The Ban On Plastic Shopping Bags In Cameroon An Exploratory Study Of .

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Volume 4, Issue 4, April – 2019International Journal of Innovative Science and Research TechnologyISSN No:-2456-2165The Ban on Plastic Shopping Bags in CameroonAn Exploratory Study of Resilience Strategies ofSubsistence MarketplacesLouis Mosake NjomoDepartment of Marketing, University of Douala (ESSEC)Abstract:- The effects of environmental degradation havestimulated steady growth in policies and measures toprotect the environment by national governmentsworldwide. In Africa, studies have shown that mostgovernments institute measures to protect theenvironment with little or no consideration of the socioecological impacts on the population. In this study, theauthor has conducted semi structured interviews with 55subsistence consumers in rural Cameroon exploring theimpacts of the ban on plastic shopping bags on thepopulation as well resilience strategies adopted by ruralCameroonians to mitigate the challenges imposed by theban. The findings provide new insights into howsubsistence marketplaces device strategies to overcomestressful situations.I.INTRODUCTIONSince the 1992 Earth Summit in Rio, the notion ofenvironmental protection has gained prominence in mostnational debates. The importance of sustainable developmentand its relationship to climate change have long beenrecognized. Policies to mitigate climate change and enhancesustainable development have received wide scholarlyattention over the years (Nozaki et al., 2017). Nevertheless,the concept lends itself to many interpretations, making thecreation and implementation of policies fraught withchallenges. Worst of all, governments are not always wellequipped to deal with the cross-cutting and long term natureof many of these challenges. A case in point is the Republicof Cameroon. Cameroon, like many countries in the worldhas placed a ban on non-biodegradable plastic shopping bagsdue to its adverse environmental impacts. Plastic bags aresaid to make streets and roads untidy and clog rivers andseas. Thus, besides being an eyesore, it is a serious threat towildlife. In addition, plastic bags are made using energy andnon-renewable resources such as oil which are said to berelatively unfriendly to the environment (Salifou, 2012). Theban on non-biodegradable plastic shopping bags has taken aheavy toll on the subsistence economy of Cameroon.Consumers and sellers of non-biodegradable plastic shoppingbags are expected to comply with the new regulationprohibiting the use of non-biodegradable plastic shoppingbags and encouraging the use of thicker, more durablerecyclable bags (Nforngua, 2014). The degree of theIJISRT19AP376perturbations caused by the ban has compelled subsistencemarketplaces in Cameroon to create coping mechanisms. Sofar, policies in place have failed to match the urgency of thechallenges faced by the subsistence economy.It is important to highlight that environmental policiesand their linkages with both social and economic policies aregenerally less well understood by most AfricanGovernments, including Cameroon. These linkages need tobe strengthened to support sustainable development. Studieshave predominately focused on setting and not implementingpolicies to protect the climate system against human inducedchange. In addition, the impact of sustainable developmentpolicies on the subsistence economy has largely been ignored(Putri et al., 2013)The current study was conducted in Ekondo Titi, asubsistence community in the South West Region ofCameroon. The work was guided by three fundamentalresearch questions: Firstly, what are the impacts of the banon plastic shopping bags on the subsistence economy ofEkondo Titi? Secondly, how do the people of Ekondo Titicope with the ban on plastic shopping bags? Thirdly, whatlessons does this offer for the formulation andimplementation of effective public policy in subsistencemarketplaces? The goal of the study was not only to enhancethe conceptual understanding of how subsistencemarketplaces cope with perturbations but also to provide newpractical directions for creation and implementation tplaces.After conducting and analyzing the content of 55 indepth interviews of buyers and sellers the study concludesthat Despite emphasis on sustainable development, transitionto sustainable living in subsistence marketplaces remainsa major challenge faced by Governments. The changes imposed by sustainable development policiesare largely ignored by Governments during creation andimplementation of the policies. Policy makers must integrate resilience in sustainabledevelopment. This requires that policymakers shouldn’tonly understand the nature of subsistence marketplaceswww.ijisrt.com475

