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Plastic-Free July: An Experimental Study of Limiting and Promoting Factors in Encouraging a Reduction of Single-Use Plastic Consumption

Author

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  • Lea Marie Heidbreder

    (Interdisciplinary Research Group for Environmental Studies, University of Koblenz-Landau, 76829 Landau, Germany)

  • Julia Steinhorst

    (Institute of Advanced Sustainable Studies, 14467 Potsdam, Germany)

  • Manfred Schmitt

    (Personality, Psychological Assessment, and Psychological Methods, Department of Psychology, University of Koblenz-Landau, 76829 Landau, Germany)

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.

Suggested Citation

  • Lea Marie Heidbreder & Julia Steinhorst & Manfred Schmitt, 2020. "Plastic-Free July: An Experimental Study of Limiting and Promoting Factors in Encouraging a Reduction of Single-Use Plastic Consumption," Sustainability, MDPI, vol. 12(11), pages 1-23, June.
  • Handle: RePEc:gam:jsusta:v:12:y:2020:i:11:p:4698-:d:369126
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    2. Chih-Cheng Chen & Raditia Yudistira Sujanto & Tat-Dat Bui & Ming-Lang Tseng, 2023. "Sustainable recyclate packaging in Indonesian food and beverage industry: a hybrid decision-making analysis in consumption stages," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(3), pages 2053-2089, June.
    3. Luca Piero Vecchio & Alexia Del Greco, 2023. "Game-Based Solutions and the Plastic Problem: A Systematic Review," Sustainability, MDPI, vol. 15(6), pages 1-33, March.
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    5. Berend Barkela & Kristen Werling & Signe Elisa Filler & Lea Marie Heidbreder, 2021. "Fasting Plastic—The Role of Media Reports in a ‘Window of Opportunity’ to Reduce Plastic Consumption," Sustainability, MDPI, vol. 13(21), pages 1-15, October.
    6. Alessia Cavaliere & Silvia Pigliafreddo & Elisa De Marchi & Alessandro Banterle, 2020. "Do Consumers Really Want to Reduce Plastic Usage? Exploring the Determinants of Plastic Avoidance in Food-Related Consumption Decisions," Sustainability, MDPI, vol. 12(22), pages 1-15, November.
    7. Khalid Mehmood & Fauzia Jabeen & Shilpa Iyanna & Hui Zhang & Patrice Piccardi & Nagendra Singh Nehra, 2024. "Exploring drivers of behavioral willingness to reduce plastic consumption and socially responsible consumption behavior: A stimulus–organism–behavior–consequence paradigm based environmental managemen," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(4), pages 3098-3118, July.
    8. Marko M. Skoric & Nan Zhang & Juma Kasadha & Chun Hong Tse & Jing Liu, 2022. "Reducing the Use of Disposable Plastics through Public Engagement Campaigns: An Experimental Study of the Effectiveness of Message Appeals, Modalities, and Sources," IJERPH, MDPI, vol. 19(14), pages 1-20, July.
    9. Novoradovskaya, Elizaveta & Mullan, Barbara & Hasking, Penelope, 2023. "Acceptability of a behaviour change intervention aimed at increasing the use of a reusable hot drink cup," Evaluation and Program Planning, Elsevier, vol. 97(C).
    10. Adel Nasser Badawi & Tarek Sayed Adelazim Ahmed & Eid Kaadan Alotaibi & Ihab Saad Abbas & Ehab Rabee Ali & Eman Sarhan M. Shaker, 2024. "The Role of Awareness of Consequences in Predicting the Local Tourists’ Plastic Waste Reduction Behavioral Intention: The Extension of Planned Behavior Theory," Sustainability, MDPI, vol. 16(1), pages 1-22, January.
    11. Britta Frommeyer & Julia Koch & Carla Scagnetti & Manuel Lorenz & Gerhard Schewe, 2024. "Recycled or reusable: A multi‐method assessment of eco‐friendly packaging in online retail," Journal of Industrial Ecology, Yale University, vol. 28(1), pages 100-115, February.
    12. Maria Zunally Rapada & Derrick Ethelbhert Yu & Krista Danielle Yu, 2021. "Do Social Media Posts Influence Consumption Behavior towards Plastic Pollution?," Sustainability, MDPI, vol. 13(22), pages 1-18, November.

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