ML210 - Sustainability Report Final-Libre

Sustainability Report
| Deborah Badu, Bangda Hou, Isaac Karimi, Mayra Maia Fiorini & Ravi Patel
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Sainsburys Initiatives to Promote Reusable Bags

The importance of reusable bags in reducing one-use plastic bags impact on the
environment and the role of Supermarkets in encouraging and promoting reusable
bags use.

2012
/13
D De eb bo or ra ah h B Ba ad du u, , B Ba an ng gd da a H Ho ou u, , I Is sa aa ac c K Ka ar ri im mi i, , M Ma ay yr ra a M Ma ai ia a F Fi io or ri in ni i & & R Ra av vi i P Pa at te el l
University of Brighton Business School
Business Management with Finance Group P
Research Methods and Case Study

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Summary
Summary .................................................................................................................................................................... 2
Figures Table .............................................................................................................................................................. 3
Introduction ............................................................................................................................................................... 4
Sustainability .............................................................................................................................................................. 5
Definition................................................................................................................................................................ 5
Why Be Sustainable? .............................................................................................................................................. 5
Reusable Bags ............................................................................................................................................................ 6
The Importance of Reusable Bags .......................................................................................................................... 6
The Impact of Reusable Bags ................................................................................................................................. 7
alnsbury's plc and upermarkeLs Case Ludy ........................................................................................................... 7
Why Supermarkets? ............................................................................................................................................... 7
alnsbury's ............................................................................................................................................................. 7
PESTEL Analysis .................................................................................................................................................. 8
SWOT Analysis .................................................................................................................................................... 9
alnsbury's and usLalnablllLy .............................................................................................................................. 10
Changing Consumer Habits .............................................................................................................................. 10
Encouraging Reuse ............................................................................................................................................... 11
Consumer Views & Survey Findings ......................................................................................................................... 11
Areas for Improvement ........................................................................................................................................ 15
Proposed Five Year Plan ........................................................................................................................................... 16
Changing Consumers Habits Promoting Reusable Bags ................................................................................... 16
Reducing Plastic Bags Consumption and Impacts Recycling Points and Levy ................................................... 16
Beyond Groceries Promote Reusable Bags Out of the Supermarket ............................................................... 16
Conclusion ................................................................................................................................................................ 17
Group Evaluation ..................................................................................................................................................... 18
References ............................................................................................................................................................... 20
Appendixes ............................................................................................................................................................... 27


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Figures Table
Figure 1: PESTEL Analysis (Proposed by Authors) ...................................................................................................... 8
Figure 2: SWOT Analysis (Proposed by Authors) ....................................................................................................... 9
Figure 3: Gender (Proposed by Authors) ................................................................................................................. 12
Figure 4: Employment Status (Proposed by Authors) .............................................................................................. 12
Figure 5: Age Gap (Proposed by Authors) ................................................................................................................ 12
Figure 6: Used Reusable Bags (Proposed by Authors) ............................................................................................. 12
Figure 7: Frequency of Use When Used Reusable Bags (Proposed by Authors) ..................................................... 12
Figure 8: Reusable Bags Issues (Proposed by Authors) ........................................................................................... 12
Figure 9: Reusable Bags Advantages (Proposed by Authors) .................................................................................. 12
Figure 10: Initiatives to Promote Reusable Bags Use (Proposed by Authors) ......................................................... 13
Figure 11: Plastic Bags Charge (Proposed by Authors) ............................................................................................ 13
Figure 12: Knowledge on Plastic Bag Impact (Proposed by Authors) ...................................................................... 14
Figure 13: Impact of Environmental Knowledg on Decisions (Proposed by Authors) ............................................. 14
Figure 14: Sainsbury's Provide Information on Plastic Bags Impact? (Proposed by Authors) ................................. 14


