Decoding the Meendum Manjappai (Back to the Yellow Bag) Campaign: A Qualitative Study on its Strategic, Cultural and Public Dimensions in Curbing Single-Use Plastics

IJEP 46(9): 890-899 : Vol. 46 Issue 9 (September 2026)

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D. Divya Prabha*

PSG College of Arts and Science, Department of Management Sciences, Coimbatore – 641 014, Tamil Nadu, India

Abstract

The growing use of single-use plastics (SUPs) poses a serious environmental threat, particularly in developing countries. In response, the Government of India banned selected SUP items and the Tamil Nadu Government launched the Meendum Manjappai (back to the yellow bag) campaign to curb single-use plastics and promote eco-friendly alternatives, especially the culturally symbolic yellow cloth bag. This qualitative study examines the campaign’s cultural relevance, strategic planning, implementation challenges and public engagement. Data from semi-structured interviews with government officials involved in the campaign reveal that it effectively leveraged cultural identity and nostalgia to promote behavioural change, particularly among younger generations. However, challenges included limited awareness in urban slums, inconsistent follow-through by local vendors and resistance to behaviour change. Overall, the campaign created awareness and sparked conversations, but it requires sustained engagement and better access to alternatives to ensure deeper public compliance.

Keywords

Meendum Manjappai (back to the yellow bag) campaign, Single use plastics, Community engagement, Behaviour change

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