After a year long immersive research in major cities of Cambodia, the research team from Quicksand developed a extensive list of insights around plastic bag usage. One of the key insights was that the local markets were using the most number of small and coloured plastic bag which is the major contributors to pollution.  The team found that changing behaviour around vegetable/fruit vendors around plastic bag usage can be one of the alternate solutions to reducing plastic bag consumption.  Using bag as main message carrier to urge consumers to use one big consolidation bag and making market vendors as key drivers of change.