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A campaign in several coastal towns has urged retailers to reduce single-use packaging by charging a small fee for takeaway containers and offering discounts to customers who bring reusable ones. Early results suggest the fee alone changed behaviour more than the discount did, since shoppers responded more strongly to the prospect of losing money than to the prospect of saving it, a pattern consistent with findings in other areas of consumer psychology. Local waste collection data support this: within eight months, the volume of disposable packaging collected from participating businesses fell by nearly a third, while the volume at nearby non-participating businesses remained roughly unchanged. Organisers now hope to expand the fee-based approach to inland towns, though some retailers worry that added costs could drive customers to competitors that have not adopted the scheme.