Volume 4, Issue 4, April – 2019International Journal of Innovative Science and Research TechnologyISSN No:-2456-2165but should equally posses the skills required to navigatesubsistence marketplaces. Failure to integrate resilience measures in sustainabledevelopment policies in subsistence marketplacescompels subsistence consumers and entrepreneurs toadopt mechanisms to manage the disruptions caused bysustainable development. Marketers are yet to acknowledge and understand thatmarketing exchanges in subsistence marketplaces are outof the settings of the formal economy, hence marketersrequire a deeper understanding of the characteristics ofsubsistence marketplacesThe discussion presented in this report highlights theimportance of a number of cross-cutting elements to guidepolicies towards sustainable development. These include: thekey role played by national governments in establishing andpromoting strategies for sustainable development, thechallenges faced by governments in implementingsustainable development policies, the importance of thesubsistence economy in sustainable development, the role ofeducation and community participation in enforcingsustainable development, the advancements in resiliencethinking (particularly related to the risk of abrupt changesand transformations) and the advantages of applyingresilience thinking in governance and management.The paper is organized in the following manner. First,the author presents a review of subsistence marketplaces,sustainable development and other relevant literature usefulin building the platform of the study. Next the researcherpresents the methodology of the research and the presentationof the findings of the study which consists of insights ofinterviews with people living in subsistence. The studyconcludes with a discussion of the findings and theimplications of the findings for public policy pertaining tosustainable development and marketing in subsistencemarketplaces.II.LITERATURE REVIEWA. The Subsistence MarketplacesBefore defining subsistence marketplaces, it isimperative to have an understanding of the two wordsseparately “The term ‘subsistence’ emphasizes the qualitativenature of life circumstances wherein the ability to meet basicneeds is chronologically under threat”. The term‘marketplaces’ is defined from the perspective of individualsand communities in subsistence contexts (Venugopal andViswanathan, 2016). A subsistence marketplace refers toindividuals and entrepreneurs or buyers and sellers whostruggle on a daily basis to fulfill their basic needs. Thisindividuals and households in subsistence settings are facedwith different levels of resources constraints which imposeindividual shortcomings in marketplace proficiency.Consequently, most constituents of subsistence marketplacesIJISRT19AP376live in substandard houses with little or no education, earningvery low incomes and lacking basic necessities like water,electricity, sanitation and health care (Gau et al., 2012). Inthe subsistence economy, most purchases are unplanned.Goods are bought in small quantities mostly from peoplewith existing favourable relationships. Most people in theeconomy are also involved in small businesses on a dailybasis as a means to sustain themselves and family. They arecalled subsistence entrepreneurs. They do business for thesole purpose of economic survival. They mobilize all theresources at their disposal such as family, social networks,local knowledge and prior informal business experience tocreate ventures to meet their survival needs. Most businessesinvolve selling surplus produce from farms, food and otheritems purchased in bulk and resold through door-to doorsales, in-front of homes or in an open market setting. Dailyearnings are used to care for basic family needs such as food,shelter, education, medication, payment of small loans andmore items to sell (Viswanathan & Rosa, 2007). Thus, in thesubsistence economy, consumption and entrepreneurship arefundamentally intertwined. A key characteristic ofsubsistence marketplaces is the interactions that existbetween consumers and small business owners. AccordingVenugopal and Viswanathan (2016) there is the existence ofa pervasive and highly social one-to one relationship amonginterdependent consumers and sellers in subsistence settings.Contrary to developed economies, buyers and sellers insubsistence marketplaces are bound by trust, interdependenceand shared norms and empathy. They rely on preexistingsocial ties (ie., transaction with someone they know orsomeone referred to by someone they know). As a result theyenjoy benefits such as information acquisition, creditapproval, customer retention, security and a sense ofcommunity (Viswanathan et al., 2012). Interactions insubsistence marketplaces are exchange oriented. Exchangesare not only limited to buying and selling. Studies(Wiswanathan et al., 2014; Wiswanathan et Rosa, 2017) havereported that exchange of goods also take place in theresolution of conflicts. According to Viswanathan et al.(2014) the one-to-one interactional styles of subsistencemarketplaces play a very important role in helping membersof the community to cope with the consumption challengesimposed by the severe economic and socio-cognitiveconstraints. A study by Viswanathan et al. (2016) examinedthe role of leadership in subsistence marketplaces. Leadersplay an intermediary role between the community andoutside entities. They have a broad knowledge of how thecommunity would react to issues that fit their lifestyle andthose that do not. Subsistence marketplaces trust theirleaders. They strongly believe in their ability to lead them.Weidner et al., (2010) maintain that regardless of their lowlevel literacy and numeracy and absence of economic,physicaland technological resources,subsistencemarketplaces are best characterized as thriving environmentsrich in emotional, social and cognitive capabilities. Weidneret al., equally maintain that despite the material andpsychological challenges suffered by the subsistencewww.ijisrt.com476

