Nudge to promote sustainable shopping lifestyle

Abstract

The complexity of consumer’s changes towards green behavior, such as sustainable shopping lifestyle is a challenge for the government and its public policy. Most of the traditional regulatory approach, such as plastic bag ban or tax was hoping for immediate result of the consumer behavioral changes. Thus, changes the consumer behavior towards green practices becomes the central issues where its implication is in a significant reduction of plastic bag consumption as well as its detrimental effect on the environment. Aims to analyze the No Plastic Bag Campaign in Malaysia, the concern is to what extent it has the potential to change the consumer behavior in a subtle way or nudge. The paper evaluates the in-situ approaches of the current campaign in a designed context of choices architect, libertarian paternalism and the supermarket corporate social responsibility, CSR. More influential informational campaign material for reusable bags was suggested at the check-out counter. The Zero Waste initiative is needed to reduce dependency to plastic bag as a disposal method. Finally, the comprehensive approach in the establishment of a new social norm to nudge sustainable shopping lifestyle was suggested than a single approach of banning the plastic bag.