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Introduction
The largest economies in the world do not consist only of countries. According to Bennett et al (2009)
fifty one of the hundred top economies comprise of businesses. This power attributes great responsibility to
flrms LhaL are now expecLed Lo use Lhelr wealLh and lnfluence Lo Lhe 'CreaLer Cood' (8eneLL et al, 2009).
1hls reporL's ob[ecLlve ls Lo make use of literature review and primary research to analyse a case study
on environmental sustainability, focusing on the promotion of reusable bags by supermarkets to reduce the
impact of plastic bags in the environment.
The methodology will first analyse the literature review contained in books, journal articles and
newspaper articles on the subject; and draw to conclusions based on the questionnaire survey conducted with
supermarket customers to better understand their views and what can be done to encourage the use of
reusable bags.
1hls reporL wlll focus on alnsbury's plc case study. The supermarket chain is one of the distributors of
plastic bags to households and therefore should create initiatives to reduce its use. It will begin defining
sustainability and stating its importance to businesses, focusing afterwards on the environmental problems
caused by plastic bags and why reusable bags are a viable replacement; it will follow to understanding of the
importance of supermarkets in distributing reusable bags and how alnsbury's concerns wlLh susLalnablllLy
created its currenL lnlLlaLlves Lo encourage Lhe use of reusable bags. llnally, Lhe reporL wlll evaluaLe cusLomers'
views and opinions on reusable bags, using this data to develop a five year plan that would result in the
reduction of plastic bags distribution.
This report will conclude that by increasing the use of reusable bags, therefore reducing the use of
plastic bags, is the most effective way to reduce the impact caused by plastic bags in the environment. It will
also create a possible five year plan initiative to promote the use of reusable bags, reducing the use of plastic
bags.


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Sustainability
Definition
CorporaLe usLalnablllLy ls noL clearly deflned and Lhls deflnlLlonal uncerLalnLy" (Calpln et al, 2012), is
also demonstrated in the literature. Looking on the dlcLlonary usLalnablllLy ls Lhe ablllLy Lo be susLalned,
supporLed, upheld, or conflrmed" (ulcLlonary.com, 2012), Lo be susLalned meanlng Lo be able Lo conLlnue over
a perlod of Llme", as deflned by Cambrldge ulcLlonary, and able Lo be malnLalned aL a cerLaln raLe or level", as
defined by Oxford Dictionary. Porter and Kramer (2006, cited in Galpin et al 2012), used the World Business
Councll for usLalnable uevelopmenL's deflnlLlon, whlch resumes Lhe Lerm Lo Lhe ablllLy Lo produce and susLaln
present needs wlLhouL affecLlng fuLure producLlon's capability to sustain future needs.
This report will combine some of these definitions to describe sustainability as the act of using natural
resources responsibly in order to achieve the basic quality of life without compromising on the future
generaLlons' quallLy of llfe. 1hls reporL's focus will be on environment sustainability, an approach where human
consumption takes into consideration the negative impact it will have on the environment such as
deforestation, landfills and etc; using the environment in such a way as to not harm it. This definition recognises
the need of international economies to be aware of the impacts caused to the environment and working to
reduce these and preserve finite resources for future generations.
Why Be Sustainable?
Sustainability has increased significantly over the years, as the impacts of global warming and climate
change are being realised, and is becoming more of an issue to the world. The importance of sustainability is
becoming increasingly recognised by businesses and consumers and is now an essential factor that all
businesses have to consider and implement into their business plans and structure. For Galpin (2012), in order
to be successfully sustainable a business needs to integrate sustainability on its missions, values, goals and
strategy, constantly measuring its performance.
FWR Group (2010) explains that choices made today affect the future, continuous unsustainable
processes future generations opportunities become limited. Companies that fail to recognise the importance of
sustainability risk their reputation and leave themselves to be examined by the public. It is the responsibility of
these international economies to look after the environment they live in and to reduce their carbon footprint
and make an effort to achieve environmental business efficiency, whilst meeting all other demands required.
According to Benet et al (2009), corporation empowerment was followed by consumer empowerment, where
the internet increased people's knowledge, lncreaslng Lhelr expecLaLlons and demands Lowards buslnesses.