Volume 4, Issue 4, April – 2019International Journal of Innovative Science and Research TechnologyISSN No:-2456-2165economy, they often employ intricate coping strategies tocater to their limitations. This is contrary to current businessthinking that buyers and sellers who lack literary andnumeracy skills cannot function in the marketplace or mustfunction inefficiently (Viswanathan et al. 2009). Research(Viswanathan et al., 2014; Viswanathan et al 2012;Chrishnamachcharyulu & Ramakrishma, 2011) shows thatsubsistence marketplaces are poised to become a drivingforce in the 21st century economic business. Not only are theworld’s poor an important market in their own right, butsome two billion subsistence consumers are transiting fromrural subsistence to urban consumer lifestyles in the span of ageneration.B. Product packaging in subsistence marketplacesProduct packaging is an incredible feature insubsistence marketplaces. The packaging sector is verydynamic. It has undergone immense transformations over theyears with the technologies better than before, taking theplace of old ones. Agricultural products account for over75% of packaging in subsistence markets (Nerlita et al.,2014).In developed marketplaces most products areprocessed and packaged at the point of origin. There is alsoan increasing concern for goods to be packaged in retailfriendly forms. On the contrary, in subsistence marketplaces,packaging is predominantly done at the point of purchasesince most products are sold in their original forms or in verysmall quantities. Packaging in subsistence markets isrelatively flexible offering ready-to-eat packages for cereals,tubers, snack foods, fish, vegetables and meats (Carin, 2013).It is important to note that less than two decades agopackaging materials in subsistence marketplaces inCameroon and most parts of Africa were relatively friendlyto the environment. Biodegradable materials such as leavesand papers were mostly used. However challenges such asinsufficient supply due to high demand, fragility, scarcity,and small sizes (inability to carry large quantities of goods)opened doors for the introduction of plastic shopping bags.Plastic shopping bags have incredibly facilitated transactionsin subsistence marketplaces in Cameroon. Apart from beingreadily available in various sizes, they are also durable andconvenient. In addition, the packaging industry hasexperienced tremendous growth employing thousands ofpeople trading in plastic shopping bags either as wholesalersor retailers (Mulango 2014).C. Sustainable Development in Subsistence Marketplaces Overview of the concept of Sustainable DevelopmentThe topic of sustainable development has becomeincreasingly important, considered a solution for globalpoverty eradication. As a general concept, sustainabledevelopment encompasses three fundamental approaches:economic, environmental, and social developments, whichare interrelated and complementary (Otiman et al., 2013).Although the essence of the concept of sustainableIJISRT19AP376development is clear enough, the exact interpretation anddefinition have caused strong discussions. There is no singleunanimous approach to “sustainable development”.Numerous interpretations of the concept have surfaced inliterature due to a variety of scopes and characteristic ofdifferent protection programs and different types ofcommunities and institutions (Cai et al., 2009). Nevertheless,it is not within the scope of this paper to discuss the differentinterpretations of the concept of sustainable development.For the purpose of this study, the researcher adopts theBrundtland commission’s (1987) definition of sustainabledevelopment. It postulates that sustainable development isthe kind of development, which satisfies the current needswithout endangering the future generations to satisfy theirown. This definition of sustainable development is the mostfrequently cited and seems to be more exhaustive than themajority of others. The essence of Brundtland’s statement isfair distribution of natural resources both among differentgenerations and among the present generation of people fromthe first, the second, and the third world and finding apositive consensus between the environmental, social andeconomic dimensions of the environment (Hellen, 1999).Thus, according to Dantong (2015) sustainable developmentis not about a choice between