A belief that individual actions do make meaningful difference are among the common factors that motivate people to voluntarily reduce their consumption of single-use plastics (SUP), a Griffith University study has discovered.
The study found individuals who strongly identified with environmental protection, received positive social reinforcement, set clear goals, and believed their actions would make a meaningful difference, were significantly more likely to engage in SUP reduction behaviours.
Excessive use of SUP tableware, including items such as plastic takeaway containers, cutlery and straws, continues to contribute to the global waste crisis.
The study aimed to discover the potential barriers and enablers of SUP tableware reduction behaviour.
Co-author of the study and Social Marketing @ Griffith Director Professor Sharyn Rundle Thiele said while governments around the world were focused on bans and levies, voluntary behaviour change remained an untapped solution to addressing SUP consumption.
“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,” Professor Rundle-Thiele said.
“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.
“Some examples of capability include knowledge of alternatives, the ability to plan ahead, and the development of sustainable habits.
“Opportunity referred to the presence of alternatives, and supportive social norms which included encouragement from social networks and being a part of environments that enabled and reinforced sustainable practices.”
The study applied the COM-B (Capability, Opportunity, Motivation—Behaviour) behavioural model to examine the full spectrum of barriers and enablers that affected an individual’s ability and motivation to reduce SUP consumption.
The COM-B model accounted for 70 per cent of the motivational factors associated with SUP tableware reduction.
The study showed successful SUP reduction interventions needed to go beyond traditional education and policy approaches to incorporate capability and opportunity.
“This research provides a valuable framework for developing targeted interventions that bridge the gap between environmental attitudes and actual behaviour,” Professor Rundle-Thiele said.
“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.”
Published in the Sustainable Futures journal, ‘Driving voluntary reduction of single-use plastic consumption: Capability, opportunity, and motivation’ was a collaboration between The Hong Kong Polytechnic University, University of Reading, Technical University of Berlin and Griffith University.
The study was among the first to offer a nuanced understanding of human behaviour in environmental contexts.
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Sharyn Rundle-Thiele
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