Browsing by Subject "ostoskassi"

Plastic is a challenging product from the environmental point of view. It is cheap and versatile, but most of the plastic produced in the world ends up to litter the wildlife and the oceans at the end of its lifecycle. According to the EU Packaging Directive, Finland is committed to use the so called soft measures in guiding consumers to choose an environmentally friendly shopping bag and a small packaging bag. Behavioral economics refers to this with terms nudge. The aim of this study was to find out how the nudge of stores works, what kind of shopping bags and packaging bags consumers choose and what motivates them. The research method is based on the qualitative research tradition. A structured question-naire was used and 23 consumers were interviewed. In addition, a thematic interview was conducted with two retail chain leaders on their retail chain's merchants’ nudging measures regarding the choice of shopping bags and small packaging bags. The interviews were ana-lyzed by theme, using both the nudge theory, the various motives of consumption, and two systems of thinking about routine and thinking-based choices. The study showed that most consumers are motivated by normative values, i.e. the desire to act ethically and socially accepted way. Many also emphasized hedonistic values, which means that small bag and shopping bag selection should be easy and the bags should also be aesthetically beautiful and durable. HD bags with an environmental impact were still se-lected because of their easy access. Even though consumers felt that the shop had not re-cently informed about their small bags and shopping bags, the choices were made based on the pricing, exhibition of the bags as well as the look of the shopping bags. Getting small eco-logical bags was considered a problem. Many would also be willing to try the durable vege-table and fruit bag. The fact that the price tag can be attached directly to some fruits has al-ready been routinized. In the light of this study, it also appears that people who used some kind of bag of their own worked routinely and consideration has been done much earlier for either economic or ecological reasons.