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Reusable Bags
The Importance of Reusable Bags
According to Smithers (2012), about 8 billion plastic bags were distributed in the UK in 2011. Worldwide,
a trillion bags can be consumed each year (Roach, 2003), and the number increased over 5% in 2010 (Smithers,
2012) after a 58% decrease from 2007 to 2009 (Marketing Week, 2010). The ingenuity of plastic bags is what
drive environmentalists and governments to reduce its use, as its durability and light weight makes it easier to
be scattered as litter (Tough 2007, Reusit 2013).
High consumption contribute to the impact plastic bags have in the environment. Its production requires
petroleum and natural gas producing pollution during its manufacturing process (Greenhome, 2011). Some
plastic bags can be recycled and many supermarkets have collection posts available, however, collection rates
are considerably low, caused by the decade old consumer habit of throwing away plastic bags (Smithers 2013,
Verghese 2009). Other than being recycled, plastic bags may end up on landfills, where they may take between
400 to 1000 years to break down (Aldred 2007, cited in Rich et al 2009), plastic bags do not degrade, they are
reduced to smaller particles that contaminate water and soil, Japanese researchers discovered that these
particles act like sponges absorbing and concentrating toxic chemicals increasing their danger to health
(Greenhome, 2011). Due to its lightweight and shape, plastic bags can be carried by wind and end up in the sea,
where may be consumed by marine animals due to its colour, shape and durability (Greenhome 2011, The
Guardian 2012a, Rich et al 2009 and Smith 2004).
However, plastic bag may not be that harmful after all. Smither (2012) explains that plastic bags may not
be the major environmental issue they are made to be, stating that plastic bag make up to 1% of household
waste. The reduction of plastic bags consumption can be seen as very low in the priority list of environmental
impacts, says Hickman (2013), with plastic bags being actively reused by consumers and only 6% being disposed
of immediately after first use. The pollution caused by plastic bags is less than the emissions caused by paper
bags, where a paper bag need to be reused at least 3 times to equal the pollution caused by a plastic bag
(Edwards & Fry, 2011). However, the low cost, low pollution, easy transportation and versatility of the common
plastic bag cause its numbers to rise, and the lack of degradability causes them to accumulate over the years
(Smith 2004). Therefore the problem lie in the quantities, not on the plastic bags themselves.
Though many alternatives are available, many of the options pollute more than common plastic bags
while others that are supposed to degrade easier still need to have their impacts measured to obtain
measurable data (James & Grant 2005 and Verghese 2009). Prendergast et al (2001, cited in Ritch 2009),
discovered that consumers would retain paper bags while disposing of plastic bags. This retention leads to

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reuse, reducing litter and the impacts caused in the environment. Therefore, reusable bags are the best
alternative in reducing the impact of plastic bags in the environment.
The Impact of Reusable Bags
The idea behind reusable bags is to reduce litter and waste by reusing and recycling as much as possible.
Reusable bags can be made with a variety of materials and the impact on the environment varies accordingly.
According to Tough (2007) the use of reusable bags reduces green house gasses, contributing to prevent global
warming. Reusable bags may also be made of renewable materials, making them more sustainable than plastic
bags (Though, 2007).
Reusable bags reduce impacts in the environment; however they may create heath issues among
consumers. Uwire (2010) states that unsafe levels of lead can be found in certain reusable bags, while Gerpa et
al (2010) recommend caution on consumers part to prevent food cross contamination. Consumers that are used
to single-use plastic bags, may use the same bag to carry uncooked meats and vegetables together, or carry
meaL ln a bag one week and use Lhe same bag Lo carry frulLs on Lhe nexL (Cerpa eL al 2010, Maclean's 2010 and
Wallop 2010). Studies also show that only 3% of reusable bags users clean their bags, increasing the chances of
bacteria proliferation on dirty bags (Gerba et al 2010 and Bennett 2013). Therefore it is important to remember
to wash reusable bags frequently, preferably in hot water. Due to their variety of materials and shapes, most
reusable bags can easily be washed in washing machines, making the process easier and more effective, even if
increasing the use of water(Wallop 2010 and Uwire 2010).
Sainsburys plc and Supermarkets Case Study
Why Supermarkets?
Plastic bags are distributed almost by every retailer, grocery shops and supermarkets, the latter being
the biggest distributors of plastic bags. According to Chapman (2011), the number of plastic bags handed out
rose over 300 million in 2011, a rise of 5% from the previous year. Environmental impact is not their only
concern, with increase in consumer power and rise of consumer environmental consciousness, major
supermarkets need to create means to reduce plastic bags consumption and encourage the use of reusable bags
in order to retain customer loyalty and protect their market share (Benett et al, 2009).
Sainsburys
1hls reporL wlll use alnsbury's plc as lLs case sLudy, analyslng whaL approach Lo LnvlronmenLal
Sustainability best suits the company and its principles.

