Youth and environmentally responsible consumer behaviour: The case of plastic bag usage in Botswana

Abstract

Plastic bags are versatile, lightweight and flexible, and this has led to consumers having an insatiable appetite for the consumption of plastic shopping bags. To influence consumer behaviour, the Government of Botswana introduced a plastic bag levy. This study analyses the use of plastic bags among the youth of Botswana in order to determine the youth’s willingness to pay (WTP) for continued plastic bag usage and their willingness to accept (WTA) to shift to eco-friendly alternatives. The results build on and extend previous research on plastic bag utilisation using Maun and Gaborone as case studies. This study shows that the majority of the youth purchase plastic bags frequently and are more willing to pay for the bags than to accept to shift to eco-friendly alternatives. The willingness to pay for a plastic bag decreases as the price increases. This study concludes that the plastic levy should not be seen as an end in itself, but a means to an end. It should be used to increase environmental awareness, promote recycling and encourage a shift to eco-friendly alternatives, especially when it is coupled with public education.