environmental protection andsocial progress, but rather more than striving for economicand social development that would be compatible withenvironmental protection. An important element in thisdefinition is the focus on the satisfaction of human needs.Though majority of scholars accept the BrundtlandCommission’s definition of sustainable development, Strangeand Barley (2008) maintain that it does not provide any moredetailed explanations of what sustainable development mayrequire in practice and what actions should be taken.According to Strange and Barley, it has been formulatedmore as a universally agreed moral principle and in manycases it is more imagined than practically applicable. In theopinion of Amiolemen et al. (2012) sustainable developmentneeds technical, organizational and institutional change andinnovation to become a reality. Policy creation and implementation in SubsistenceMarketplacesJust as there are numerous interpretations of the conceptof sustainable development so too many policies have beencreated and implemented to enhance sustainable developmentin subsistence marketplaces. Development policy refers to allpolitical, economic and social measures taken by a donorcountry to achieve sustainable improvements in livingconditions in developing and transition countries. Policiesspecifically aimed at securing sustained economic growth, ahealthy environment or inclusive social developments areimportant in their own right for sustainable development(Misilu et al., 1999). Governments have importantresponsibilities in promoting sustainable development.However most sustainable development policies especially indeveloping countries have so far failed to match the urgencyfor sustainable living conditions. This gap reflects bothwww.ijisrt.com477

Volume 4, Issue 4, April – 2019International Journal of Innovative Science and Research TechnologyISSN No:-2456-2165knowledge and implementation problems. Lack ofknowledge often accounts for the difficulties in valuingexternal effects, or in decisions about the supply of publicgoods. In many areas enough information is already availableto serve as the basis for policies but action remainsinadequate (Weston et al., 2014). Policies and measures toprotect the climate against human induced change should beappropriate to the specific conditions of each country andshould be integrated with national development programstaking into account that economic development is essentialfor adopting measures to address climate change (Young,2005). Concerns about the short-term consequences ofpolicies to protect the environment on the distribution ofhousehold income (i.e. the possibility they maydisproportionately affect those with lower income), onemployment (in particular when employment losses arelocally concentrated), and on the competitiveness ofindividual firms and sectors, have surfaced in many studies.According to Dehkordy et al., (2013) Governments are notalways well-equipped to deal with the cross-cutting and longterm nature of many of the changes caused by sustainabledevelopment policies. Abioro & Adefeso (2016) maintainthat one of the main development policy challenges is how tocoordinate all sub-policy areas into a coherent whole. Theability to detect problems and emergencies, identify risks andreduce uncertainties on the possible impacts of policies areamong the key challenges facing the policymaking process(Hussien et al., 2017). According to Hussien et al., (2017)development policy interventions only make sense if theysatisfy the criterion of sustainability. Hussien et al. haveargued that sustainable development policies shouldspecifically aim at securing sustained economic growth, ahealthy environment or an inclusive social development.Kamakia et al. (2017) remarked that a comprehensivestrategy is needed to overcome the policy challenges ofsustainable development. Those responsible for creating,implementing and enforcing policies are required to make adecision about ill-defined problems occurring in rapidlychanging and complex environments characterized byuncertainty and conflicting strategic interests among multipleinvolved parties. According to Osama & Aron (2017)Governments need to create a policy environment thatprovides the right signals to its citizens to support nationaland private initiatives in an appropriate manner. Suchpolicies testify to an on-going concern about current needsand future prospects, even if this concern is not alwaysphrased in sustainable development terms. Kamakia et al.