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alnsbury's plc ls ranked 302nd on the Global Fortune 500, falling from 283rd on the last year. With over
100,000 employees, and a 2.7% increase in revenue from 2010. alnsbury's made about 1 billion profits on the
last fiscal year with 35 billion in revenue (CNN Money, 2013).
PESTEL Analysis

Figure 1: PESTEL Analysis (Proposed by Authors)
Political Factors
CloballzaLlon ls a facLor LhaL lnfluences noL only alnsbury's buL many companles. lL provides businesses
with the prospect of growth, opportunities of cheap supply and lower costs, and a huge consumer market
available in the whole globe. However, it also has its challenges, with more demanding customers and greater
competition.
With the Euro crisis and the UK in slow recovery since 2010, many businesses are facing a difficult
scenario in the UK. High taxes combined with high interest rates make businesses unable to invest in profitable
ventures and reduces growth. This situation may change now with the new Budget 2013, where Chancellor
George Osborne placed a reduction of corporate tax to 20% (Wolf, 2013).
Economic Factors
alnsbury's suffered an lmpacL wlLh Lhe credlL crunch, decreaslng Lhe purchaslng power of lLs cusLomers
and making expenditure more cautious. In the environmental perspective, consumers are shopping more
regularly for less products, reducing the chances of bags being reused (Cherrier, 2006).
lncrease ln compeLlLlon from dlfferenL segmenLs forces alnsbury's Lo reduce lLs prlces, ln relaLlon Lo
envlronmenLal susLalnablllLy, many supermarkeL chalns compeLe wlLh alnsbury's, ln especlal Co-Op and Tesco.
Political
Factors

Economic
Factors
Social Factors
Technological
Factors
Environmental
Factors
Legal Factors

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High inflation backed with stagnant salaries reduces consumers spending power at the same time
technological and social aspects create a more demanding consumer that requests more for his money.
Social Factors
Sustainability is an important factor for consumers, which are requesting sustainable produce, organic
and fair trade.
Technological Factors
1echnologlcal lmprovemenLs requlre alnsbury's Lo continuously improve its methods, at the same time
technology advances allows cost reduction on operations, like automatic cashiers and hand-held barcode
scanners.
Consumers are becoming more demanding; the internet allows quick comparison and increase in
competitiveness (Benett et al, 2009).
The internet and social media provide cheaper and target focused advertising.
Legal Factors
Globalization also provides a lowering of barrier for foreign trade, allowing cheaper produce from
around the globe.
SWOT Analysis

Figure 2: SWOT Analysis (Proposed by Authors)
Competition from
other large
supermarkets such
as Tesco, Asda and
Morrisons.
Food prices rising.
Expansion into the growing
economies (e.g. Asia) and
other countries.
Improvements to the online
experience.
Seen as more
expensive then other
supermarkets like
Asda and Tesco.
One of the largest and
well known supermarkets
in the UK
Good branding and
advertising.
Online shopping and
delivery.
Loyalty Scheme.
Quality human resources.
(Invests heavily in quality
training for their staff).
Strengths Weaknesses
Threats Opportunities

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Sainsburys and Sustainability
AfLer consulLaLlons wlLh sLakeholders and nCCs, alnsbury's seL ouL 20 amblLlous goals Lo be achleved
by 2020, hence the name The 20 by 20 Sustainability Plan, this plan was set out to help their customers make
more nutritious, sustainable and ethical purchasing decisions and more importantly to shift customers everyday
behaviour in favour of sustainability but provide the value and quality their customers expect.
1hls plan couldn'L come have come aL a beLLer Llme for 8rlLaln's Lhlrd largesL supermarkeL (1heslng,
2013) as one has to only pick up newspaper or turn on the TV and radio to learn of the challenges facing the
society, economy and the planeL (alnsbury's plc, 2012a). 8y 2020, alnsbury's LC hopes Lo have achleved Lhe
following commitments;
8esL for food and healLh"
ourlng wlLh lnLegrlLy"
especL for our envlronmenL"
Maklng a poslLlve dlfference Lo our communlLy"
A greaL place Lo work"
lor Lhe purpose Lhls asslgnmenL, focus wlll be placed on whaL alnsbury's ls dolng ln Lerms of Lhe
commlLmenL especL for our envlronmenL." 1he glanL supermarkeL promlse Lo puL wasLe Lo beLLer use, reduce
their own brand packing by half as compared to 2005, ensuring that their supply chain approach is sustainable in
areas of water vulnerability and work with their own brand suppliers to carbon emissions by 50%.
Changing Consumer Habits
According to (Camann et al, 2011), to encourage customers to change their bag usage habits, the
company has come up with a three-parL plan, Lhe flrsL belng emlnd", lL lnvolves Lhe dlsplays remlndlng
cusLomers Lo reuse Lhelr bags and purchase reusable ones called bags for llfe" across Lhe sLores and lLs
surrounding premlses such as Lhe car park. All sLaff members have also been Lralned addlLlon Lo offer bag for
llfe" Lo cusLomers who forgoL Lo brlng Lhelr own bag lnsLead Lhe normal plasLlc bags, all Lhese ln bld Lo reduce
the use of plastic bags and to promote the use of recycled bags.
1he second parL of Lhe plan ls eward", Lhls ls when cusLomers are rewarded necLar olnLs for every
bag Lhey reuse ln sLore and for every bag for llfe" Lhey purchase. Cver 2mllllon necLar olnLs was awarded Lo
customers in 2011/12 alone for cusLomers reuslng Lhelr bags (alnsbury's plc, 2012a) these points are

