Nudgelab

87% reduction in plastic bags

The EU set a requirement of 40 plastic bags per person per year by the end of 2025. Coop Svalbard set a goal to achieve this two years before the deadline. They succeeded.

Results
296
Increase in sales of waste bag rolls.
Results
479
479% Increase in sales of reusable bags.
Results
611
Increase in scanned reusable Coop-bags.

Results

296

Increase in sales of waste bag rolls.

Results

296

Increase in sales of waste bag rolls.

Results

479

479% Increase in sales of reusable bags.

Results

479

479% Increase in sales of reusable bags.

Results

611

Increase in scanned reusable Coop-bags.

Results

611

Increase in scanned reusable Coop-bags.

Process

The method involved identifying barriers to purchasing plastic bags and making it easy for customers to make sustainable choices. Based on these insights, several measures were implemented:

Plastic bags were made less visible, while waste bag rolls were more noticeable.
The price of waste bag rolls was reduced, and customers earned 1 NOK for not chosing the plastic bag.
Employees changed their language, asking, "Have you brought your own bag?" instead of "Do you want a bag?".
To maintain motivation, customers received continuous information in-store and on social media about their progress toward the goal.
After one year of these measures, the price of a plastic bag increased from 3 NOK to 7 NOK overnight.

Plastic bags were made less visible, while waste bag rolls were more noticeable.
The price of waste bag rolls was reduced, and customers earned 1 NOK for not chosing the plastic bag.
Employees changed their language, asking, "Have you brought your own bag?" instead of "Do you want a bag?".
To maintain motivation, customers received continuous information in-store and on social media about their progress toward the goal.
After one year of these measures, the price of a plastic bag increased from 3 NOK to 7 NOK overnight.

"Have you brought your own bag?"

Cashier at Coop Svalbard

Results

The baseline in 2022 was 92 bags per inhabitant on Svalbard. This was reduced to 42 in 2023 and 12 in 2025. The effect of the measures indicates a lasting behavioral change among customers at Coop Svalbard. Svalbard is therefore very well-positioned compared to other Nordic and European countries.

What could be improved?

Theft of plastic bags affected the impact measurements, and measures like shared shopping bags worked poorly since customers did not bring them back. Furthermore, employee motivation varied and decreased over time.

Sources