups, participants were also asked to individually complete a grid
indicating how many bags or other containers they used for food shopping in the last week.
In this case, participants commonly stated that they had used new plastic carrier bags; bags
for life brought from home; and plastic carrier bags brought from home.
However, following probing from the facilitator and other exercises, it became apparent that
participants tended to use new plastic bags more than they had initially claimed; and that
they had over-stated their use of their own bags or bags for life when shopping for food.
The quantitative and qualitative findings (following the additional probing) match and
reinforce each other. New plastic carrier bags and bags for life, in general, are the types of
bag that consumers claim to use when doing their food shopping.
19
3.0
The main insights with regard to plastic carrier bag use are:
Two in five respondents claimed to take plastic carrier bags for their main shop from the
till either always or often; while one in five respondents claimed to never do so.
Male and younger respondents are more likely to always take plastic carrier bags from
the till.
There is culture of storing plastic carrier bags as a force of habit rather than need.
Environmental reasons (linked to being wasteful; bad for the environment; avoiding
them ending up in landfill; etc.) and practical reasons (linked to own bags being
stronger, getting loyalty points for using own bags, etc.) are the main motivations for
consumers not to take plastic bags at the till.
3.1
Initial views
In the discussion groups, when participants were shown pictures of plastic carrier bags they
were generally referred to as normal plastic bags, normal shopping bag or normal carrier
bags. Some more unique but less frequent names included: cheap plastic bags; bin liners;
beer carrying bag; flimsy plastic bag; scandal bag; and market bag.
Quite often these bags were not liked because they tended to easily split or because they cut
into the carriers hands when too heavy. Other dislikes included their thin and flimsy makeup. Many participants, however, described their multiple and versatile uses especially as
bin liners and their ability to be easily and conveniently stored (see Section 3.4).
Three-quarters of survey respondents (72%), when shown the image to
the right, selected the statement that the carrier bag was harmful for the
environment, echoing the environmental theme above. Only two in five
respondents (39%) stated it was reusable and just over a third (36%)
described it as a normal shopping bag.
3.2
Frequency of use
One in five survey respondents (19%) claimed to never take plastic carrier bags from the till
when doing their main food shop; while approximately two in five respondents (42%)
claimed to take them either always or often. A further quarter (25%) stated that they
rarely take plastic bags and 15% stated they sometimes take plastic carrier bags from the
till for their main food shop.
When looking at top-up shops, the distribution of answers is quite similar (Figure 3). As
outlined in Section 1.4 above and backed-up by insights from the discussion groups, there is
reason to believe that there is a degree of under-claim of the use of new plastic carrier bags
for food shopping.
20
Figure 3 Use of new plastic carrier bags when food shopping (Q17, single response)
When looking at the last food shop and proportion of use of different bags, approximately
two in five respondents (43%) stated they used new plastic carrier bags for some (less than
half or more) of their purchases the last time they went food shopping; while about half of
respondents (53%) stated they used none.
Comparing this stated behaviour to that of research from 2005, it would appear things have
moved on quite a bit, with consumers in 2005 claiming to use of plastic carrier bags to a
much greater extent. At the time, almost four in five respondents (79%) in answer to the
question Most supermarkets provide free plastic carrier bags at the checkout. When you go
to the supermarket for your main grocery shop to what extent do you make use of the free
bags? answered they put practically everything into free plastic carrier bags.44
When comparing stated usage for plastic carrier bags for the main shop and bag usage
generally for the last food shop, respondents answered consistently.45 For instance,
respondents who stated that they always or usually take plastic carrier bags from the till
are much more likely to have said that in their last food shop they used plastic carrier bags
from the till for half or more of their main shop.
Andrew Irving Associates for Corporate Culture on behalf of WRAP (2005). Carrier Bag Usage and Attitudes: Benchmark and
Target Market Study. It is worth noting that the methodology for this research was 1,048 street interviews across Great Britain
conducted from March2nd to 10th 2005. A direct comparison with this current piece of research is not possible given the different
methodology, mode and question wording.
45
See question wording in tables for Q17 and Q20 in Annex 2.
21
specific age bands the youngest men and women (aged 18 to 24) are more likely this
difference is statistically significant. These insights broadly match those from the Exodus
research.46
There is a correlation between increasing household size and claiming to take bags from the
till more frequently. Similarly, households with children aged 15 years and under are more
likely to claim to take bags from the till more frequently.
Conversely, older respondents were most likely to either rarely or never take plastic carrier
bags from the till to pack their shopping.
Urban dwellers are more likely to claim they always take plastic carrier bags from the till for
their main food shop; 33% compared to 26% of suburban dwellers and 25% of rural
residents this difference is statistically significant. It is worth mentioning that rural
residents tend to be older while urban dwellers tend to be younger, and given that younger
respondents are more likely to claim to take plastic carrier bags from the till (see beginning
of this section); the difference in behaviour between rural and urban residents may be more
linked to age than location.47 Social grade A and E are most likely to claim they never take
plastic carrier bags from the till for their main food shop this difference is statistically
significant.
All these patterns are similar for top-up shopping trips, although they are less accentuated.
3.3
Attitudes: Motivations and barriers
When those that claimed they did not always take new plastic carrier bags from the till were
asked about why, a mixture of environmental and practical reasons were given (Figure 4).
Figure 4 Reasons for not taking plastic bags from the till (Base: 1,214 All those who claim
that they do not always take plastic carrier bags from the till, Q18, multiple response up to
three)
46
Exodus Market Research for Welsh Government and Zero Waste Scotland (2013). Consumer behavioural study on the use
and re-use of carrier bags 2012. See Section 4.5.1.
47
The rural population of England is, generally, on average older than in urban areas. See for example Defra (March 2014).
Statistical Digest of Rural England 2014. Government Statistical Service.
https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/288991/Statistical_Digest_of_Rural_England_20
14_March.pdf
22
Approximately two in five respondents (37%) stated that they preferred their own bags as
they are stronger and less likely to break. A third (31%) stated that it was wasteful to take
new plastic carrier bags and over a quarter (28%) claimed that plastic carrier bags are bad
for the environment.
When clustering these responses into common themes, environmental motivations were
selected the most often followed by practical reasons and then financial drivers. The Exodus
research asked this question in a slightly different way both in wording and format;
therefore, a direct comparison is not possible. The general sentiment, however, of
environmental reasons being selected the most followed by practical reasons holds true.48
Compared to other gender and age groups, women over 45 years of age were more likely to
give the following environmental reasons: plastic carrier bags are bad for the environment;
to avoid plastic carrier bags ending up in landfill; and to prevent harm to animals from
plastic carrier bag litter these differences were statistically significant.
Those that gave environmental reasons for not taking plastic carrier bags at the till were
more likely be strongly in favour of the charge.
3.4
48
Exodus Market Research for Welsh Government and Zero Waste Scotland (2013). Consumer behavioural study on the use
and re-use of carrier bags 2012.
http://www.zerowastescotland.org.uk/sites/files/wrap/Carrier%20bag%20behavioural%20report_SCOTLAND_FINAL%20V5%20
18%207%2013%20v3.pdf See page 63.
23
Many participants did, however, claim that they re-used plastic carrier bags and this was not
necessarily for food shopping. The most popular response to how plastic carrier bags were
re-used was as bin liners. Other uses for plastic carrier bags included: pet mess disposal;
food shopping; throwing out specific rubbish; carrying sport kit; DIY; car boot sales; keeping
paint brushes; cleaning hair dye, etc. Though many different reasons for storing plastic
carrier bags were given, it became apparent that the frequency of these usages (or lack
thereof) did not warrant the quantity of plastic carrier bags stored. At times plastic carrier
bags were simply kept to be stored.
49
The circular direction of the arrows for reused and refuse bin shows that, though, the intention and initial claim was to reuse; often bags ended up in the refuse bin.
50
These groups were located in Exeter and London.
24
stayed about the same and one in five respondents (18%) did not know. Figure 6 below
shows the detailed breakdown of these responses.
Figure 6 Prominence of plastic bag litter (Base: 1,538, Q26, single response)
25
4.0
Bags for life and other bag use for food shopping
The key take-outs for use of bags for life and other bags for food shopping are:
Over a quarter of respondents considered budget bags for life to be a a normal shopping
bag; this was a feeling echoed by many participants in the focus groups who made little
differentiation between these bags and single use carrier bags.
Half of respondents claimed that they did not re-use bags for life the last time they went
food shopping and 7% said they purchased new bags for life on their most recent food
shopping trip.
Given that half of respondents who have bags for life did not dispose of them in the last
year it can be assumed that they are stored and potentially hoarded since two-fifths own
five or more.
Awareness of being able to return used bags for life to the store for a free replacement
(over two-fifths said they were very aware of this option) is higher than actual practice of
this disposal route.
4.1
Initial views
Cloth bags
Bag for life was considered a catch-all term. It was understood by participants in the
discussion groups to encompass many types of bags, including both: budget bags for life
made of thicker plastic costing between 5p and 12p, and the reusable shopping bags made
of canvas, cotton, jute, synthetic fibres (e.g. nylon), even thicker plastic, etc.
26
In the groups when shown pictures of supermarket branded budget bags for life
participants described them as: durable bags; bags for life; long-lasting bags; 10p bags;
thicker, stronger, sturdier and better than normal plastic carrier bags; heavy duty; more
practical, comfortable and easier to carry; and with sturdier and better handles. Participants
often still referred to these types of bags as carrier bags - just stronger than the normal
plastic carrier bags.
In the groups when shown pictures of more durable bags for life participants described
them as: shopping bags; shoppers; bags for life; even more durable and stronger bags;
woven bags; and jute bags. The consensus was that these bags may cost a bit more but
would last a very long time. A few participants mentioned that these at times came with
handy bottle holders which were well liked. Overall these types of bags were widely used
and well liked as they were durable and easy and comfortable to carry.
