Behavioural Change

Behavioural change in habits related to the use, disposal, and consumption of plastic products involves encouraging people to adopt more sustainable practices, make conscious choices, and adopt responsible behaviours to minimise plastic waste generation and promote environmentally-friendly alternatives.

The Problem

People’s behaviour, especially as consumers, plays an important role in plastic production and consumption.

The demand for convenience among consumers has contributed to a significant increase in the consumption of single-use products, which, in turn, contributes to substantial plastic consumption and pollution.

Waste prevention depends fundamentally on changes in the attitudes and behaviour of individuals and businesses, and on a transformative shift in industrial processes and product design. This refers to practical actions that reduce the quantity of materials prior to materials and products becoming waste. 

Potential Solutions

Awareness and Education: Raising awareness about the environmental impact of plastic waste and educating individuals about the benefits of reducing, reusing, and recycling plastic is essential. Informing people about the consequences of single-use plastics and providing knowledge on sustainable alternatives can help change perceptions and attitudes.


Encouraging Responsible Consumption: Promoting conscious consumer choices, such as opting for reusable products, refusing unnecessary single-use plastics, and supporting businesses that prioritize sustainable packaging, can drive behavioral change. Emphasizing the importance of considering the lifecycle of products and their environmental impact can motivate individuals to make more environmentally friendly choices.


Social Norms and Peer Influence: Leveraging the power of social norms and peer influence can drive behavioral change. Highlighting positive role models, sharing success stories, and fostering a sense of collective responsibility can motivate individuals to align their behaviors with sustainable practices.


Behavioral change is a long-term process that requires consistent efforts from various stakeholders, including governments, businesses, non-governmental organizations, and individuals. It is about creating a shift in attitudes, norms, and behaviors to promote a more sustainable and responsible approach to plastic consumption and waste management. By collectively embracing behavioral change, we can make significant strides in reducing plastic waste and preserving the environment for future generations.

Case Studies

Surat Thani Case Study
Community Generates Funds from Selling Recyclables through a Waste Bank Initiative
Plastic Waste Free School Viet Nam-1
The Plastic Waste Free School in Viet Nam
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WWF PACT
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Waste Wise Cities Challenge
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Bye Bye Plastic Bag
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Youth-Led Initiatives
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We Use
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Public Awareness
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Waste Worker Inclusion
REPORT - Attitudes and Motivations of Women in Waste
Research Assessment on the Attitudes and Motivations of Women in Waste

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