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redeemable aL varlous elecLronlc sLores and alnsbury's lLself as money off cusLomer shopplng. 1hls agaln ls
used to incentivise customers to reuse their old bags and purchase bag for llfe".
1he lasL plan ls emove", accordlng Lo (Camann et al, 2011) alnsbury's sLopped offerlng cusLomers L
bags in hope of changing customers plastic bags habits, however this bags are still given to customers when they
ask for it but they are hldden from cusLomers vlew so cusLomers Lo dlscourage Lhem uslng lL. ". Powever
cusLomers are also able Lo exchange Lhelr old bag for llfe" for a new one ln any of Lhelr sLores free of charge.
alnsbury's LC ls an example of successful buslness-customer interaction to achieve change according
to (Camann et al, 2011), Lhey furLher wenL on Lo say Lhrough research and acLlon, Lhe supermarkeL chaln has
managed to raise awareness of PE bag issues and millions of customers have adopted new practices concerning
Lhelr bag use".
Encouraging Reuse
In 2011 PM David Cameron urged supermarkets to reduce their plastic bags distribution (Chapman,
2011). Powever, slnce 2007 alnsbury's have developed a number of lnlLlaLlves LhaL alm Lo change consumer
behaviour and promote the use of reusable bags and reduction of plastic bags. A number of promotions used to
educate and distribute reusable bags to consumers have taken place, focusing on the major issues that prevent
consumers from using reusable bags. Free bags distribution, customised reminders and a reward scheme have
been created to disseminate the use of bags, promote knowledge and remind the forgetful to bring their bags
(alnsbury's plc 2007a, 2007b, 2008b, 2011a and 2012b, Adam 2007, Ramsay 2008 and City of York Council
2012).
alnsbury's alm ls Lo become 'uk's greenesL grocer' (alnsbury's plc, 2012d). Its initiatives use fashion
designers, innovative designs and better materials to promote their bags and increase reuse ( Green Wise 2010,
Which? 2006, Design Week 2009 and alnsbury's plc 2008a)
Consumer Views & Survey Findings
1hls reporL lnLervlewed 30 alnsbury's cusLomers and asked abouL Lhelr bag hablLs ln order to
understand how many use reusable bags, why they use them or not and what could encourage customers to
use reusable bags more often.
The survey consisted of 19 questions 3 of which were asked for demographic reasons. It was concluded
that from the 50 interviewed, 58% were female and 42% male; the employment status of 43% of the
interviewed was 'employed', whlle 42 were sLudenLs. Age gaps varled wlLh 40 under 22 years old, 22

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between 22 and 34 years old and 14% between 35 and 44 years old as demonstrated on Figures 1, 2 and 3
below.

Figure 3: Gender (Proposed by Authors)

Figure 4: Employment Status (Proposed by
Authors)

Figure 5: Age Gap (Proposed by Authors)
When asked about their shopping habits 84% of the interviewed used reusable bags at least once, while
16% never used reusable bags (see Figure 4). From the ones that used, 52% used reusable bags occasionally,
while 29% used it often and 19% always, shown on Figure 5.

Figure 6: Used Reusable Bags (Proposed by Authors)

Figure 7: Frequency of Use When Used Reusable Bags (Proposed
by Authors)

Figure 8: Reusable Bags Issues (Proposed by Authors)

Figure 9: Reusable Bags Advantages (Proposed by Authors)

Male
42%
Femal
e
58%
Gender
43%
2%
42%
9%
4%
Employment
Status
Employed
Unemployed
Student
Retired
Other
40%
22%
14%
10%
6%
8%
Age Gap
21 or
Under
22 to 34
35 to 44
45 to 54
84%
16%
Used Reusable Bags
Yes
No
19%
29%
52%
0%
Occurence of Reusable
Bags Use
Every time Often Occasionally Never
22%
55%
12%
8%
3%
Reusable Bags Issues
Prices
Forget to bring
them
Convenience
Durability
Other
30%
21%
12%
35%
1% 1%
Reusable Bags
Advantages
Durability
Size
Ease of Use
Good for the
Environment
Fashionable
Other