In the groups when shown pictures of cloth bags participants often called them by the
following names: canvas bags; hemp bags; freebie bags; hessian bags; hippie bags and
beach bags. The general consensus was that these bags were not suitable for food shopping
as they were not practical to stand items in, the handles were too long, and were quite
feminine.
In the groups when shown pictures of nylon fold away shopping bags many participants did
not recognise them. Those that did referred to them as: foldable or folding bags; handbag
bag; picnic bag; compact fabric bags; and travel bag. These were thought to be convenient
by most and a bit extravagant by some. Participants, however, worried whether they would
be sturdy enough for food shopping and whether they would be easily mislaid or forgotten.
In the groups when shown pictures of rucksacks and more permanent shopping bags many
participants described these as designer (carrier) bags; luxury bags; travel bags; picnic bags;
beach bags; and multipurpose bags. Participants doubted that these bags were appropriate
for food shopping and some felt that in-store staff may think that you were stealing if using
these types of bags in a non-food retail outlet.
In the survey, when presented with an image of a budget bag for life, over four in five
respondents (84%) described the bag as reusable and two in five respondents (42%)
described it as environmentally friendly. Two in five (41%) also described it as usually
recyclable.51 Approximately a third (29%) described it as a normal shopping bag this, as
discussed earlier in Section 4.1, was reinforced by the discussion group findings. Participants
often referred to budget bags for life as (normal) carrier bags. With the introduction of the
charge in England, it will be interesting to see how these perceptions of bag image may
change over time. Figure 7 illustrates the totality of the statements selected to describe the
image of the budget bag for life.
51
27
Respondents were also presented with images of jute bags and canvas bags: in both cases
three quarters of respondents stated they were reusable 76% (jute) and 75% (canvas).
Over half stated that they were environmentally friendly 63% (jute) and 51% (canvas).
Over a third described these two types of bags as normal shopping bags 36% (jute) and
38% (canvas).52
4.2
Frequency of use
The last time they went food shopping, half of survey respondents (50%) claimed that they
did not re-use bags for life53 for any of their purchases; while less than half (45%) stated
that they packed some (less than half or more) of their shopping in bags for life brought
from home.
Conversely, one in six respondents (17%) stated they put all their purchases in bags for life
brought from home the last time they went food shopping. This correlates well with the one
in five respondents (19%) who claimed that they always bring my own bags - assuming
that the majority of my own bags is made up of bags for life as the discussion groups would
indicate.
Women over the age of 45 and men over the age of 55 are more likely to have stated that
they packed all of their shopping in a bag for life brought from home the last time they went
shopping these differences are statistically significant. Those that did not use bags for life
for their last food shop are much more likely to do most of their food shopping in smaller
top-ups rather than a main shopping trip or a mixture this difference is statistically
significant. These respondents are also more likely to take their shopping home by foot or
public transport compared to by car/taxi this difference is statistically significant. These
types of top-up shops may, therefore, be more spontaneous and unplanned which may
explain why respondents do not have bags for life with them.
Seven percent claimed they had bought a new bag for life at the store to pack some of their
shopping most of them (6%) stated that this was for less than half of their purchases.
52
53
For a follow breakdown of these questions see the tables for Q27 in Annex 2.
Defined as reusable shopping bags bought by shoppers from supermarkets see Glossary for full definition.
28
Those that claimed to have packed all of their purchases in bags for life in their last food
shop were more likely to be strongly in favour of the charge.
About a third of respondents (29%) claimed to use cloth/fabric bags brought from home for
some of their purchases. One in ten (10%) claimed to have used nylon fold away bags and
one in ten (9%) claimed to have used rucksacks/shopping trolleys brought from home.
The claimed use of bags for life is much lower in this survey than in the Wales and Scotland
research. Less than half of respondents (45%) in England claimed to have re-used bags for
life for some (those that selected all; more than half; half; and less than half) of their
purchases in their last shop compared with 5% in Scotland (pre charge) and 79% in Wales
(post charge). In terms of observational data, 28% of customers observed in food chain
stores in Scotland used a bag for life on their shop. It is assumed that levels of over-claim in
England would most closely resemble those in Scotland, being pre-charge. However it is
reasonable to infer that the degree of over-claim is likely to be lower in England than in
Scotland due to claimed behaviour being lower to begin with. For a more detailed discussion
on the presence of over-claim in our survey and comparison to the Exodus research see
Annex 3.
Two in five respondents (39%) owned five or more bags for life, while 13% stated they
owned none. This reinforces the insights from the qualitative research that there is a culture
(in England) of storing and hoarding plastic carrier bags including bags for life. Women over
35 are more likely to own five or more bags for life. This is especially pronounced for
women between the age of 45 to 55 where 59% stated they own five or more this
difference is statistically significant.
Ownership of bags for life has increased over the years both in England and in Wales.54 In an
on-street study conducted in 2005 only 40% of respondents had ever bought a bag for life.55
Though not directly comparable due to methodological, mode and question-wording
differences only 13% in this survey stated they did not own any bags for life. It is interesting
to note that despite this high ownership only 45% claimed to have re-used bags for life for
any (All; More than half; Half; and Less than half) of their purchases in their last shop.
In this England survey, those who claimed to have bags for life were asked how often they
use them for food shopping. About a quarter (23%) claimed they did so every time and a
third (32%) claimed most of the times (Figure 8).
54
Poortinga, Whitmarsh, Suffolk (2013). The introduction of a single-use carrier bag charge in Wales: attitude change and
behavioural spill over effects. Journal of Environmental Psychology 35: 240-247.
55
Andrew Irving Associates for Corporate Culture on behalf of WRAP (2005). Carrier Bag Usage and Attitudes: Benchmark and
Target Market Study, p. 71.
29
Figure 8 Frequency of use of bags for life (Base: 1,338 All those who have bag(s) for life,
Q23, single response)
4.3
Woman, London, DE
Approximately a quarter of respondents (23%) said it is because they do not always know
when they are going food shopping. When looking at the sub-sample of those who mostly
buy food in smaller top-up shopping trips, this is much more pronounced: 40% of top-up
shoppers gave this reason the difference is statistically significant (Figure 9).
30
Figure 9 Reasons why respondents do not always take their own bags (Base: 1,513 All
those who do some food shopping, Q19, multiple responses up to three)56
About one in five respondents (17%) claimed that the reason they did not always use their
own bags was down to convenience its more convenient to just take the plastic bags
provided at the till. This reason was more likely to be given by younger respondents,
especially men aged 18-44 and the youngest group of women 18-24 these differences are
statistically significant.
One motivation given by respondents for not always taking new plastic carrier bags from the
till was to obtain extra loyalty card points (25% - see Figure 4 in Section 3.3) In the
discussion groups there were mentions of supermarket rewards like loyalty card cash backs
and points encouraging some to re-use bags and bring their own bags when food shopping.
Reasons for not always using new plastic carrier bags were more evenly distributed across a
mix of environmental and practical reasons (see Section 3.3). Reasons for not always using
respondents own bags, however, were more clear-cut - over half simply forget. This would
suggest that respondents on some level know that they should be bringing their own bags.
Furthermore, there could be an appetite for bringing ones own bags when going food
shopping. This may be indicative of the social desirability effect and what people think they
should be doing as discussed in Section 1.4 and Annex 3.
4.4
Behaviours: Storage and disposal
When the storage of bags for life and own bags was discussed generally in the groups, most
participants stated that they kept their bags either in the car, kitchen or in the hallway for
easy access for the next food shopping trip.
31
Over half of respondents (51%), who have bags for life, stated they had not disposed of any
in the last 12 months. This further reinforces the notion of storing and hoarding bags simply
out of habit.
Just looking at the 49% who had disposed of a bag for life in the last 12 months:
Two-fifths (42%) stated that they had handed it back and got a free replacement;
A quarter (25%) stated they had used it as a bin liner;
A fifth (20%) recycled it at home;
15% recycled it somewhere else; and
57
15% put it in the general rubbish at home.
This would suggest some confusion among respondents over what should and can be done
when disposing of bags for life.
Just over two-fifths (44%) of all respondents claimed to be very aware of the fact that bags
for life can be replaced free of charge with new bags for life at any supermarket; a quarter
(26%) claimed to be slightly aware; and a third (30%) not at all aware.
It is worth remembering though that only a fifth (20%) of all respondents had stated that
they had disposed of a bag for life by handing it back and getting a replacement free of
charge in store in the last year. The qualitative findings and the Exodus research tell a
similar story. In the discussion groups taking back bags for life to retailers for a free
replacement did not seem to be a prolific behaviour, nor common knowledge. Furthermore,
in the Exodus research, only seven observed shoppers in Wales requested replacement bags
for life and none did so in Scotland.58
Those that were very aware of being able to get a used bag for life replaced free of charge
were more likely to be: women over 45 years old; those who were very aware of the charge
taking place in England; those who were strongly in favour of the charge all these
differences were statistically significant.
Respondents who had bags for life were asked approximately how many times they were
used prior to disposal, a third (33%) stated that they never disposed of bags for life; a
further third (32%) stated they used them more than 15 times; a fifth (22%) stated less
than 15 times; and 13% were not sure. The fact that a third reported they had never
disposed of a bag for life further substantiates the contentions that there is a culture and
habit of storing and hoarding bags.
57
The base for these percentages is 651 so only 42% of the total sample.
Exodus Market Research for Welsh Government and Zero Waste Scotland (2013). Consumer behavioural study on the use
and re-use of carrier bags 2012.
http://www.zerowastescotland.org.uk/sites/files/wrap/Carrier%20bag%20behavioural%20report_SCOTLAND_FINAL%20V5%20
18%207%2013%20v3.pdf See page 85.
58
32
5.0
The key insights for bag use for non-food shopping include:
Between three-fifths and four-fifths of respondents who shop at non-food stores stated
that they usually carry items from these shops home in new carrier bags (this is
particularly high for clothes shops).
