Case Study - Increasing citizen participation in reuse and refill systems | WRAP

We need to radically transform our relationship with single-use plastic packaging and a key part of this will be the move to reuse and refill for many everyday items we purchase.

This report, published by WRAP, explores citizen behaviours around reuse and refill. In partnership with Asda and Unilever, WRAP shadowed research participants across the whole of their shopping journey. From pre-shop preparation to instore experience, they evaluated how our trial participants interacted with refill zones and developed and tested a series of instore behaviour change interventions. All designed to improve the reuse and refill shopping experience for our participants.

WRAP used a two-phase semi-ethnographic qualitative approach to the research. The methodology included conducting two field-based investigations into citizen behaviours, desk-based research to review existing evidence from 46 sources including WRAP’s inaugural Plastics Tracker and The UK Plastics Pact Members, and developing instore interventions grounded in behavioural change theory.