Joe Gladstone, Assistant Professor at UCL School of Management, has spoken to BBC World News about the 5p tax on plastic carrier bags.
Being an expert in consumer behaviour, Joe applies insights from behavioural economics and consumer psychology to help people make better choices with their money.
In this interview, he discussed how forcing consumers to make a choice over paying for bags or not at the end of a transaction is more likely to deter them than if the price is automatically added, as they are making a conscious choice.
He is also asked whether or not the same model could be applied effectively to other products, such as sugary foods and fuel.
Watch the full interview