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Behavioural economics teaches us that the jump from a price of zero to a price of 1 penny has a much, much larger effect than going from 1 penny to two pence.


The same acts in reverse.

I personally reuse the same bag every time I go shopping until it is damaged. When I walk to my local, I carry the two or three items I bought directly, rather than in a bag. I could afford to buy over a million plastic bags a year, yet I've changed my behaviour to avoid buying them whenever possible.

(In my case, it has nothing to do with being asked, as I invariably use the automated checkout machines. Bags are available for purchase adjacent to these machines, so it's not an availability problem either.)

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