(2017) have reported that implementing policies in practicethat promote sustainable development requires the stronginvolvement of both economic and other policy communities,as well as ongoing efforts to build bridges amongcommunities. They equally argue that Governments need toshow leadership. In particular, they need to make their policytool-kit more market-oriented, more integrative, and moreinclusive. Progress also requires a focused agenda, withspecial priority given to areas where the risks of nonsustainable patterns of development are highest – such asIJISRT19AP376climate change and the management of other naturalresources. Viswanathan et al. (2012) have argued that mostpolicies aimed to enhance consumer welfare and economicdevelopment in subsistence marketplaces largely do notconsider the everyday realities that the people face. Theauthors recommend that policy makers should carry out aninvestigation of direct exchange settings and theirimplications for business settings. A study by Nozaki et al(2017) revealed that policies and measures to protect theclimate against human induced change should aim atminimizing their economic cost. This will require ensuringthat the costs of each extra resource spent are equal across therange of possible interventions. Cost-effectiveness allows theminimization of aggregate costs and the setting of moreambitious targets in the future. Similarly, Negin’s (2017)study argues that policies should secure regeneration – i.e.renewable resources should be used efficiently and their useshould not be permitted to exceed their long term rates ofnatural regeneration. Negin equally argues that the differinglevels of resilience of the population and their carryingcapacity should be considered. Thus policies need to adapt tochanging circumstances and should be continuously underreview. The Swedish Government Commission onSustainable Development (2017) has explored thefundamental role played by nature as the life support base forhuman well-being and societal development. TheCommission maintains that nature provides individualhouseholds, communities, societies and the globalcommunity with resilience to deal with social andenvironmental shocks, including securing a sustained flow ofcritical ecosystem services. Hence, it is in the self-interest ofpeople to account for and nurture this capacity therebyenhancing the likelihood of a continued prosperous socialand economic development. A study by Uphoff, (2013) hasreported that development programmes should be based onan analysis of the vulnerabilities and capacities of the peopleinvolved. This approach helps people help themselves bybuilding upon their existing resources, strengths and skills.Cohen and Garette’s (2015) study looked at the participationof the community in development programmes. Cohen andGarette argue that the participation of people at the locallevel in meeting the challenge of sustainable developmenthas the great merit of providing a mechanism for taking intoconsideration local conditions and social issues at every stageof the planning process. According to Cohen and Garette(2015) development plans that do not have the support ofthose affected rarely succeed. Similarly, Jamal et al. (2014)maintain that a participatory community developmentapproach to sustainable development starts with anassessment of the level of rural sustainable development ofspecific areas in the community and finding explanations fordifferent levels. This will enable effective and efficientallocation of resources. Burton (2006) argues that organizedgroups in civil society can also play a role in identifying keychallenges and in facilitating adaptation. According to Burtonorganized groups provide consumers with information aboutthe environmental characteristics of the goods and serviceswww.ijisrt.com478

Volume 4, Issue 4, April – 2019International Journal of Innovative Science and Research TechnologyISSN No:-2456-2165they buy, they make them aware of the consequences of theirdecisions, and facilitate change in consumption patterns.According to Cochran & Malone (2005) Governments needto create a policy environment that provides the right signalsto innovators and users of technology processes, bothdomestically and internationally; to fund basic research; tosupport private initiatives in an appropriate manner; toprovide permanent incentives to innovate and diffusetechnologies that support sustainable development objectives;and to raise awareness of climate change, its impacts, costsand the benefits of policy actions, through information anddialogue with the communities and sectors most affected, soas to facilitate the transition to new forms of work andconsumption. Thus according to Cochran and MaloneGovernments have an important responsibility in setting upthe conditions necessary to encourage changes in behaviourthat favour sustainable development, and in providing accessto the information needed for effective participation. Moregenerally, Anderson, (2003) argues that environmentalsustainability can only be achieved within a broaddevelopment strategy, encompassing sustained economicgrowth, financial solvency, institutional development,improved governance, effective investment in education andhealth, and poverty reduction. Alessandro’s (2010) study hasexplored the importance of economic growth to sustainabledevelopment. Alessandro argues that the interaction betweeneconomic growth and the natural environment that supports itlies at the core of sustainable development. According toAlessandro, economic growth contributes to higher levels ofhuman well-being, and