I do the shopping of fruits and vegetables at the same small store run by a Tajik family. All the berries are packaged in plastic containers like this (and the rest of fruits and vegetables in the countless plastic bags) which come "for free":
What have I gotten in return besides a good feeling of doing something good for the environment? Discounts on every shopping I do there plus selection of the freshest stuff (the seller guys have become much more helpful and started to treat me with more special care "Do not take these tomatoes, let me pick better ones for you"). So, every time I go there I not only get a little bit less costly shopping, but also fresh selection - which means less potential waste and less need for an additional shopping.
Environmental behaviour can result in a win-win-win situation (for the seller, for the buyer and for the environment!