I've had some very strange looks in shops recently. Not because I'm doing my normal and obsessive compulsive trick of counting sizes to see who's got availability issues.
But because I've taken to refusing carrier bags for clothing purchases and sticking them in a cloth bag given to me as a gift last Christmas.
Some staff at fashion retailers I've visited recently have not taken kindly to this. I recently had to argue my way out of one store after one purchase, and this is in spite of many retailers espousing greener policies.
I know my behaviour aimed at reducing my plastic and paper carrier bag consumption is still rare among consumers, but surely we can expect this to become more common over the next few years.
Today's newspapers ran a story that London Councils, the umbrella group for 33 local authorities in the capital, wants to reduce the four billion plastic bags sent to landfill each year. Under proposals shoppers would have to take their own bags with them or buy reusable bags at the till. Other ideas include charging 10p to 15p per bag.
Last week, the town of Modbury in Devon outlawed plastic bags for six months, with a view to it becoming a more permanent ban.
This raises some interesting challenges for our market. Once the ethics are set aside, the most important one is marketing. A bag is one of the easiest ways a retailer can make a statement about their brand and get some free advertising
The retailer who works out a way around this conundrum will be on to a winning marketing initiative.