Participants felt that receiving a bag for their purchases (again especially for clothes
shopping) was an integral part of the shopping experience.
These insights should be viewed in the context of the Welsh experience where the use of
single use carrier bags for non-food shopping did in fact fall sharply following the
introduction of the charge.
The qualitative and quantitative stages of this research briefly touched upon bag use for
non-food shopping.
The majority of respondents said when shopping at non-food stores, they expect to carry
home items they purchase in new bags provided by the stores. This is most pronounced with
clothes shops where four in five respondents (81%) stated they would usually use new
carrier bags obtained at the till to carry their purchases home. For the other types of shops
this is the case for approximately three in five respondents (63% for beauty and health care
shops; 63% for entertainment shops; 60% for electrical/ electronic shops; and 58% for DIY
and hardware shops). Figure 10 overleaf provides the detailed breakdown by type of shop
and by type of bag.
Very few respondents (less than 10% across all shop types) stated they would bring their
own bag for life from home to pack their purchases. Those that stated that they did not take
bags from the till for purchases made in non-food shops were more likely to be in the older
age categories.
The way consumers behave in beauty and healthcare shops seems to be slightly more
comparable to habits exhibited in food shops. Of those who shop in beauty and healthcare
shops, one in ten respondents (11%) stated they would use carrier bags brought from home
for purchases made in beauty and healthcare shops and 14% stated they would use cloth
bags.
Women, generally, and older women (over 55), specifically, were more likely to state they
would use a cloth/ fabric bag brought from home for their purchases from beauty and
healthcare shops. Older respondents more generally, were more likely not to take bags from
the till for their purchases from these types of shops.
Elsewhere for cloth bags, 11% said they would normally use these for entertainment shops
and 10% for DIY and hardware shops. This matches the qualitative findings stating that
cloth/ fabric bags were more appropriate for non-food purchases.
One in five respondents for electrical and electronic shops (18%) and for DIY and hardware
shops (19%) claimed that they usually carried the items loose. These are likely to be large
and well- packaged items that do not require bags for transportation home.
33
Figure 10 Bag use for non-food shops (Base: see below all those who shop in these nonfood stores, Q21, multiple responses)59
In the discussion groups lively debates took place when considering bag use for non-food
shopping. While participants had contemplated bringing their own bags to food
supermarkets, or at least could understand the rationale or practicalities behind doing so,
this was not the case for non-food shopping.
59
The bases for the different store types are indicated in the graph. The respondents who had selected I dont shop at this
type of store have been removed from the base of the total sample this represented 6% for clothes shops; 14% for Beauty/
healthcare shops; 12% for electrical/ electronics shops; 14% for entertainment shops; and 13% for DIY and hardware shops.
For figures including these respondents see the table for Q21 in Annex 2.
34
Woman, York, AB
60
See for example WRAP (2012). Appendix 3: Secondary evidence on consumer attitudes and behaviour.
http://www.wrap.org.uk/sites/files/wrap/Appendix%20III%20%20Secondary%20evidence%20on%20consumer%20attitudes%20and%20behaviour%20FINAL%2010.7.12%20v2.pdf
61
Based on data from 13 retailers:
http://wales.gov.uk/topics/environmentcountryside/epq/waste_recycling/substance/carrierbags/reduction/?lang=en
35
6.0
Biodegradable bags
62
See Section 6.2 for a more detailed discussion of the expected timeframe.
This image was generated by importing text in an online tool called WordleTM (http://www.wordle.net/) which generates word
clouds. Common English words (including one and bag in this instance) have been removed. The size of the word denotes the
frequency with which a word was mentioned. For example, time and breaks came up very frequently.
63
36
It is worth noting that there was no real depth of understanding when it came to
biodegradable with the exception of a few participants who were well- informed.
Q: Was it a biodegradable
bag?
Woman: Yes, it must have
been. It was from [retailer
anonymised] and it had all just
fallen to pieces.
Woman: Which is why I
thought all carrier bags were
these days.
A minority of respondents both in the discussion groups and in the survey (approximately
10%) simply did not know what was meant by the term biodegradable and stated as much.
In the discussion groups some participants believed that all plastic carrier bags were (now)
biodegradable.
6.2
Attitudes and expectations
The confusion around the meaning of biodegradable is further exemplified by the fact that
when shown different images of bags in the survey, between one in seven and one in three
respondents selected usually biodegradable as a relevant statement (29% for jute bag;
19% for budget bag for life; 15% for normal plastic carrier bags; and 15% for a cloth bag).65
It is fair to note that even more respondents described these bags as usually recyclable
64
65
37
between a fifth to two fifths (41% for budget bag for life; 28% for jute bag; 26% for a
normal plastic carrier bag; and 22% for a cloth bag). This suggests that there is still some
confusion when it comes to judging what materials are widely recyclable.
After respondents were given the opportunity to type in their own definition of a
biodegradable bag, they were presented with a list of statements related to biodegradable
bags and asked the extent to which they agreed or disagreed with the statements. The
graph in Figure 12 outlines all the responses to the statements presented.
Figure 12 Attitudes towards biodegradable bags (Base: 1,538, Q30, single response)
Man, Nottingham, DE
38
There was a slight concern from some discussion group participants that the development of
biodegradable bags would ease guilt to such an extent that it may discourage certain
consumers to re-use bags or use bags for life. A few participants also questioned the
rationale behind introducing an exemption for biodegradable bags if the end goal was to
move away from plastic bags altogether.
Almost half (46%) of respondents would think it reasonable to put biodegradable bags in the
home compost bin or food waste recycling collection. This is discussed further in Section 6.3.
Less than a quarter (22%) felt that biodegradable bags would not be as strong as normal
plastic carrier bags. The qualitative insights corroborate this finding.
When presented with samples of a blend of regular plastic and a plastic currently marketed
as degradable,66 participants commented that the coloured plastic samples with a high
content (above 98%) of recycled low density polyethylene (LDPE)67 in particular felt strong
and sturdy. Some participants equated their strength to black bin liners. The texture of the
white coloured samples with a higher degradable content was commented by some as being
porous. The use of the word porous was used in a neutral and descriptive manner. The
texture of these samples was generally well liked as they felt less like plastic and more
natural. There were some concerns, however, that these white coloured/high degradable
content samples may be not as strong when stretched with the weight of grocery shopping.
Respondents in the survey and participants in the groups were asked how long they would
expect it to take for a bag labelled as biodegradable to break down. In the discussion
groups the range went from a few minutes to 100 years. The most common answers from
the qualitative research were three months, six months and a year. These estimates were
often pure guesses. At times participants based it on the length of time they would expect to
use the same bag for or their experience of how long it takes for things to compost. For
example, if they thought that a compostable bag would take three to six months to break
down (based on a season) then an educated guess would lead them to say that a
biodegradable bag should take a year to break down in comparable conditions.
Around a quarter of respondents (26%) gave the same preferences as those voiced in the
discussion groups three months to a year. Figure 13 outlines the wide range provided from
the survey question on the expected lifetime of biodegradable bags. It is important to note
that a quarter of respondents (25%) did not feel that they had enough knowledge to express
an opinion this was echoed by participants in the discussion groups who found answering
the question difficult.
66
A number of technologies are used to create plastic films claiming to show some form of degradation in natural or managedwaste situations. The type of degradable plastic in the samples used in this study is deliberately unidentified, hence the term
degradable, when applied to the samples, is used in its wider sense in order to anonymise the material.
67
In total five samples were tested. The two samples with 98% (2% degradable) or 100% LDPE content were green and peach
in colour while the other three samples with a higher degradable content were all white in colour.
39
Figure 13 Time biodegradable bags are expected to take to break down (Base: 1,538, Q31,
open response)
6.3
Disposal avenues
There were a range of expectations among respondents as to how they would be able to
dispose of a biodegradable bag. Being used as a bin liner, placed in the (dry) recycling, and
used as a food waste bin liner were all selected by a third of respondents as potential
disposal avenues. This fragmented response was echoed in the discussion groups. However,
it is worth remembering that given the confusion around biodegradable as a term, these are
not necessarily real expectations but more a reactive reply or best guess.
Though only 15% of respondents stated that they would dispose of biodegradable bags via
their general rubbish bin, the discussion group insights suggest differently. Participants in the
discussions seemed to conclude that if they were uncertain and had not been told where
biodegradable bags should be disposed of then they would probably put them in the general
rubbish bin as the safe option.68 This is further supported by the fact that when probed
participants said that they would treat biodegradable bags as they treat normal plastic carrier
bags. This would imply similar storage, re-use and disposal practices disposal for plastic
carrier bags was often the rubbish bin.69
Figure 14 below shows the range of disposal avenues for biodegradable bags selected by
survey respondents.
Respondents who stated that they would put biodegradable bags in their food/garden waste
collection and/or their compost bin/heap were more likely to regularly refer to the
compostable packaging symbol and more likely to have seen this label this difference was
statistically significant.70
68
This chimes with findings from the WRAP 2007 work. See Brook Lyndhurst for WRAP (2007). Consumer attitudes to
biopolymers, p. 19.
69
See Section 3.4.
70
See Section 6.4 for further discussion.
40
6.4
Suggestions for identifying biodegradable bags
A logo/ label was the preferred way of identifying a biodegradable bag. When presented with
options:
Three in five respondents (57%) stated that the best approach for indicating that a carrier
bag is biodegradable is a logo/ label printed on the bag;
A fifth (19%) opted for a particular colour of bag;
Just under a fifth (17%) preferred written information on the bag; and
A further 7% wanted an accreditation from a recognised/ trusted agency.
From the discussion group insights, there was strong
support for a logo and, when prompted, there was an
Id want to know how long its
appeal for having a unique colour for biodegradable
going to take to biodegrade.
bags. According to participants, the logo needs to be
Woman, York, AB
instantly recognisable and mainstreamed so that it is
visually embedded in everyday experience. Suggestions
included a leaf, a tree or a kite. There was some support for the label to be endorsed by a
known agency the Environment Agency and the Soil Association both received a mention.
