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24 March 2010
Hong Kong
How are Hong Kong consumers adjusting to the plastic bag levy scheme that went into effect in July 2009 with the goal of reducing the indiscriminate use of plastic shopping bags? According to The Nielsen Company’s latest survey, Hong Kong shoppers in general are very much aware of this scheme – under which registered retailers must charge customers a 50-cent environmental levy for providing a plastic shopping bag - and they are mostly receptive to it. However, consumers said their purchase behavior and consumption patterns have been changed in some ways by the introduction of the levy, and many are hesitant to pay for bags, instead opting to bring their own bags on shopping trips.
The Nielsen Company surveyed over 1,000 males and females in Hong Kong aged 15-54 from 4 to 11 December 2009 through Telebus telephone survey. The survey revealed that nine in 10 Hong Kong consumers are aware of the environmental levy scheme on plastic shopping bags at the prescribed retailers, which include supermarkets, convenience stores, personal health and beauty stores in Hong Kong.
As shopping bags have always been provided for free in the past, consumers are rather reluctant to pay 50 cents for a plastic shopping bag. According to the survey, only a quarter of consumers who are aware of the plastic bag levy scheme said they had paid 50 cents for a bag in the last five shopping trips, indicating that the levy has lead to a significant reduction in the number of plastic bags used at grocery shops.
Aside from reusing purchased shopping bags during grocery shopping, consumers also use the plastic shopping bags in garbage bins at home, thus giving them multiple usages. However, with the implementation of the environmental levy, this now means that consumers need to purchase their “garbage bags” rather than reusing their plastic shopping bags – which previously were free.
As a result of the levy, consumers have begun to establish the day-to-day habit of bringing their own shopping bags as they go grocery shopping. Almost 90 percent (88%) of Hong Kong consumers said they have used their own shopping bags at least once in their last five grocery shopping trips. As many as 60 percent claimed that they have used their own shopping bags in all of the last five shopping trips made.
Although consumers have begun to establish the habit of bringing their own shopping bags on grocery trips, their on-site shopping behavior is affected, if they do not have their shopping bags with them. As the survey reported, if they did not have their environmental shopping bag with them on a shopping trip, 64 percent of consumers said they would continue shopping but would purchase fewer items. Forty-one percent of them said they would continue their shopping but would purchase packs of a smaller size. Of particular note to retailers, almost six out of 10 consumers said they would leave the shop immediately without making a purchase if they did not have their shopping bags with them.
“Under the plastic bag levy, consumers’ purchasing pattern to some extent depends on the immediate availability of their shopping bags. With that in mind, it is not surprising that consumers are reducing their basket size or will even delay their purchase if their own bags are not readily available, especially if they have no urgency in terms of the items to be purchased,” said Mr. Oliver Rust, Managing Director, The Nielsen Company Hong Kong, “With approximately 70 percent of purchase decisions made in-store, the delay of the purchase would mean an impact on the impulsive baskets among those without their own bags with them.”
The introduction of the plastic bag levy scheme has indeed brought a noticeable effect on the general reduction in the usage of plastic bags for shopping. When asked how the levy scheme changed their shopping behavior, 42 percent of interviewees said they now use fewer plastic bags since the implementation of the scheme. However, the levy also appears to be affecting shopper volume and frequency. Around one in 10 people said they purchase less items per shopping trip (12%) or now make fewer shopping trips than before (11%).
Nevertheless, while the first phase of the plastic bag levy scheme only covered supermarkets, convenience stores, personal health and beauty stores, Hong Kong consumers in general are receptive to extending the levy to other retail channels that do not participate in the existing scheme. Almost eight out of 10 respondents said they supported the Hong Kong government in further rolling out and promoting the plastic bag levy scheme to other retail channels.
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and business publications The privately held company is active in approximately 100 countries, with headquarters in New York, USA. For more information, please visit, www.nielsen.com.
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