The Challenge

WRAP (in partnership with ASDA and Unilever) wanted to develop an understanding of how to increase citizen uptake of in-store reuse and refill, in order to embed these new behaviours into habits and in doing so reduce consumption of single use plastics. Specifically, evidence into the whole customer journey was sought; the pre and post shop process, and in-store experience.

The Approach

We conducted an initial phase of qualitative in-home ethnography, followed by in-store accompanied shops to develop a detailed understanding of how citizens interact with in-store refill, documenting any barriers and enablers. We used the COM-B behavioural model as a guide to ensure all possible influences on behaviour were accounted for.

Following the development & design of behaviour change interventions (by WRAP’s Behaviour Change team) that specifically addressed the barriers highlighted in the qualitative findings, a further phase of qualitative research was conducted to evaluate the interventions being piloted.

Qualitative data was then gathered using mobile ethnography and depth interviews (conducted via video) to gather insight into the extent of any behaviour change with respect to the refill experience and attitudes towards the refill zone.

The Results

Three key strategies emerged from the research evidence, and were developed for retailers to apply in-store in order to encourage customer trial of reuse and refill:

1. Make pricing clear

2. Help people overcome uncertainty & apprehension

3. Make the experience fun & enjoyable

You can read more about this piece of research here. 

WRAP