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Figure 10: Initiatives to Promote Reusable Bags Use (Proposed by Authors)
Figures 6 and 7 demonstrates the public opinion on advantages and disadvantages of reusable bags,
where 55% forgets to take them when going shopping, 22% believe them to cost too much and with 35% using
reusable bags for being environmentally friendly and 30% using reusable bags for their durability.
When asked about initiatives that could promote the use of reusable bags, 27% of the interviewed
recommended a reward scheme (shown on llgure 8). alnsbury's already offer a reward scheme, however
cusLomers menLloned Lhe need Lo promoLe Lhe reward scheme" (ML210 Survey Index, Index!AF50) and some
suggesLed Lhe need Lo dlsplay bags" (ML210 urvey lndex, lndex!Al25).
Only 16% of customers interviewed said a charge on plastic bags would encourage them to use reusable
bags (Figure 8). Samantha Harding, of the Campaign for the Protection of Rural England, believes a 5p charge
would reduce litter rates, while Judith Holder, author of Grumpy Old Women, disagrees. She states that people
forget to bring their bags and therefore a 5p charge would not suffice, she suggests a 1 charge to ensure
customers remember to bring their bags (BBC Radio 4, 2012). According to the survey conducted, 46% of
customers said they would pay a 5p charge for bags, as shown on Figure 9.

Figure 11: Plastic Bags Charge (Proposed by Authors)
18%
15%
27%
4%
9%
16%
11%
Initiatives to Promote Reusable Bag Use
Lower Prices
Information on Advantages
Reward Scheme
Other
Conveniance to carry
Charge for Plastic Bags
Reminders to Bring
32%
14%
46%
8% 0%
Plastic Bags Price
Nothing
1p
5p

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Reusit.com is a shopping website that focuses on retailing reusable items that can replace disposable
ones on the everyday life. They believe that the best way to reduce plastic bag usage is by introducing a charge
per bag (Reusit.com, 2013). Plastic bags levies are being established all over the world with excellent results in
Wales, lreland and Lhe u (1he Cuardlan 2012a and euslL.com 2013). Powever, alnsbury's chlef execuLlve,
!usLln klng, sLaLed LhaL alnsbury's does noL belleve charglng for plasLlc bags ls Lhe way Lo achleve lasLlng
envlronmenLal beneflLs"(88C news, 2008). Pe also afflrmed LhaL a levy would 'force' cusLomers Lo make
declslons wlLhouL developlng Lhe undersLandlng requlred Lo 'reduce, reuse and recycle' (88C news, 2008). As lL
can be seen on figure 10, 11 and 12, while 46% of customers interviewed believed to have great understanding
of the impact plastic bags have on the environment, and 68% saying they believed this knowledge to average to
greaLly lmpacL on Lhelr shopplng declslons, only 32 belleved LhaL alnsbury's was good aL provldlng Lhls
knowledge to its consumers.

Figure 12: Knowledge on Plastic Bag Impact (Proposed by
Authors)

Figure 13: Impact of Environmental Knowledg on Decisions
(Proposed by Authors)

Figure 14: Sainsbury's Provide Information on Plastic Bags Impact? (Proposed by Authors)
0%
10%
20%
46%
24%
Plastic Bags Impact
Knowledge
No
understanding
Little
Understanding
Some
Understanding
Great
Understanding
Complete
Understanding
14%
14%
36%
32%
4%
Knowledge Impact on
Decisions
No effect
Little Effect
Average Effect
Affects
Greatly
Affects
Completely
Yes
32%
No
68%
Finds Sainsbury's Informative