Some participants wanted to be reassured that the level of biodegradability was compliant
with a certain accreditation or standard.
Overall, participants said they would not spend much time reading the bag. The label would,
therefore, need to stand out, preferably be placed at the top of the bag, be instantly
recognisable and provide information on how long it takes to biodegrade. As previous
research71 and misunderstanding of different bag types being usually recyclable in this
research72 has shown there are barriers to recycling plastics correctly.
71
41
Interestingly, though, awareness of the compostable logos that are currently on the market
is low. Only a third of respondents (34%) have referred to the compostable packaging
symbol (see picture to the top right) although this is to be expected as this logo was used
solely for the London Olympics in the Summer of 2012; while one in ten (11%) have seen it
but not referred to it and the majority, over half (55%), have not seen it.
For the compostable leaf (see middle picture to the right) label only 17% had referred to it;
7% had seen but not referred to it and over three quarters (77%) had not seen it.
Awareness of the compostable flower symbol (see bottom picture to the right) was even
lower with only 14% referring to it; 5% having seen it but not referred to it; and four in five
respondents (81%) having never seen it.
7.0
With regard to the views on plastic carrier bag charge, the following key points have
emerged:
Almost three in five respondents supported the charge.
The main reason for supporting the charge was the general statement that plastic carrier
bags are bad for the environment.
Encouraging bag reuse and use of bags for life are seen as the main potential impacts of
the charge.
Exemptions were not easily understood exempting paper bags received support while
exempting small and medium size retailers was not be widely understood.
The environmental angle and more specifically the litter angle had mileage with
participants as a narrative supporting the charge, but they felt that the rationale and link
would need to be explained.
Participants suggested that a range of media, alongside in-store communications, would
be effective channels for communicating the introduction of the charge.
7.1
42
more likely to be very aware of the charge. Thirty-seven per cent of rural residents were
very aware of the charge compared to 29% of suburban residents and 27% of urban
residents these differences are statistically significant. This may link back to age, as rural
residents were more likely to be in the older age categories (over 55 years old) this
difference was statistically significant.
Respondents were more aware of the charge in place in Wales, Northern Ireland and the
Republic of Ireland than the upcoming one in England:
Almost half (47%) stated that they were very aware of this charge in these countries;
Roughly a third (31%) stated that they were slightly aware; and
Approximately a quarter (23%) said they were not at all aware.
Younger respondents (below 34 years old) were less likely to be very aware of the
upcoming charge in England and those in place in Wales, Northern Ireland and the Republic
of Ireland. Social grades AB were more likely to be very aware of the charge in place in
Wales, Northern Ireland and Republic of Ireland this difference was statistically significant.
This may relate to the wider awareness of this group in general and/or the type of media
and information to which they are exposed.
In the discussion groups some participants were aware that certain retailers (e.g. Aldi, Lidl,
Marks and Spencer and WHSmith etc.) charged customers for their plastic carrier bags.
What were the knee-jerk reactions to hearing about the charge?
Discussion group participants were asked to note down their individual initial reaction to the
following statement: A charge of 5p per single use plastic carrier bag is going to be
introduced in shops in England in October 2015, with the money going to good causes.
There is already a charge like this in Wales and one soon to be introduced in Scotland.
From this initial exercise, the overall sentiment towards the charge was positive. General
supportive statements of it being a good idea and good for charity/good cause were
mentioned. Others, however, made more specific claims including that the charge would
encourage: remembering own bags, bag re-use, purchase of bags for life and reducing the
number of bags being thrown away.
There were quite a few neutral responses which were not necessarily supportive or overtly
against the charge. These responses were either questions or statements of indifference or
acceptance of the charge without any strong sentiments. The questions which were asked
included: what good causes?, would it be supporting UK good causes?, local good
causes?, is the charge too low to work? Some participants felt that what was meant by
good cause needed to be explicit with respect to who, where, how, and by how much they
would benefit. In some instances, participants wanted to understand the connection between
the good cause and the rationale behind implementing the plastic bag charge.
Those that reacted negatively mainly voiced distrust of Government and retailers fearing that
the charge would become a money-making scheme (e.g. the charge would fund services
that should be supported by the Government). Participants compared the charge with the
Big Lottery Fund. Other concerns included affordability of the 5p charge; not being able to
re-use plastic bags as free bin liners; feeling that the price of bags is already included in the
price of the goods; charity link encouraging plastic bag use;73 and some misunderstanding of
what a national charge would entail and, therefore, participants stating that they simply
would not pay it/would not want to pay it.
73
For more discussion on this theme see Section 7.3 and 7.5.
43
Overall, there was a general sentiment that the charge was inconvenient but necessary.
The sentiment was, by and large, supported by the fact that participants acknowledged that
carrier bags were generally bad for the environment in general and that their use ought to
be reduced.
What were the general views about stores that already charge?
When asked about their views on some stores in the United Kingdom now charging for single
use plastic carrier bags, the most popular response, selected by three in five respondents
(57%) was it encourages people to use their own bags and bags for life more, followed by
two in five respondents (37%) stating it encourages people to use fewer single use plastic
carrier bags and a third (34%) stating that its a good idea generally. These potential
impacts chime with the initial reactions and attitudes voiced in the discussion groups outlined
in Section 7.1 above.
And I think subconsciously that
[forgetting own bags] is partly
because theyre free for me.
There is no incentive financially
to not behave like that, is
there?
Practical changes - promoting better use of bags for life and own bags;
Broad statements claiming the charge is either generally a good or bad idea (only 7%
stated it was a bad idea while 28% stated it was a good idea);
Environmental reasons supporting stores choosing to charge for plastic carrier bags;
Suggestions that it would/should encourage different shopping habits and behaviours
(e.g. better planning of shopping trips); and
Distrust that it would make a difference (9% selected it makes no difference) and that
stores would make money from the charge (20% selected this option).
7.2
Potential impacts on shopping behaviours
How could the charge affect shopping behaviours?
Collectively, 61% of respondents stated that their bag use behaviour would change positively
as a result of the charge. Individually, two in five respondents (40%) stated that the charge
would make them use their bags for life more often; over a third (35%) stated that they
would use their own bags more often; and a quarter (24%) stated that they would use
previously used plastic carrier bags more. See Figure 15 below.
This illustrates the potential there is for changing bag use behaviour as a result of this
charge, as these respondents, who projected they would make positive changes to their
behaviour, were also more likely to be the ones who had claimed earlier in the survey that
they used new plastic bags and did not make frequent use of bags for life for their food
shopping.74 It is worth remembering that these are projections based on what respondents
claimed the impact of the charge on their shopping habits would be.
74
These respondents are more likely to have selected I usually (but not always) take plastic carrier bags from the till to pack
my shopping and I sometimes take plastic carrier bags from the till to pack my shopping for their main and top-up shop at
Q17 and these respondents are less likely to have stated that use bags for life every time I go food shopping at Q23.
44
Figure 15 Potential impacts of charge on shopping habits (England Base: 1,538, Q36,
multiple responses up to three)*
Two in five respondents (39%) also said that it would make no difference to their behaviour.
However, respondents who selected this option were significantly more likely to have
claimed that they never take plastic carrier bags from the till and hence the charge would
have limited capacity to change their behaviour anyhow. This group were also significantly
more likely to be strongly in favour of a charge. Finally, these respondents were significantly
more likely to be over 55 years old. There were no other significantly relevant differences
with regard to socio-demographics.
Those that selected it would make no difference were then asked why this was the case
(Figure 16). Three in five respondents (62%) stated it was because they already use
alternatives to plastic carrier bags and a third (33%) stated that they did not use that many
plastic carrier bags.
Asterisks denotes that the full answer option read 'I would use my own bags (such as a rucksack, foldaway bags or trolleys)
more often' - it has been shorten to better fit in the graph.
45
Figure 16 Reasons why the charge would not make a difference to shopping habits
(England Base: 593 All those claiming that charge would not make a difference to what they
do, Q37, multiple responses)
For the sub-sample of respondents who do not think the charge will not make a difference
and who do not use alternatives, one barrier they face is accepting that they actually do use
plastic carrier bags. Of those who said I dont use many plastic carrier bags only a third
(35%) claimed to never take plastic carrier bags from the till and only two-fifths (38%)
stated that they brought their bags for life either every or most times they went food
shopping. There is a degree of denial/under-claim of plastic carrier bag use amongst this
group.
A second barrier to be overcome is the habitual convenience of taking plastic carrier bags
from the till. However, it is worth remembering that this is a minority of the total sample
(227 respondents or 15%). There is always bound to be a minority that does not believe that
the charge can affect their shopping habits. Section 7.5 explores which messages were felt
to be most motivational by discussion group participants, which may help to overcome
longstanding habits.
Women were more likely to have said they already use alternatives to plastic carrier bags;
this is especially true for women over the age of 55- this difference is statistically significant.
Those that selected this option were less likely to have said they always and usually take
plastic carrier bags at the till for the main and top-up shop therefore, there is consistency
in their claimed behaviour.
46
7.3
75
76
Question: To what extent are you in favour or against a national charge of 5p for plastic carrier bags across England?
Numbers do not add up to 100% due to rounding.
47
Figure 17 Reasons for supporting the charge (Base: 882 All those in favour of the charge,
Q39, multiple responses up to three and ranked, any mention)
The order of the three answer options for supporting the charge ranked first correlates with
the order of the first three answer options in Figure 17 showing all mentions in any ranked
position:
A third of respondents (31%) ranked Plastic carrier bags are bad for the environment
first ranking.
A fifth of respondents (18%) ranked To avoid plastic carrier bags ending up in landfill as
first ranking.
One in ten respondents (9%) ranked To prevent ham to animals form plastic carrier bag
litter as first ranking.
