A study by Griffith University has found that encouraging people to voluntarily reduce their consumption of single-use plastics (SUP) can be more effective than legislative measures.
The research found that individuals who identified strongly with environmental protection and believed their efforts were likely to make a difference, were more likely to reduce their SUP usage, particularly if they received positive social reinforcement for doing so.
The study, which was conducted in collaboration with The Hong Kong Polytechnic University, the University of Reading, and the Technical University of Berlin, was published in the Sustainable Futures journal.
It sought to discover the potential barriers to and enablers of SUP tableware reduction behaviour. SUP typically includes items such as plastic takeaway containers, cutlery and straws, and is a major contributor to the global plastic waste crisis.
‘A big gap’
“People are increasingly willing to engage in pro-environmental purchase and consumption behaviour, but there is a big gap between what people intend to do –and what they actually do,” commented co-author of the study, Professor Sharyn Rundle-Thiele. “Our research highlighted that motivation alone does not lead to behaviour change. Individuals must also have the knowledge, skills and opportunity to act on their intentions.”
Researchers applied the COM-B (Capability, Opportunity, Motivation—Behaviour) behavioural model, to examine the barriers and enablers that affect an individuals motivation to reduce SUP consumption. As they found, successful SUP reduction initiatives need to go beyond education and policy initiatives to increase the likelihood of sustained behavioural change.
‘Valuable framework’
“This research provides a valuable framework for developing targeted interventions that bridge the gap between environmental attitudes and actual behaviour,” Professor Rundle-Thiele added.
“By incorporating behavioural insights and addressing the psychological and environmental conditions that shape consumer behaviour, policymakers, social marketers, and environmental advocates can more effectively promote sustainable practices.” Read more here.
