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 and succeeded.

Results
296%
Increase in sales of waste bag rolls.
Results
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%

Increase in sales of reusable bags.

Results

479%

Increase in sales of reusable bags.

Results

611%

Increase in scanned reusable Coop-bags.

Results

611%

Increase in scanned reusable Coop-bags.

Process

Using behavioral mapping as a method, we identified motivators and barriers related to purchasing plastic bags and 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.

Sudden price increase of plastic bag from 3 NOK to 7 NOK.

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.

Sudden price increase of plastic bag from 3 NOK to 7 NOK.

"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. As a result, Svalbard fares better than other Nordic and European countries.

What could be improved?

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

Sources