provides the resources to address arange of environmental objectives. In addition, businessescan play an important role in adopting and diffusingsustainable practices and in many instances appears to beahead of governments in implementation. On the other hand,Singh (2018) argues that social considerations are equallyvery important in the pursuit of sustainable development.Singh reports that social policy should be motivated byconcerns about equity and the social externalities of poverty,unemployment, inadequate skills and ill health. Thus the roleplayed by Government to set the conditions necessary forsustainable behaviour cannot be overemphasized. Not onlyshould policies consider the social and economic conditionsof subsistence marketplaces, policy makers and practitionersshould be equipped with the knowledge and skills to navigatesubsistence marketplaces. In addition policies should bereviewed constantly and integrated into the nationaldevelopment plan. Finally the participation of the communityin the design and implementation should be given utmostconsideration. Resilience in Sustainable DevelopmentThe theory of resilience dates back to the 17th century.Resilience was first introduced in ecological research byHolling (1973). Today the concept has quickly become afundamental notion in ecology and one of the most debatedconcepts across disciplines. According to Holling (1973)resilience determines the persistence of relationships within aIJISRT19AP376system and is a measure of the ability of these systems toabsorb changes of state variable, driving variables, andparameters and still persist. Similarly, Bonano (2005)maintains that resilience of an ecosystem is a measure of“the speed of which the variables return towards theirequilibrium from a perturbation”. According to theAustralian Multilateral Assessment (AMA) (2012) the UnitedNations International Strategy for Disaster Reduction(UN/ISDR) has recognized the pertinence of resilience indealing with natural hazards and disaster management. AMAuncovers that, to the United Nations, resilience means thecapacity of a system, community or society to resist or tochange in order that it may obtain an acceptable level infunctioning and structure. This is determined by the degree towhich the social system is capable of organizing itself andthe ability to increase its capacity for learning and adaptation,including the capacity to recover from a disaster. In theirstudy ‘A typology of Resilience: Rethinking Institutions forSustainable Development’ Handmer and Dovers (1996)devised a typology of resilience based on the institutions thatgovern the interaction of systems. Handmer and Doversargue that at the core of sustainability is the ability of systemsboth human and natural to cope with the uncertaintysurrounding change - a characteristic of a system known asresilience. Handmer and Dovers remark that in essence,resilience as it pertains to sustainability relates to how asystem copes with major perturbations to its operatingenvironment. In Folke’s (2006) opinion, these perturbationsare adversive circumstances that threaten the well-being orfunctioning of an individual, community or society ororganization. They may include external environmentalperturbations such as earthquake, flood, fire and extremeheat. In the context of this study, perturbations refer to thenegative impacts of sustainable development policies.Alliance (2000) argues that negative impacts of developmentare stressful not only for individuals experiencing personalloss but also for the community at large. Masten (2001)remarks that the impacts of stressors are not necessarilylimited to physical environmental changes but may alsoinvolve loss of significant relationships, financial stress,negative neigbourhood characteristics or social threats.Development literature argues that a system needsadaptive capacities to engender resilience or counteract astress. Adaptive capacities are the characteristicscommunities have that affect their ability to identify,mobilize and address stresses or shocks. It also includesacquisition and use of transferable knowledge, skills, systemsand resources that affect community and individual levelchanges (Luthar, 2006). According to Luthar adaptivecapacity includes the ability of a system to adjust tochallenges of development, to moderate potential damages, totake advantage of opportunities or cope with theconsequences. In Daniel and Ortmann’s (2011) opinion, acoping strategy focuses on individuals’ taking control of therelationship between them and the stressor by evaluatingoptions, seeking information and taking control of thewww.ijisrt.com479

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constraints. A study by Viswanathan et al. (2016) examined the role of leadership in subsistence marketplaces. Leaders play an intermediary role between the community and outside entities. They have a broad knowledge of how the community would react to issues that fit their lifestyle and those that do not.

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