Abstract
To tackle the plastic problem, the worldwide campaign ‘Plastic Free July’ aims at encouraging people to reduce single-use plastics during the month of July. To get people started with new behavior patterns, so-called ‘windows of opportunity’—periods where people become open for new experiences—are expected to matter. Therefore, the current study evaluated if an arbitrary month that is framed as an opportunity for change can interrupt people in their daily routines and reduce plastic consumption. An online survey (n = 509) with repeated measures (n = 366) was conducted including one experimental and one control group. The experimental group was invited to reduce their single-use plastic consumption during July in line with the ‘Plastic Free July’ campaign. Results revealed that, in this action period, single-use plastic consumption was slightly but significantly lower in the experimental than in the control group, which did not receive any information about ‘Plastic Free July’. The campaign seemed to be more effective for participants with low pro-environmental identity. Path analysis revealed that plastic consumption (prior to the intervention) was significantly predicted by perceived difficulty, habits, and pro-environmental identity. Policy support was predicted by problem awareness, pro-environmental identity and perceived barriers. We conclude with recommendations for plastic-free purchase and policy support.
Highlights
In our affluent western society, we are facing an era of overconsumption [1], which is defined as the ‘excessive use of goods and services’ [2] (p. 28)
This study analyzed if people reduce their single-use plastic consumption when the month of July is presented as an action month for behavior change in plastic purchase
The intervention was more effective for participants with low pro-environmental identity, as group differences for plastic consumption in July were only found among participants with low pro-environmental identity
Summary
In our affluent western society, we are facing an era of overconsumption [1], which is defined as the ‘excessive use of goods and services’ [2] (p. 28). Consumers can experience almost endless autonomy in shopping facilities, since a wide range of products are available to them. This range of products comes at the cost of huge environmental challenges along the whole product chain, from an intensive use of resources in the production process to waste from products that are no longer used. These side effects of overconsumption have increased citizens’ awareness about plastic pollution as a predominant concern in the current debate of global environmental issues. We provide an overview of the study we performed for testing the hypotheses
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
