Understanding plastic-free grocery shopping
Background
We wanted to understand the experiences of consumers trying to reduce the amount of plastic in their grocery shop. New Zealand policymakers have already made steps to reduce plastic waste in the supermarket context by banning plastic supermarket bags, fruit stickers, and produce bags. While some plastics are recyclable, recycling capability varies between regions, and many plastics still found in grocery stores are not recyclable—such as those found in cosmetic containers, cling wrap, and packaging. Due to the cost to the environment, wildlife, and human health, consumers are changing their shopping habits to avoid plastic entirely.
Approach
We adopted a qualitative approach to gain detailed insights into the motivations and experiences of consumers trying to cut out plastic. Our participants were aged 20 to 79 and were all actively trying to minimise plastic in their grocery shopping. A total of 18 participants participated in 35 to 75-minute in-depth interviews where we discussed their feelings, motivations, and experiences in trying to reduce plastic in their grocery shopping. After transcribing the interviews, we used thematic analysis to identify the main themes discussed by participants.
Outcomes
Out of this research, we identified four mechanisms that are important in facilitating plastic-free food shopping. These include destabilisation, envisioning, emotional connection, and adaptation:
Consumers’ concern regarding the environmental impact of plastic destabilises conventional grocery shopping. Where plastic is deeply ingrained in food provisioning for several reasons, such as food safety and convenience, consumers who are concerned about plastic make great efforts to move away from conventional shopping behaviour and have to adopt entirely new ways of shopping.
Consumers are motivated to engage in shopping behaviours that envision their environmental values. Consumers who already engage in other environmentally friendly behaviours, such as using toxic-free cleaning products and recycling, are more likely to show interest in plastic-free food shopping.
Consumers experience an emotional connection with other customers who share their values. For example, consumers visiting their local farmer’s market or zero-waste store build connections with other shoppers which not only reinforces their behaviour but encourages others to shop plastic-free and facilitates knowledge and skill sharing.
Consumers need to make adaptations to their shopping behaviour as they become more accustomed to plastic-free grocery shopping. Consumers need to acquire new skills, knowledge, and tools to be successful in their shopping goals. For example, learning which retailers have more plastic-free options, how to use refillable containers in-store, or how to make or grow food themselves.
Recommendations
We identified four key recommendations for stakeholders such as manufacturers, retailers, policymakers, and social marketers wanting to facilitate plastic reduction in grocery shopping:
Increase the availability of plastic-free grocery items and make it easier for consumers to shop packaging-free. This can include policy interventions, investing in plastic alternatives, collaborating with supply chain partners, making changes to product portfolios, and revising in-store policies and procedures.
Raising public awareness of the environmental harm caused by plastic and offering practical solutions that consumers can implement such as which plastics to avoid, how to recycle properly, and which products can easily be purchased without plastic packaging.
Provide information and resources to provide consumers with the knowledge and skills required for plastic-free grocery shopping. This can include instructional videos or infographics in-store or online, community workshops, or online platforms where consumers can share their experiences and offer advice to one another.
Model plastic-free shopping behaviour to exemplify how consumers can shop plastic-free. This can include utilising social media influencers, showcasing user-generated content, in-store demonstrations, and informative advertising.
Want to learn more about this study? You can access our published paper in the Journal of Environmental Management or contact me to chat about how you can utilise these insights in your marketing strategy or intervention.
