Transition From Free Bags to Eco-Friendly Alternatives: Economics, Greenwashing and Consumer Behavior in Veracruz, Mexico

The replacement of free plastic bags with alternatives marketed as eco-friendly has transformed the economic and environmental relationships between businesses and consumers; however, charging for bags does not necessarily imply an effective reduction in their consumption and can encourage greenwashing strategies when environmental claims lack verifiable support. The objective of this research was to analyze the economic and environmental implications of changing from free bags to paid bags with an eco-label in businesses in Veracruz–Boca del Río. A descriptive-exploratory study was conducted through direct observation in 16 businesses in the Veracruz–Boca del Río metropolitan area, Veracruz, Mexico, during January and February 2024. The type of material, price, dimensions, delivery conditions, and observed consumer behavior were recorded. The information was systematized through a qualitative-interpretive analysis. Significant differences were identified in prices and marketing methods, noting that conventional bags ranged in price from $1.00 to $17.50 MXN, while those labeled as eco-friendly or reusable ranged from $3.00 to $25.00 MXN. Replacing free bags with paid alternatives eliminated an operating cost and generated a new potential revenue stream. Furthermore, commercial practices based on environmental attributes were observed without sufficient information on reuse or environmental performance. It is concluded that the analyzed transition presents a relevant economic dimension and characteristics consistent with greenwashing; therefore, the environmental effectiveness of these policies should be evaluated using verifiable indicators of reduced consumption and increased bag reuse.