In the discussion groups, supporting a good cause (and in particular a local good cause)
seemed to receive more traction as a reason to support the charge than in the survey.
However, when discussing the different narratives provided to participants to consider (see
Section 3 in Annex 1), they began to question the suitability of linking a good cause to
charging for plastic bags this is discussed in Section 7.5.
What are the reasons for opposing the charge?
The most popular reasons selected for opposing the charge were linked to a broader issue of
distrust of Government and supermarkets, rather than the mechanics or rationale of the
charge. Of those in opposition:
Three in five respondents (58%) stated that it was just a way for supermarkets to make
more money;
Half of respondents (52%) stated that it was just another way for Government to make
money; and
Over two-fifths (45%) stated that they did not believe the money will end up with good
causes.
Figure 18 shows the more detailed breakdown of the answer options.
48
Figure 18 Reasons for opposing the charge (Base: 349 All those against the charge, Q40,
multiple responses up to three and ranked, any mention)
The order of the three answer options most frequently ranked first as reason for not
supporting the charge correlates with the order of the first three answer options in Figure 18
showing all mentions in any ranked position:
Over a third of respondents (35%) ranked it was just a way for supermarkets to make
more money first;
A quarter of respondents (25%) ranked it was just another way for Government to make
money first; and
One in ten (10%) ranked I do not believe the money will end up with good causes first.
As discussed in Section 5, being provided with a bag to take your goods home in was
considered an intrinsic part of the shopping experience by several discussion group
participants when it comes to non-food purchases - mainly clothes. However, in the survey
only 8% of respondents selected this option. This low response may be explained by two
factors: (1) respondents were invited to make a selection of the top three reasons and,
despite being a factor, this may not be one of the main reasons why respondents are against
the charge; and (2) at this point in the survey respondents may now be mainly thinking
about food shopping where the experience element was not cited as being relevant in the
discussion groups.
At the discussion groups, being charged for bags for
an online food shop was questioned by some
participants. They contended that they would not be
Would they add that money on
able to control how many bags were used to pack
then to your online shopping,
their shopping and for those using online ordering for
however many bags they use?
their main food shop, it was recognised that the 5p
Women, Nottingham, CIC2
per bag charge may soon add up to a substantial
amount.
7.4
Exemptions from the scope of the charge
The charge in England will focus on plastic bags, with paper bags excluded from the scope of
the charge. The Government has also chosen to exempt small and medium size retailers (i.e.
those with fewer than 250 employees) from the plastic bag charge to reduce the burden on
49
start-up and growing businesses in England at a time when the Government is supporting
new growth in the economy. As part of this exemption, very small retailers (those with fewer
than 10 employees i.e. corner shops) are also exempt.
The Government has also issued a challenge to the UK to produce a genuinely
biodegradable, more environmentally friendly plastic bag that meets defined criteria and
which can be reliably identified and separated in waste recovery and treatment operations.
No such bag currently exists, so the Government is expecting an exemption for
biodegradable bags to be put in place later than October 2015.
The charge will also not cover light weight plastic bags usually used for loose fruit and
vegetables or uncooked meat and fish. The data gathered on this potential exemption is
included for the sake of completeness.
At the time when this research was designed, the Government was considering an
exemption for plastic bags used for hot food or hot drinks. However, following feedback from
stakeholders, the Government has decided against including this exemption. The data
gathered on this potential exemption is included for the sake of completeness.
In the discussion groups, participants were asked for their levels of support or concern for
these potential exemptions. Some of the participants initially struggled with the notion of
excluding certain businesses and/or bags from a national, across- the-board charge. They
found some exemptions inconsistent with the ethos and their understanding of a national
charge.
Figure 19 represents respondents reactions to three pairs of words when associated with
each exemption. The three sets of words are: confusing or clear; surprising or expected
and unfair or fair. For each pair and for each exemption respondents had to select one
word.
Figure 19 General stance on exemptions proposed (Base: 1,538, Q41, single code)
50
Out of all the exemptions, the exclusion of paper bags from the charge seemed to make
most sense to discussion group participants. Many saw paper as an environmentally friendly,
natural material that can be recycled. Some participants saw paper as definitely
biodegradable so it made sense for it to be exempt on that perspective. A minority made the
point about paper deriving from a good natural resource (as opposed from plastic coming
from oil); while an even smaller minority made the point that paper bags should only be
exempt if produced from recycled paper or a sustainable forest. Many participants were
pragmatic and saw the necessity of certain bags, (e.g. fruit and vegetable bags) and felt that
the least bad material they could be made from was paper. This support for the exemption
of paper bags is reinforced by the survey results. Four in five respondents found the
exemption of paper bags clear (82%), expected (79%) and fair (80%). Respondents that
were strongly against the charge were more likely to find exempting paper bags confusing
and unfair.
The proposition of excluding biodegradable bags from the charge caused debate in the
discussion groups, more so than the quantitative findings would suggest. Overall, between
three-quarters and four-fifths of the survey respondents found the biodegradable bags
exemption expected (76%), clear (77%) and fair (81%). Respondents that were strongly
against the charge were more likely to find a biodegradable bag exemption confusing and
unfair. In contrast, some participants in the discussion groups were adamant that
biodegradable bags were still plastic and involved the use of resources and, therefore,
should not be exempt. Others, however, stated that if the bags biodegraded within a predefined time period then they would support their exemption.
The practical, health and safety, and hygienic reasons behind potentially excluding
lightweight plastic bags (e.g. to pick, carry and pay for loose fruit and vegetables) plastic
bags for take-away hot food or drinks were understood by participants. Approximately threefifths or more of respondents suggested that the potential exemption of these types of bags
was clear, expected and fair. However, discussion group participants were keen to see
alternatives developed and used (e.g. biodegradable bags, paper pouches with a film strip
for easy scanning/inspection at the check-out, etc.). To further substantiate this last
qualitative insight, respondents who were strongly in favour of the charge were more likely
51
to find the potential exemption of plastic bags for take-away hot food or drinks surprising
and unfair.
7.5
Communications
Woman, London, DE
52
The most receptive groups were men over 65; women over 45; and social grades AB. These
groups are also more like to be very aware of the charge coming into force in England
which may suggest that communication methods and media previously used are the most
appropriate for this group.
8.0
Concluding remarks
This research via eight discussion groups and an online survey of 1,538 respondents
addressed these research questions:
What are the (stated) attitudes and behaviours among adults in England around use and
re-use of carrier bags and Bags for Life, carrier bag litter and disposal of plastic bags?
What are the levels of awareness, understanding and expectations of biodegradable
bags?
What are peoples attitudes towards the forthcoming charge and where it may be applied?
What narratives and messages may act as effective motivators to engage the public with
the new scheme? Do these vary for particular groups of people?
77
See Section 1.4 and Annex 3 on over/under claim of behaviour, references to forgetting bags for life in Section 4.3 and to
guilt in disposing of plastic carrier bags in Section 6.2.
53
54
Instructions
5 mins
Introduction
5 mins
Purpose of section
[Icebreaker] Quick intro to each other in pairs who you are, who you live with, where you usually go food
shopping. No feedback to group because the start of Section 1 is a follow-on ice-breaker
Es
N/A
Pre-group starter - while group is assembling ask for self-completion of bag baseline questions
N/A
GIVE OUT HANDOUT A: Brief baseline of bag use, individual exercise drawing from previous surveys
Purpose:
To get participants thinking about food shopping and bags but careful not to introduce too much
priming.
To anchor own behaviour before the influence of group dynamic.
Useful back-check for moderator when completing post-group notes re. possible over-claiming of re-use.
55
25
mins
[30
mins]
To get us started Id like everyone to have a look at the bags you each brought in. Can we get them all
out on the table?
If you didnt manage to bring anything are these the kinds of bag you used for your last food shopping
trip?
Is there anything you used that isnt here?
Are these the kinds of bags you normally use to pack your food shopping in?
Do you ever use anything else? What else? When?
PROBE whether brand makes a difference as opposed to bag type and general awareness of options that exist
Establish what is used: park REASONS for later discussion. PROBE FULLY: Make sure you have a good
understanding of the range of practices (including portfolio users who use a variety of bags either in the
same trip or on different occasions).
Do you take bags at check out when you go food shopping? Why? Why not?
How often do you take bags from check out?
On what occasions would you pick up bags at check out? PROBE: Quantity of shopping? Type of item
bought?
On your most recent food shopping trip, did the check-out staff member ask if you needed bags? Start
packing for you? PROBE: Did you decline/accept? What do you tend to do?
When you unpack your food shopping at home, what do you normally do with the bags?
START WITH OPEN DISCUSSION WITHOUT REFERENCE TO BAG TYPE to elicit range of practices. IF
NECESSARY, STEER DISCUSSION TO DIFFERENT BAG TYPES IN TURN. PROBE if not mentioned:
Disposal: Do you put the bags in the rubbish bin straight away? Keep for other uses first? Bin liners
then bin?
Recycling: How do you recycle them? Where? (e.g. home recycling, front-of-store banks,
tip/recycling centre, etc.) All or some? Always or at times? How confident are you about recycling the
bags?
Kept: What kind of bags do you keep? Where are they stored (e.g. car, handbag, in the house)?
Stored in the hope of re-use? Actually re-used? How are they re-used? (e.g. to carry a packed
lunch).
56
IF HASNT ALREADY COME UP Do you ever, or have you ever considered, bringing bags from home
when you go food shopping?
PROBE:
What are these bags like? (PROBE: Bag for Life, own bag, durability other) Like the ones you brought
this evening? How long do they last?
How often do you take one with you? (PROBE: establish regular users/occasional users)
What influences whether or not you take a bag with you when you go food shopping (whether a Bag
for Life or own bag etc)? (PROBE: attitudes, competencies, trip types (e.g. planned/impromptu),
remembering).