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ln order Lo overcome Lhls gap beLween values and cusLomer percepLlon, alnsbury's would requlre a
more effective communication scheme, following the suggestions of consumers interviewed in the survey that
recommended that bags be displayed more and reward schemes promoted.
Ritch et al (2009) propose that by promoting in-house reusable bags, supermarkets can have their brand
logo displayed at the same time promoting their corporate responsibility. The choice of using reusable bags
promoLes a 'way of llfe', Lhe person ls seen as someone LhaL cares for Lhe environment and therefore is
regarded as a 'good person', uslng a plasLlc bag would resulL Lhen ln Lhe opposlLe reacLlon, by creaLlng the
feeling of guilt for having forgotten to bring the reusable bag (Cherrier 2006, cited in Ritch et al 2009).
Accordlng Lo lLch eL al (2009), ln order Lo successfully change cusLomers' percepLlons, seven prlnclples
should be followed: Access Can consumers get the goods or services they need or want? Choice Can
consumers affect the way goods and services are provided through their own choice? Information Do
consumers have the information they need, presented in the way they want, so that they can make informed
choices? Redress If something goes wrong, can it be put right? Safety Are standards as high as they can
reasonably be? Fairness Are consumers subject to arbitrary discrimination for reasons unconnected with their
characteristics as consumers? Representation If consumers cannot affect what is provided through their own
choices, are there other, more effective, means for their interests to be represented?(SCC 2007, cited in Ritch
2009).
lf more consumers undersLand Lhe envlronmenLal consequences of their consumption patterns, through their
market choices they would inevitably put pressure on retailers and manufacturers to move towards
susLalnablllLy" (Aken[l eL al, 2010).
Areas for Improvement
It is important to notice that this survey was very limited, having interviewed a limited number of 50
cusLomers, Laklng place aL one alnsbury's upermarkeL and belng conducLed ln a shorL perlod of Llme for only
one day.


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Proposed Five Year Plan
Changing Consumers Habits Promoting Reusable Bags
1he flrsL sLep for alnsbury's Lo achleve lLs alms for 2020 wlLhouL charglng a levy for plasLlc bags ls Lo
change consumer hablLs and culLure. alnsbury's has been developlng lLs lnlLlaLlves Lo reach lLs consumers and
encourage their use of reusable bags Lhrough a number of lnlLlaLlves (alnsbury's plc, 2012b). 1hese lnlLlaLlves
lnvolve Lhe comblnaLlon of Lrendy deslgns wlLh promoLlons LhaL lncrease consumers' lnLeresL Lowards reusable
bags.
However, as was shown by the survey, these initiatives work only on the short term, and soon after the
promotion finishes, consumers start their normal use of plastic bags. In order to develop these initiatives and
make Lhem more effecLlve, alnsbury's would need Lo conLlnuously provlde lnformaLlon and advlce Lowards Lhe
environment and the role of reusable bags in protecting it.
This can be achieved not only by trendy designs, but with constant interaction with customers, through
emails for those with nectar cards, stands on the shop floor for the passersby and possibly with giveaways and
competitions to develop further interest on the subject.
Reducing Plastic Bags Consumption and Impacts Recycling Points and Levy
AfLer Lhe successful change of consumers' behavlour, charglng for plasLlc bags would help reduce Lhelr
usage aL Lhe same Llme reachlng consumers' undersLandlng and supporL on Lhe slLuaLlon. lL ls lmporLanL LhaL
alnsbury's also reduce lLs own use of plasLlc bags. uellverles can be made ln a susLalnable way by uslng
reusable crates instead of plastic bags, reducing costs, increasing performance, operating efficiently, protecting
products and improving health and safety of workers (Lehrer, 2011).
After successfully applying a levy and banning plastic bags from operations, plastic bag numbers will
decrease greatly, being replaced by reusable ones.
It is important to remember that replacing plastic bags with reusable bags that are only used once fails
the purpose of reducing pollution, litter and waste (The Guardian, 2010).
Beyond Groceries Promote Reusable Bags Out of the Supermarket
The final step of the proposed five year plan is the dissemination of reuse culture, encouraging
customers to reuse their bags not only when shopping at supermarkets, but everywhere. By encouraging
consumers to take an extra bag always wlLh Lhem aL Lhe same Llme keeplng one ln Lhe car, alnsbury's can help
reduce plasLlc bags usage naLlonwlde, ensurlng Lhls way Lhe 'uk's greenesL grocer' poslLlon.

17

Conclusion
The Environmental Sustainability subject still causes controversy. Some see it as a trend that only exists
to make profits, others understand the need for change but are reluctant to act and a few do what they think is
best to preserve resources for the future generations.
This report has demonstrated how plastic bags may impact the environment and why reusable bags are
the best alternative to replace plastic bags. It also highlighted the problems present on irresponsible use of
reusable bags, the need to frequently clean them and to separate your groceries in order to avoid food
contamination.
Cn Lhe alnsbury's case sLudy, lL was shown LhaL a levy can be very successful, buL may also cause
opposition with consumers that feel obliged to follow, alnsbury's work wlLh lLs consumers Lo promoLe Lhe use
of reusable bags and improvement of the environment changing consumer habits.
A five year plan was proposed where the main objective is the gradual transition from one use plastic
bags to reusable bags culture.
It was proven that even though the impact of plastic bags in the environment can be relatively low, its
quantities and durability causes great harm to the environment and by creating a habit of reuse is the most
effective way to reduce littler, waste and avoids further damages to the environment.


