Abstract
To tackle the problems of plastic pollution in the environment, the reduction of plastic consumption plays a major role. To initiate behavior changes in consumption patterns, the content and time point of interventions are key factors. Furthermore, current studies have outlined the effect of role models on others’ behavior. Thus, this paper investigates the impact of role models in media reports on efficacy beliefs and consumption behavior using an intervention. Two online studies with quoted samples, in the fasting period Lent (Study 1: n = 656) and a random period (Study 2: n = 947), were conducted. Both studies included two measurement points to investigate the change in plastic consumption over time. In study 1 (during the Lent period), participants were divided into one experimental group that viewed a media report including information on the plastic problem and role-model-like behavior for reducing plastic consumption and one control group that viewed a media report including only information on the plastic problem. In study 2 (during a random period), an additional control group was added where participants did not view a media report at all. Results revealed that a decrease in plastic consumption during the fasting period could be found; however, a decrease in plastic consumption outside of the fasting period could not be found. Media reports that addressed plastic pollution and role models avoiding plastic had no relevant impact on participants’ efficacy beliefs or plastic consumption intention or behavior.
Highlights
Study 1: Plastic Consumption during Lent In Study 1, we investigated if Lent can be a ‘window of opportunity’ in which people tackle plastic pollution by reducing plastic packaging consumption
Post-hoc comparisons showed a reduction of single-use plastic usage during Lent in both groups: participants who watched a media report about plastic pollution problem (Mt1 = 3.31, Mt2 = 3.10, ∆t1-t2 = 0.21, p < 0.001) and participants who watched the extended version including role models who reduced their plastic consumption
Study 2: Plastic Consumption in a Control Period In Study 1, we investigated if Lent can be a ‘window of opportunity’ in which people tackle the plastic pollution problem by reducing plastic packaging consumption
Summary
Habits can be extremely difficult to break in order to change one’s behavior, and interventions aimed at sustainability should succeed in motivating people to overthink and change their habits [1]. One positive determinant of pro-environmental behavior in this context is fasting periods, such as Lent. These periods can be used as a ‘window of opportunity’, in which habitual behavior tends to be reconsidered and is more likely to change than at an arbitrary period in time [2]. Other important factors for people considering behavioral change are efficacy beliefs towards carrying out a behavior (i.e., capability to perform a behavior) and information they receive about the reasons and possible ways to change behavior [3]
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