Choose to reuse! The effect of action-close reminders on pro-environmental behavior

In this study, we examine whether reminders are able to overcome limited attention and effectively promote pro-environmental behavior. We conducted a natural field experiment with customers of a Swiss agricultural association that delivers weekly food boxes with vegetables in plastic bags. Treated customers received weekly reminders highlighting the option to return the plastic bags for reuse. Reminders were provided either as a flyer added to the food box or as a sticker directly attached to one of the plastic bags. We find that the flyer and sticker reminders are similarly effective in reducing plastic waste during the intervention period. Importantly, customers are most likely to return those plastic bags marked with an action-close sticker reminder that raises attention at the time of the desired behavioral change. This study provides insights into the attentional mechanisms underlying reminder effects and highlights action-closeness as an opportunity to effectively implement reminders in practice.