18

Group Evaluation
The ML210 Group 3 was formed by Mayra Maia Fiorini, Deborah Badu, Ravi Patel, Bangda Hou and Isaac
Karimi; all second year students of Business management with Finance, Isaac Karimi being from Group R and all
other members from group P.
The group difference caused some problems initially, but since all lectures were attended by both
groups together, a common agenda quickly emerged.
From the first week it was decided that the group would realise weekly meeting for progress updates,
further developments agreements and topic discussions. The date and time agreed for meeting was on
Mondays from 11am to 12pm, and could last until 3pm or longer depending on the lecture at 3pm being online
or not.
Mayra Maia Fiorini developed a schedule of meetings with respective topics until day o submission (see
appendixes 1). Unfortunately by the end of October, the group discovered some issues with the subject chosen.
The group had decided to work with landfills and supermarkets and it was discovered that most supermarkets
outsource their landfill in order to achieve zero landfill status. A new subject was required and its choice was
made close to the submission of the Report Summary on 12
th
November 2012.
The new subject involved packaging and plastic and the possible impacts in the environment. After
further consideration, the group decided to follow the path of reusable bags, and why reusable bags are a viable
alternative for plastic bags. With the change in subject the group went forward with its plans, disregarding the
need to conduct new secondary research. After presenting its ideas to their module leader, it was made clear a
research question had not been formulated and further research was required before the continuing of the
primary research.
The second issue encountered by the group was the other modules assignments. The assignments had
been presented to students early in the year, however the subject required for completing them was presented
near Christmas break. This delayed the scheduled meetings, pushing secondary research until after Christmas,
when the initial plan was to complete the primary research before Christmas and use the break to write the
initial report. With only 3 weeks to complete 4 assignments, the project had to wait the final assignment hand-in
day, 27
th
January 2013.
After the last assignment submission the group had to hurry to complete its peer presentation.
econdary research was flnally compleLed and Lhe research quesLlons formulaLed: Pow could alnsbury's
promote the use of reusable bags and reduce Lhe use of plasLlc bags among lLs cusLomers?"
After completing its peer review on the 4
th
of February, the group turned back at its primary research
and finished the development of the trial survey by 18
th
of February. The third issue faced by the group was the
need to contact Sainsbury's by writing, as the franchise the group would interview did not offer an email for
contacts. When inquiring in person, the group had then to write a letter to the manager requesting permission
to conduct its survey. This set the team back for a couple of days and it combined with a strong snow that closed
the University for a couple of days. The team had to meet and survey customers under very bad weather, and
therefore the survey that was supposed to interview 100 customers was concluded with only 50.
Concluding its primary research on the 20
th
of February 2013, the group resumed its meetings by
dividing the respective sections of the final report between the members. Each was responsible for a certain

19

aspect of the assignment. On the 15h of March all subjects were written and it was up to the documenter
(Mayra Maia Fiorini) to bring the work together and make it fluent and systematic.
Belbin's theory uses the BTSPI test to label and understand behaviour; it measures team work in nine
dimensions, gathering the maximum amount of an individual's preferences. The nine team roles presented by
Belbin are Plant, Resource Investigator, Co-ordinator, Shaper, Monitor Evaluator, Teamworker, Implementer,
Completer Finisher and Specialist (Belbin, 2013). The team used Belbin's team roles to better understand each
oLher's behaviour and complement each other's weaknesses. This approach allowed the team to easily adapt to
each other's preferences. The team Plant (Mayra Maia Fiorini) was responsible for creating flexible schedules to
overcome the issues encountered by the team. The Resource Investigator (Isaac Karimi) worked in exploring
different opportunities on the subject and was the first team member to contact Sainsbury's enquiring about
the possibility of conducting a survey. The team's Teamworkers (Bangda Hou and Ravi Patel) helped carry out
the tasks that would otherwise have been impossible to complete by one member alone. Finally, the team's
Implementer (Deborah Badu) helped put ideas into practice (Belbin 2013).


20

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27

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