Were going to look at pictures of a range of different options for transporting your food shopping and Id
like to get your reactions. SHOW HANDOUT B (bag-type images): ask individually about each bag type
(six options) FOCUS DISCUSSION on differences between SUCB vs BFL and any dislikes and build on
previous discussion on carrier bags the use/brought.
NON-FOOD SHOPPING:
And if we think about other types of shopping, not food - which kinds of bags/containers do you
normally use/take?
o PROBE: Clothing/ fashion shops secondary focus: DIY and hardware shops, chemists,
electrical shops, entertainment shops (e.g. selling books, DVDs, Toys, gifts, games, etc.)
How would you feel about using types of bags other than normal carrier bags/plastic bags in these
kinds of shops? REFER TO PICTURE LIST. PROBE FULLY. e.g.
o Would the brand/logo/type matter? (e.g. probe acceptability for fashion retailers in different
markets)
To explore
attitudes/competencies that
support bag reuse and
attitudes/barriers preventing it
To try to get honest answers
about bag reuse, to help with
assessment of over-claiming in
survey data as well as qual insight
directly by acting as a double
check with pre-task, individual
exercise and earlier discussion.
Specific exploration of:
Perceptions of pros and cons
of different bag types
Further check on actual re-use
behaviours
Language, hooks etc that
could be built into re-use
narratives or in relation to
charge narratives
To identify similarities or
differences in attitudes/potential
behaviour from food shopping
context above.
To reveal awareness and strength
of views on plastic bag litter, and
set context for later discussions
related to litter.
57
o
o
o
Would you be happy to take another branded bag (e.g. supermarket bag) to these kinds of
store?
Would you be happy taking your own bag to these shops? PROBE: feelings
Impact of if there was a stores own branded Bag for Life (in context of previous discussion)
25
mins
[55
mins]
Id like us to consider an alternative to the kind of carrier bags/plastic bags we have now. Researchers are
working on ways to make plastic bags that are (more) bio-degradable.
Have you heard of the term bio-degradable?
What do you understand by the term bio-degradable
(PROBE for confusion with other terms (e.g. compostable, degradable, oxo-degradable, oxo-
biodegradable, fragments) Have you heard of these terms? Do you understand them to be the
same/different?
If you saw that a bag was labelled as biodegradable how much time do you think it should take to break
down completely (until it was no longer visible)? Dont say it out loud: write your first reaction on the post-it
note in front of you and well discuss shortly.
POST-ITS: shout out times, establish range (note-taker to note any links with expressed bag
attitudes/behaviour)
What makes you think that? (e.g. is it a guess or founded on something else?)
58
35
mins
[90
mins]
understanding, potential
confusion (e.g. to address in
comms), and relationship with
litter attitudes.
To explore how bio-degradability
needs to be communicated, and
issues of recognition and trust.
Importantly, this sub-section
establishes the context and
provides grounding for the
discussion of bio-degradable bags
as a possible exemption from the
charge in section 3.
To reveal expectations, and
potential change in practices and
flag possible contamination or
capture risks for recycling. Probe
fully in locations where food
waste is collected.
59
charging proposition.
COLLECT REACTION SHEETS, ROUGH SORT, MODERATOR FEEDBACK TO GROUP TO KICK-OFF DISCUSSION
IF
Consensus
Confusion or questions they have about how it would work
Personal versus generalised focus for individual views (e.g. good for me/good for the environment)
NOT MENTIONED, PROBE:
Did you already know about the charge? How?
What do you think the benefits of a 5p charge would be?
And what would be the drawbacks?
If you had to communicate the charge to the general public how would you do it?
Who should the communication come from? Who would they trust? E.g. local authority, retailers,
Government from the top, scientists, environmental/wildlife charities, good causes set to benefit from
charge, etc.
NARATIVES: BREAK OUT EXERCISE (2 groups, split according to attitudes based on screener data, each
I am more willing to pay a 5 pence charge for a single-use plastic carrier bag if the money goes to a
good cause
I am in favour of charging 5 pence for each single-use plastic carrier bag because this will avoid
needless waste
5 pence is not enough to change peoples behaviour and encourage them to use fewer single use
plastic carrier bags
60
A 5 pence charge on single use plastic carrier bags is not fair it is just another expense for shoppers
It is not reasonable to expect shoppers to carry bags with them all of the time so they can re-use them
Wed like you to consider some statements that other people have made about the charge and get your
reactions to them (you may have mentioned some of them already). Please discuss your thoughts in
your group and write any comments you want to make on each statement sheet, then well come back
together to discuss them. You can use the sheet to write down anything else your group thinks would be
useful information to communicate to the public.
PLENARY DISCUSSON, TAKING NARRATIVES IN TURN. PROBE FOR:
Do you believe the statement? How does make you feel?
Is it clear? Confusing?
How would you improve the statement? Change it? Make is more persuasive?
What do you think of the language used? Tone?
Positives probe: amount of natural resources used up, pollution of sea and damage on wildlife and
reducing landfill
Negative probe: just another government tax and money goes straight to supermarkets/retailers
BEHAVIOUR IMPACT
Going back again to thinking about what you do personally:
What, if any, difference would a 5p charge make to which types of bag you choose to use when you
go food shopping? Why?
o No change
o Use fewer single-use carrier bag
o Switching behaviours, especially to Bag for Life or own bags
And what effect would it have on the bags you use in other kinds of shops you visit?
Close-out
To get individual sense of
whether views have changed and
key touch points
It is possible that some types of bag will be exempted/excluded from the charge, specifically paper,
biodegradable and small lightweight plastic bags (like fruit and vegetable bags), and bags coming from
small retailers.
Bearing in mind what we talked about earlier, if this were the case, would your views be any
different:
o About whether you think the charge is a good idea or not? Are these exemptions right/fair?
61
Would you want to know WHY these exemptions have been made?
o
About whether you would change the kinds of bag you use/where you shop?
[PROBE choice trade-offs with bags for life, other kinds of bag]
Taking into account everything youve heard tonight about the 5p charge for single use carrier bags, on
balance:
Did your views change at all during the discussion? How? Why?
Are you in favour of or against a charge?
62
1.
%
6
8
9
8
7
10
6
8
10
9
8
11
Count
89
118
144
130
113
161
95
128
149
132
118
162
63
SINGLE CODE
Age band
to 24
to 34
to 44
to 54
to 64
plus
%
12
16
19
17
15
21
Count
185
246
292
261
231
323
%
51
49
Count
784
754
SINGLE CODE
Gender
one option
Base: 1,538 (all respondents)
%
24
76
Yes
No
Count
372
1,166
SINGLE CODE
*4. Social grade
%
7
21
30
22
8
12
Count
112
319
461
338
124
184
64
Count
831
113
128
5
23
27
58
13
339
SINGLE CODE
*6. How would you describe where you live? Please select one option
%
35
45
20
Count
535
691
312
%
5
14
10
9
11
10
15
16
10
Count
77
215
154
138
169
154
231
246
154
SINGLE CODE
*7. In which region do you live? Please select one option
space between the first group and the second group, e.g. AB1 2CD.
Base: 1,538 (all respondents)
Provided
Would prefer not to say
%
98
2
Count
1,504
34
25
5
2
Count
1,04
6
382
84
25
65
option
Base: 1,513 (all those who do some food shopping)
top-up shop we mean shopping for a small number of items to supplement your food at
home
I mostly buy food in smaller topup shopping trips - By top-up shop we mean
shopping for a small number of items to supplement your food at home
%
27
64
Count
409
969
135
one option
Base: 1,513 (all those who do some food shopping)
%
4
9
45
36
4
1
0
Count
55
133
684
550
66
19
6
that apply
Main shop
Top-up shop
%
89
9
Count
1,219
121
%
47
63
Count
521
699
3
16
2
46
226
23
36
5
2
398
54
18
1
0
8
2
2
1
25
9
66
%
61
47
39
31
25
19
19
18
15
15
4
2
1
1
3
Tesco
Sainsburys
Asda
Morrisons
Aldi
Lidl
The Coop
Iceland
Marks & Spencer
Waitrose
Farm Foods
Budgens
Londis
Somerfield
Other, please specify
Count
930
704
590
466
379
292
291
275
232
222
66
25
16
13
45
Main shop
Top-up shop
%
74
Count
1,015
%
52
Count
579
1
6
11
8
0
0
15
76
154
106
5
6
0
9
1
36
1
1
5
96
9
392
13
9
option
Base: 1,513 (all those who do some food shopping)
No I never have this
Yes I rarely have this
Yes I sometimes have this
Yes I very often have this
Yes I always have this
Cant remember
%
70
12
9
4
4
2
Count
1,062
183
130
53
59
25
67
select one option for each of main shop and top-up shop
Main shop
Top-up shop
%
28
Count
388
%
20
Count
219
14
193
20
216
15
205
19
213
24
327
27
295
19
265
15
161
68
Please have a read of the following definitions you will need to have read them in order to
be able to answer the next set of questions.
Plastic carrier bags: Bags provided at the till of shops for free. They are made wholly
or mainly of plastic film and are not specifically made to be used lots of times.
Budget bag for life: Reusable shopping bags bought by shoppers from supermarkets.
They are also made of plastic but are thicker and stronger than plastic carrier bags. These
bags tend to cost between 5p and 12p.
Bags for life: Reusable shopping bags bought by shoppers from supermarkets. They
come in a range of colours and designs and are often made from fabric such as canvas,
woven synthetic fibres, or a thick plastic that is more durable than disposable plastic
carrier bags, so they can be used lots of times.
Your own (permanent) bags or containers: Bags or containers owned by shoppers
which are designed to be used lots of times and include items such as handbags, cloth
bags, rucksacks, foldable bags, crates, shopping trolleys etc.
