Sustainability-focused behavioural shift necessary to reduce consumption of plastic
Photo: iStock In our contemporary lives, plastic is now everywhere; however, the qualities that make it so beneficial, like durability, are also the ones that lead to environmental issues. Due to our “disposable” way of life, about 50 per cent of plastic is only used once before being discarded.
Up to 12 million tonnes of plastic enter our oceans annually, the equivalent of one garbage truck every minute, according to estimates by global campaigning network Greenpeace. Plastic is like an umbrella that covers various aspects of our everyday existence across numerous domains. It has entered all streams of our lives, from agricultural to medical to industrial applications. We find ourselves immersed in the ocean of plastics, an inescapable reality.
The omnipresent material has permeated human minds due to its influence, which extends far beyond its physical attributes, thus shaping the choices and behaviours of consumers. Marketing tactics, packaging aesthetics, and product design interact intricately and have a significant impact on customer behaviour in the investigation of the psychology of plastic use.
Packaging is one of the areas that greatly contributes to the use of plastics and single-use plastics being ubiquitous now. The first consideration is whether the plastic packaging is visually appealing. The way a brand image is formed makes it stand out.
As a result, it contributes to perception creation. This is what determines the popularity differences between two brands.
Colour psychology is used in plastic packaging design, keeping in mind how certain colours can evoke expectations and emotions in the purchaser. Manufacturers of goods are aware that a product can only attain its full potential when it is used by consumers in the way that the producer intended.
People’s association with the brand logo is a close link, which puts a shadow on how and what the brands are delivering in terms of sustainability. The actual psychology of plastic consumption is complex and the influence of brands is just one aspect.
Next comes the convenience factor of plastic, a quality utilised to its full potential by manufacturers. Since long, the plastic packaging ability to maintain products fresh and hygienic has reassured consumers and driven its usage in the market. And the fact that alternatives to food packaging on an economic scale are still not available mostly leaves people with no choice but to ultimately buy the item wrapped in plastic film.
Limiting the use and purchase of plastics by consumers is an example of pro-environmental behaviour (PEB), which is a voluntary action intended to support environmental conservation and / or preservation.
The degree to which people refrain from purchasing single-use plastic drinking straws, foods with multiple plastic packaging and single-use plastic eating utensils can depend on their level of concern about plastic, knowledge of plastic’s effects and value placed on third parties’ commitment to addressing plastic’s environmental impact. These single-use plastic items are currently the main sources of plastic leakage in the environment.
The market trends interlinked with impulsive buying behaviours due to fear of missing out were seen very commonly in the new generation, stated an article in the Journal of Retailing and Consumer Services.
India being a youth dominated country, these upcoming trends are not just restricted to fashion but any other commodity. The rapid growth of social media influence, particularly post COVID-19 has triggered people to buy things that they might not use or find suitable enough, a recent study in the United States indicated.
Peer pressure and social comparisons impact consumer choices, ultimately leading them to indulge in plastic consumption. Also, the rise in social media platforms has been associated with an increase in compulsive buying behaviours. Findings from Dorn and Stöckli indicated that social pressure does bring about changes in consumption.
Sustainable plastics consumption behaviour
Social norms have undergone significant transformations during the past six decades. We are presently encouraged to consume, as it propels the economy forward and enhances our individual status. But this has a cost with the increasing rate of plastic material being built up in the environment.
There are five stages of behavioural readiness: Pre-contemplation (consumers are still not thinking about changing behaviour); contemplation (consumers are seriously considering change); preparation (consumers have tried to alter behaviour, and are considering trying again); action (change has occurred); and maintenance (change has been maintained).
A simplified representation of the actual psychology of plastic consumption, influenced by multitude of factors
The ability of storytelling to emotionally engage customers with the lifecycle of plastic items, from conception to disposal, a necessary component of environmental awareness of plastic, is a likely outcome. Power in marketing can have both positive and negative impacts.
Studies in psychology have highlighted the role of individual altruism and recognised individual love for nature and healthy organic lifestyles as habits for possible PEB drivers. The majority of prior research on PEBs concentrated on environmental awareness and found that it is positively correlated with the level of PEB participation.
The terms “objective knowledge” and “subjective knowledge” are frequently used when discussing the role that knowledge plays in influencing conduct. The former reveals how well a person understands the particulars of a certain issue properly and objectively, whereas the latter shows how much she or he believes or knows about that subject.
A few causes of our lack of action motivation are the absence of a personal link to the problem, as in “I do not directly dump plastic waste into the ocean.” The second is the lack of a sudden change, as it takes time for the environmental accumulation of plastic garbage.
The third argument has to do with moral decay. We won’t take action if we don’t witness or are unmoved by images of seabirds with stomachs stuffed with trash made of plastic. Finally, there is the issue of promptness. Are we still impacted by plastic waste?
So knowledge is the first step, but education alone cannot ensure that behavioural change will happen. Following which, the physical attributes of the material should be designed so that it is easier to choose the environmental option.
Some of this will rely on suppliers and retailers rethinking how they offer their products. Minimising packaging, making it from easy-to-recycle or compostable materials and clear labelling on how and where to recycle all help. Scientific research, technological innovation, and legislation all have a particular role here.
A sustainability-focused behavioural shift may be facilitated by policy initiatives aimed at raising consumer concern about the effects of plastic contamination. As a maximum percentage of people owe it to brands to help them lead a more sustainable lifestyle, it’s inevitable for sustainable brands to pop up. Altering habits is critical to environmental protection.
Source: Sustainability and Consumer Behaviour Report 2022, Deloitte United Kingdom
Mittali Tyagi is PhD Scholar and research assistant at Department of Biotechnology, Faculty of Engineering & Technology, Manav Rachna International Institute of Research and Studies
Views expressed are the author’s own and don’t necessarily reflect those of Down To Earth
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