Introduction
It’s unlikely that you would get this message on your phone, but it is with this message, that sounds more like something a superhero would get, that many Non-Governmental Organizations (NGO), governments and companies invite common citizens, in various parts of the world, to change their habits and attitudes in favour of the environment.
In Brazil there is a very strong campaign to convince Brazilian consumers to stop using plastic bags, which are so bad for the environment, and start using reusable bags. The results are lacking due to various factors, including inadequate communication and the difficulties in using some of the reusable bags.
Communication
The Dutch expert in environmental communication, Frits Hesselink, who advices governments and NGOs in many countries, said in a recent interview, published in the Spanish press, that it is rare for people to change their lifestyle because of the environment. “It is necessary, for example, to convince people that by adhering to ecological attitudes they will save money. If you want to attract people don’t talk about sustainable development.”
Global environmental communication should follow the same assumptions that global user experience studies follow. In other words: what worked in India may not work in the UK, it might need to be done differently in Brazil and it might be a complete disaster in Japan.
In some European countries plastic bags no longer exist. People are used to taking their reusable bags shopping with them. They buy less at a time and they go to (super)markets more often. People realize that by doing this they can save a few pennies, as supermarkets have started charging for plastic bags.
However, with plastic bags vs. reusable bags what worked in Europe can’t simply be taken to Brazil. It is necessary to consider and respect local habits.
User experience with reusable bags in Brazil
Our team decided to investigate a little bit more about this subject to better understand the reasons why consumers are attached to plastic bags and uninterested in reusable bags. Some researchers went out to supermarkets to talk to consumers, while others prepared a usability test on reusable bags available for sale in small and large supermarkets in São Paulo. The aim of the tests was to verify how easy to use, practical and comfortable the reusable bags are.
During the visits to the supermarkets we observed that many consumers still maintain an old habit, acquired during times of super inflation, of going on a large, monthly, shopping trip. During the 80s, when Brazilians had to live with inflation rates of up to 80% per month, everyone stocked food, drinks and hygiene and cleaning products. On pay day people would rush to the supermarkets and fill their trolleys. It was a way of protecting oneself from the unbelievable inflation rates. Today, after almost 20 years of stable prices, Brazilian consumers in larger cities still go once every two weeks to the supermarket and make a large purchase.
This old habit is one of the reasons that makes it difficult for people to start using reusable bags. As people fill their trolleys, they need, “at least 7 or 8 large reusable bags to fit everything into.”
Another factor that contributes to the non-use of reusable bags is the location they are sold in the supermarkets. There is not enough emphasis given to the bags, as they are placed in the middle of banners and displays. Various consumers said that they were not aware whether or not there were reusable bags for sale in the supermarkets.
In the eyes of many consumers the plastic bags are free. Yet, the reusable bags are sold at a price considered expensive by most consumers. In one of the supermarkets we visited the reusable bags were sold at a price equivalent to 2 Euros. However, at the same supermarket chain in Spain, the same bags were sold for only 0.50 Euros.
In addition to these factors, many consumers reuse the plastic bags as bin liners and they realize that if they replaced plastic bags for reusable bags they would have to spend more money buying bin liners.
What is really missing from the current campaign, is spelling out to people that they will save some money by using reusable bags.
Usability problems with the reusable bags
We invited 10 consumers to pack and carry a set of 16 products, including fruit and vegetables, canned food, drinks and hygiene and cleaning products. We used a purchase that the average consumer would make every 15 days.
All of the participants packed the heavier, sturdier, products first, such as, the drinks bottle, the packet of rice and the packet of beans. The loaf of bread and the lettuce were almost always left until last. Most participants were also worried about separating the food products from the cleaning products.
The reusable bags made from thin materials did not stay up on their own. This made it harder to arrange products inside the bags, as consumers had to hold the bag open leaving only one hand free to handle products.
Some bags were considered too small- “impossible to arrange the products in here”. Others, even though they were of a good size, had handles which were too thin and hurt the consumers’ hands when they were carried.
The length of the handles was another problem for consumers. Most consumers preferred to carry the bags in their hands, with the bags that had long handles this meant they were almost touching the floor, making the bag inconvenient and uncomfortable to carry.
To make reusable bags that are easier to use, more practical and more comfortable
After observing consumers using the different reusable bags it was possible to identify characteristics that a reusable bag should have in order to meet the needs of, and please, Brazilian consumers:
Size- The reusable bag should be of a size large enough to accommodate various products without squashing them. However, the bag should not be too big, to avoid it being filled excessively making it heavy to carry. The ideal size for a reusable bag is 35 x 40 x 20 cm.
Shape- The reusable bag should be in the shape of a box (with a base). Bags in a box shape allow consumers to see the products inside the bag, making it easier and faster to organize and separate products.
Material- Reusable bags made from more rigid materials stay up on their own making it easier to pack the products. The bags made from thick, washable, materials were the ones that pleased participants the most. “It is important to be able to wash the bags so they don’t accumulate bacteria.”
Strength- Consumers rejected the reusable bags that did not give the impression of being strong and durable. The reusable bag should be able to hold more than 25 kg. Most consumers will not carry this much in the bag, but it is important that consumers feel as though the reusable bag can carry the weight of the products and there is no danger of it bursting. The handles should be wide and thick, to help balance the weight in the carrier’s hands or on their shoulder, without hurting them.
Design- The same reusable bag should be available in more than one design to please both those who like colourful things as well as those who prefer more discrete things. The supermarket logo should be placed in a discrete location, so that consumers are encouraged to use the bag in different places. Some participants said that they would use those bags which they considered attractive for other purposes (such as going to the beach). Many participants approved of the use of ecological messages and rejected supermarket “advertisements”.
Conclusion
The aim of our study was to contribute information to those who make reusable bags, supermarkets who sell reusable bags and NGOs who fight for an end to the use of plastic bags, in a way that they could all use to improve their actions and encourage a change in the behaviour of Brazilians.
The more pleasant, comfortable and easier it is to use reusable bags, the more they will be used, and the bigger the return will be for companies and for the environment.
A final, but no less important, point is that the cost for consumers needs to be much less.
This study was presented in a free webinar (only available in Portuguese).
Research conducted by:
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Alessandra Millar
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José Gil
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Mercedes Sanchez
If you would like more information about this free study, please contact me:
mercedesmercedes
mercedessanchez [dot] com [dot] brmercedessanchez [dot] com [dot] br (mercedesmercedessanchez [dot] com [dot] br )
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