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Single-use plastic bags given to shoppers by retailers have increasingly become a key target for sustainability initiatives, with bans being introduced around the world. The rationale for such bans is based on the environmental impact of single-use bags, compared to their multi-use alternatives. The arguments for bans are underpinned by assumptions about how consumers will respond to the changes, yet do not account for the known patterns of buyer and consumer behaviour from the social sciences. This lessens the delivery of desired outcomes and hampers implementation strategies. This chapter draws upon this established knowledge to demonstrate how such marketing knowledge of fundamental buyer and consumer behaviour is critical when developing and implementing a public policy programme, using the example of a retail ban on the use of single-use plastic bags in Australia. It illustrates how these known patterns hold in this context and shows how social marketing can be used to help shape programme implementation and uptake and the reinforcement of new positive behaviours.

The Waste Management Hierarchy is a well-established framework for conceptualizing the spectrum of desirable behaviours to manage, reduce and avoid waste. To date, research relating to the householder behaviours on the Waste Management Hierarchy has primarily focused on the lower order disposal and recycling behaviours, reflecting the areas of historical policy attention. Recently, however, policy focus has shifted to ‘higher order’ behaviours such as reuse and avoidance, in line with Circular Economy thinking. To address the measurement gap, this chapter develops and tests a battery of householder waste behaviour measures across the entire waste hierarchy. The battery was piloted with 573 South Australian householders, where the ‘higher’ order waste behaviours are more likely to be displayed as the Waste Hierarchy has been embedded in waste policy directives for many years. Findings empirically validate the Waste Management Hierarchy, deliver a quantified benchmark of the prevalence of behaviours across its spectrum and explore the underlying motives driving pro-environmental behaviour.