Coles, a major Australian supermarket chain, on Wednesday reversed its decision to ban single-use plastic bags after its customers complained, a move that bucked a global trend to reduce plastic bag waste and prompted a social media backlash against the company.

Both Woolworths and Coles, which collectively hold a 61 percent share of the Australian grocery market, had agreed to introduce reusable plastic bags by July 1 this year to coincide with state-led bans on single-use bags.

The reusable bags, which cost customers 15 Australian cents (11 U.S. cents), are more durable and were meant to give people an alternative to single-use plastic bags. But many customers complained about having to pony up the money, prompting what some have called “bag rage.”