69
option
All
More
Half
Less than
None
than half
half
% Count % Count % Count % Count % Count
Cannot
remember
% Count
18
271
91
69
14
216
53
801
65
17
251
10
97
12
180
50
754
81
126
15
1
58
79
11
169
66
996
85
53
43
56
12
176
73
1,105
80
23
14
25
90
84
1,271
89
22
32
19
69
85
1,280
90
14
72
86
1,306
115
37
90
1,369
94
25
91
1,378
98
89
86
1,307
100
28
92
1,390
94
70
Count
595
153
220
192
84
200
94
71
SINGLE CODE
*23. Thinking specifically about the bags for life that you own / have in your house, how often
do you use them for food shopping? Please select one option
Base: 1,338 (respondents who have bag(s) for life)
%
Count
Never
4
54
Rarely
16
216
Less than half the times I go food shopping
12
167
About half the times I go food shopping
12
160
Most of the times I go food shopping
32
431
Every time I go food shopping
23
310
FOLLOWING QUESTION DRAWS FROM EXODUS SURVEY (Q4.9)
MULTICODE. RANDOMISE CODE ORDER
24. Please select from the list below any way that you have disposed of a bag for life in the
last 12 months Please select all that apply
Base: 1,338 (respondents who have bag(s) for life)
%
Count
I havent disposed of a bag for life in the last 12 months
51
687
I handed it back and got a replacement free of charge in store
20
270
I used it as a bin liner
12
161
I put it in the recycling at home
10
131
I recycled it somewhere else e.g. recycling bin at supermarket
7
98
I put it in the general rubbish/ black bag waste at home
7
97
Other, please specify
1
18
FOLLOWING QUESTION DRAWS FROM EXODUS SURVEY (Q4.10)
SINGLE CODE
25. Thinking about the last bag for life you disposed of, approximately how many times had it
been used (for any purpose) before being disposed of? Please select one option
Base: 1,338 (respondents who have bag(s) for life)
%
Count
Once (when it was bought)
2
31
2 to 3 times
5
69
4 to 5 times
4
58
6 to 10 times
5
72
11 to 15 times
4
60
More than 15 times
32
425
Not sure
13
176
N/A I have never disposed of a bag for life
33
446
SINGLE CODE
26. Which of the following statements would you agree with most regarding plastic carrier
bag litter? Please select one option
Base: 1,538 (all respondents)
%
Count
It has increased a great deal in the last few years
14
221
It has increased a fair amount in the last few years
19
291
It has stayed about the same in the last few years
23
347
It has decreased a little in the last few years
20
308
It has decreased a lot in the last few years
6
89
I dont know
18
282
72
Base: 1,538
(all respondents)
A normal shopping bag
Not for people like me
Environmentally friendly
Harmful to the environment
Usually biodegradable
Usually recyclable
Reusable
Fashionable
Image 1
%
Count
29
8
42
13
19
41
84
11
445
123
654
200
297
633
1,286
173
Image 2
%
Count
36
22
4
72
15
26
39
2
557
340
62
1,111
223
393
604
23
Image 3
%
Count
36
15
63
2
29
28
76
28
551
232
966
38
442
434
1,164
431
Image 4
%
Count
38
16
51
4
15
22
75
29
586
249
787
56
237
337
1,155
452
Biodegradable bags
OPEN
28. What is a biodegradable bag? Please type your understanding of what this in the box below.
73
SINGLE CODE
32. Which of the following do you think is the best approach for indicating that a carrier bag is
biodegradable? Please select one option
Base: 1,538 (all respondents)
% Count
A logo / label printed on the bag
57
880
A particular colour of bag
19
288
Written information on the bag
17
256
An accreditation from a recognised/trusted agency
7
108
Other, please specify
0
5
74
option
Very often
Fairly often
Occasionally
Seen but
dont refer to
it
Count % Count
278
11
169
%
6
Count
97
%
9
Count
144
%
18
37
75
10
148
25
59
125
Have not
seen
%
55
Count
851
101
77
1,17
7
82
81
1,24
8
Label 1
Label 2
Label 3
Views on charging
SINGLE CODE EACH
* (option 4) 34. To what extent are you aware of the following facts? Please select one option per
fact
Very aware
Slightly
aware
% Count
26
396
Not at all
aware
% Count
30
469
%
44
Count
673
41
47
623
715
34
31
524
470
25
23
391
353
30
455
33
512
37
571
75
76
SINGLE CODE
*38. To what extent are you in favour or against a national charge of 5p for plastic carrier
bags across England? Please select one option
Base: 1,538 (all respondents)
%
Count
Strongly in favour
32
494
Slightly in favour
25
389
Not sure
16
252
Slightly against
10
159
Strongly against
12
190
I do not have an opinion
4
54
MULTICODE UP TO AND RANK SELECTED THREE. RANDOMISE CODER ORDER
39. What are your main reasons for supporting a charge on plastic carrier bags? Please select up
to three options and then rank your answers in order of importance. RANDOMISE LIST ORDER
1st
2nd
3rd
Not chosen
Base: 882 (respondents strongly or slightly in favour % Count % Count % Count % Count
31
18
9
276
159
83
20
19
12
172
169
102
13
17
11
115
147
100
36
46
68
319
407
598
9
8
6
79
72
54
11
8
5
101
68
48
12
9
6
101
77
56
68
75
82
600
664
724
51
64
82
78
685
45
67
12
108
75
662
36
44
49
85
753
26
45
47
87
764
77
35
123
16
55
24
42
148
25
10
89
33
21
17
73
61
6
18
21
64
48
55
167
192
22
27
11
38
75
262
6
5
20
19
9
13
32
46
7
23
24
80
78
58
273
204
5
2
17
7
5
3
19
12
6
3
21
12
84
91
292
318
2
1
0
0
2
6
4
1
0
8
1
1
1
2
1
5
2
3
6
2
1
6
2
5
2
5
21
6
16
6
95
92
97
94
95
333
322
340
327
333
select the word that best applies to you for each exemption below.
Base: 1,538 (all respondents)
Smaller and medium retailers
Very small retailers e.g. corner shops
Plastic bags for hot food or hot drinks taken away
from the shop where they are sold
Light weight plastic bags e.g. small transparent bags
used for loose fruit and vegetables
Bags labelled as biodegradable
Paper bags
Confusing
%
59
43
40
Confusing
Count
914
667
620
Clear
%
41
57
60
Clear
Count
624
871
918
32
486
68
1,052
23
18
359
274
77
82
1,179
1,264
41b. When a 5p charge for plastic carrier bags comes into effect in England, there will be
some types of bag and some types of shop where the charge might not apply (i.e. they will be
exempt from the charge). Some of the exemptions being considered are listed below. Please
select the word that best applies to you for each exemption below.
Base: 1,538 (all respondents)
Smaller and medium retailers
Very small retailers e.g. corner shops
Plastic bags for hot food or hot drinks taken away
from the shop where they are sold
Light weight plastic bags e.g. small transparent bags
used for loose fruit and vegetables
Bags labelled as biodegradable
Paper bags
Surprising
%
Surprising
Count
Expected
%
Expected
Count
61
44
43
937
682
659
39
56
57
601
856
879
32
495
68
1,043
24
21
374
325
76
79
1,164
1,213
78
41c. When a 5p charge for plastic carrier bags comes into effect in England, there will be
some types of bag and some types of shop where the charge might not apply (i.e. they will be
exempt from the charge). Some of the exemptions being considered are listed below. Please
select the word that best applies to you for each exemption below.
Base: 1,538 (all respondents)
Smaller and medium retailers
Very small retailers e.g. corner shops
Plastic bags for hot food or hot drinks taken away from
the shop where they are sold
Light weight plastic bags e.g. small transparent bags
used for loose fruit and vegetables
Paper bags
Bags labelled as biodegradable
Unfair
%
49
37
36
Unfair
Count
761
572
554
Fair
%
51
63
64
Fair
Count
777
966
984
28
432
72
1,106
20
19
308
288
80
81
1,230
1,250
79
Social desirability bias tends to be an issue for most modes of survey research but is normally more present in face-to-face
and telephone surveys as the research context is more social and specific subject areas that have a social etiquette or
implication plastic carrier bag use is one of these subject areas.
79
The Exodus work used computer aided telephone interviewing (CATI) with a sample of 984 for Wales and 1,014 for Scotland.
This survey for England was conducted with computer assisted web interviewing (CAWI) with a sample of 1,538. All samples
have been weighted to the relevant nation and are comparable in this regard.
80
For further discussion on mode effects on data comparison see Duffy et al (2005). Comparing data from online and face-toface surveys, International Journal of Market Research, Vol. 47, Issue 6: 615-639.
80
For single use carrier bags (SUCBs), data collected for Scotland and Wales via the Exodus
survey (both by telephone interview and observational) has been compared with our own
online questionnaire data for England. This is shown in Figure A below.
Figure A Assessment of under-claim of new plastic carrier bags81*
The first point to note is that the online questionnaire data for England most closely
resembles that of Scotlands telephone interview data, which is likely to be related to the
absence of a charge in these nations at the time of the research.
Comparing observed and reported behaviour for both Scotland and Wales, shows a tendency
to under-claim the use of SUCBs. In both Scotland and Wales the observational data
indicates greater use of new SUCBs than is claimed in the telephone interviews. However, for
Scotland the difference between observed and claimed behaviour is considerably more
marked.
For Scotland, on the last shopping trip, only 18% claimed to use new SUCBs for all of their
shopping, while observational data found that the re-use of new SUCB is closer to 47%.82
The hypothesis that there is under-claim for SUCB use is strongly supported by this data.
81
For the detail of the questions in the England survey see Annex 2, for the detail of the Exodus research for Wales and
Scotland see Exodus Market Research for Welsh Government and Zero Waste Scotland (2013). Consumer behavioural study on
the use and re-use of carrier bags 2012. Top-up shopping was described as shopping for a small number of items to
supplement food at home.
http://www.zerowastescotland.org.uk/sites/files/wrap/Carrier%20bag%20behavioural%20report_SCOTLAND_FINAL%20V5%20
18%207%2013%20v3.pdf
*
Asterisk * on the stacked bars denotes percentage split of respondents who selected different frequencies or proportions as
noted in the descriptions underneath the bars.
82
The consumers who were interviewed on the telephone were not the same people observed in store. However, as the
telephone interviews achieved a nationally representative sample and every effort was made to ensure the observational
research covered a range of store types, a comparison between the two data sets is considered valid.
81
In Wales, by contrast, only 7% claimed to have used new SUCBs for all of their last shop
compared to 12% observed. It is clear that under-claim of SUCB use was far less evident in
Wales.
For England, we do not currently have access to observational data. It is likely that the
figures for over-claim in England will match Scotland more closely than Wales, because the
carrier bag charge was in force in Wales but not in Scotland when the data was gathered.
There was a relatively high claim in England of frequent use of new SUCBs when food
shopping, with 28% responding always, increasing to 42% for always and usually. The
most direct comparison for this data is for claimed behaviour on the latest trip, where the
figure for England is 18% claiming they, in their last shop, put all their purchases in new
SUCBs, the same as for Scotland.
In summary, under-claim for SUCBs use in Wales was modest with a 5% point difference
between observed and claimed. In Scotland, according to the same measure, the range
was of 29% point difference between observed and claimed representing a considerable
level of under-claim.
An expected under-claim in England is likely to most closely match that of Scotland due to
the absence of a charge and with the matching baseline claims of 18% for sole use of
SUCB for the latest shop providing further support for this.
Over-claim of use of bags for life or other own bags
This section investigates the hypothesis that there is tendency towards over-claim for the
use of bags for life (BfL), and that fewer BfL are used in practice than is claimed. In line with
SUCB behaviours, it is felt to be likely that people over-claim behaviour considered being
more socially desirable.
As with SUCB investigations, it is relevant that at the time of the Exodus telephone
interviews and observation data collection, Wales had already brought in carrier bag
charging, whereas Scotland had not. Again, we would therefore expect the data for England
to be more similar to the Scottish data. Data for Scotland and Wales via the Exodus survey
have been presented with the 2014 online questionnaire data for England and results
presented individually for each nation.
In Wales, as Figure B shows, 79% of respondents claimed to use a re-used a BfL on their
last trip. Further to this, 75% of respondents claimed to use re-used BfLs for all of their
shopping on the last trip. Observational data, however, indicated that this figure was 51%.
On the other hand, 2% claimed to buy a new BFL on their last shopping trip and 2% claimed
to use new BfLs for all of their shopping on the last trip, but observations indicated that 11%
bought a BFL from the till. Overall, observational data also suggested that 43% of all bags
used are re-used BFLs. Ninety-three percent of respondents claimed to own one or more
BFLs.
These results suggest that respondents in Wales overstated their use of re-used BFL, as well
as understating their purchase of new ones.
82
Figure B Claimed and observed bag for life (BFL) use and purchase for food shopping in
Wales (Telephone interview (CATI), (2012, Base: 1,012) and observational data (OBS)
(December 2012-January 2013, n=4,884) via Exodus research)*
In Scotland 65% claimed to use a re-used a BfL on their last trip and 58% claimed to use reused BfLs for all of their shopping on their last trip, compared with 28% from the
observational research (Figure C). This indicates a higher level of over-claim than for Wales,
consistent with the SUCB charge being in place in Wales but not Scotland at the time of the
studies.
Three percent claimed to use a new BfL on their last shopping trip while 2% claimed to use
new BfLs for all of their purchases made on their last shopping trip. Observations indicated
that 3% had bought a new BfL on their last shopping trip. Overall, the observational
research recorded that 16% of all bags used in Scotland were re-used BFLs. The majority of
respondents (86%) claimed to own at least one BFL.
The results indicate considerable over-claim in Scotland for use of re-used BfLs, to a far
greater extent than Wales. Claimed levels for new BfL purchase at the till were consistent
with observed levels.
Asterisk * on the stacked bars denotes percentage split of respondents who selected different frequencies or proportions as
noted in the descriptions underneath the bars.
83
Figure C Claimed and observed bag for life (BFL) use and purchase for food shopping in
Scotland (Telephone interview (CATI), (2012, n=1,005) and observational data (OBS)
(December 2012-January 2013, n=4,645) via Exodus research)*
In England, 23% claimed to use BfL every time, with an additional 32% claiming to use
them most of the time, yielding a total of 55% (Figure D). This can be compared with 33%
who claimed to use re-used BFL on their last food shopping trip for half or more of their
items; note that for this question (Q20) 50% claimed to use no BFL from home. These
claimed levels are lower than claimed behaviour for both Wales and Scotland. Since none of
the respondents in England claimed to purchase new BfL on the last shopping trip for half or
more of the shopping (compared to 2% for Wales and Scotland),these figures do not appear
on the chart.
Respondents were asked how many BfLs they own: 80% claimed to own one or more.
Although it is not possible to determine the level of over-claim for England without
observational data, respondents claimed to use fewer re-used BfL than in both Wales and
Scotland, which could suggest a lower level of over-claim of BfL use is present in England
than in Wales or Scotland.
Asterisk * on the stacked bars denotes percentage split of respondents who selected different frequencies or proportions as
noted in the descriptions underneath the bars.
84
Figure D Claimed bag for life (BFL) use and ownership in England (Online questionnaire
(CAWI), 2014. Q19 & Q20, Base: 1,513 (all those who claimed to do some shopping in their
household); Q22, Base: 1,538; Q23, base: 1,338 (all respondents who claim to have bag(s)
for life))
It is worth also noting that in the focus groups carried out as part of this research study in
England, as the discussion progressed with probing by the facilitator and exercises, it
became clear that participants had initially over-claimed their use of their own bags/bags for
life for food shopping.
The main conclusions to be drawn from the results concerning over/under-claim are that:
Over-claim for use of re-used BFLs was recorded at 28% points in Wales and 37% points
in Scotland. Claimed use of re-used BfLs was lower in England than both Wales and
Scotland.
As with SUCB use, it is assumed that levels of over-claim in England would most closely
resemble those in Scotland (rather than Wales) representing a less marked, pre-carrier
bag charge scenario. The level of over-claim, however, is likely to be lower in England
than in Scotland due to claimed use of re-used bags for life being lower in England than in
Scotland (and in Wales). To some extent the patterns revealed are supported by the
findings for claimed ownership of bags for life which were 93%, 86% and 80% for Wales,
Scotland and England respectively.83
83
It is nonetheless worth remembering the difference in mode - the England survey was conducted online and the Exodus
research in Scotland and Wales was conducted via telephone. The mode effect could explain the lower level of over-claim given
social desirability bias may have less of an impact on responses gathered via online surveys compared to those gathered via
telephone interviews.
85
Date
Time
SEG
6pm to 7.30pm
South West
C1C2
Wed 19 Feb
8pm to 9.30pm
South West
AB
6pm to 7.30pm
London
C1C2
8pm to 9.30pm
London
DE
th
6pm to 7.30pm
Midlands
C1C2
th
Tue 25 Feb
Tue 25 Feb
8pm to 9.30pm
Midlands
DE
6pm to 7.30pm
North
C1C2
8pm to 9.30pm
North
AB
th
Wed 26 Feb
At least one location to have kerbside collection of carrier bags local authorities that are an
option are:
Stockton-on-Tees Borough Council
Blackburn with Darwen Borough
Council
Leicester City Council
Melton Borough Council
Charnwood Borough Council
South Holland District Council
Stafford Borough Council
Cannock Chase District Council
South Cambridgeshire District Council
Southend-on-Sea Borough Council
Uttlesford District Council
Epping Forest District Council
Colchester Borough Council
Braintree District Council
Basildon District Council
Three Rivers District Council
86
Other quotas
Minimum quotas per group
Quota categories
Age
18-34 min 3
35-54 min 3
55+ - min 3
Gender
Female - min 4
Male min 4
Young males
Parents
Super-committed min 3
Committed min 3
Non-committed 3
87
3
2
2
2
giving
giving
giving
giving
answer
answer
answer
answer
(a) or (b)
(c)
(d)
(e)
Recruiter to explain to potential participant that if they dont understand the question as
above option (a) means I never take bags at the checkout (b) I occasionally take bags from
the checkout (c) I sometimes take bags from the checkout (d) I mostly take bags from the
checkout (e) I always take bags from the checkout
88
None
1
2
3+
Which of the following statements best describes how much your household composts at
home? [single response]
We compost everything that can be home composted
We compost a lot but not everything that can be home composted
We compost only a small part of what can be composted
We do not make compost at home
How often do you go shopping for non-food items (e.g. clothes, household, electrical)?
[single response]
Daily
2-3 times per week
Weekly
2-3 times per month
Monthly
Every couple of months
Less often
Never
89
90
Gender
Region
Demographic
groups
Proportion in
population
Proposed quota
levels
Based on 1,500
Achieved quota
levels
Based on 1,538
18-24
12%
180
179
25-34
16%
240
241
35-44
19%
285
283
45-54
17%
255
264
55-64
15%
225
227
65+
21%
315
344
Male
49%
735
763
Female
51%
765
775
North East
5%
75
76
North West
14%
210
208
10%
150
158
East Midlands
9%
135
144
West Midlands
11%
165
171
East of England
10%
150
160
London
15%
225
213
South East
16%
240
251
South West
10%
150
157
AB
28%
420
435
C1
30%
450
464
C2
22%
330
324
DE
20%
300
315
SEG
Men, 18-24
88
87
Men, 25-34
118
117
Men, 35-44
140
140
Men, 45-54
125
133
Men, 55-64
110
112
Men, 65+
154
174
Women, 18-24
92
92
Women, 25-34
122
124
Women, 35-44
145
143
Women, 45-54
130
131
Women, 55-64
115
115
Women, 65+
161
170
91
92
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