The pervasive use of single-use plastics has become a critical environmental challenge, necessitating a comprehensive understanding of the factors that drive individuals to avoid these materials. This study leverages the Theory of Normative Social Behavior (TNSB) to explore how social norms and perceived barriers shape intentions to eschew single-use plastics. Utilizing a survey of a representative sample, we examine the impact of descriptive norms on behavioral intentions, moderated by injunctive norms, outcome expectations (both perceived and social benefits), group identity, and behavioral identity. Our findings affirm the TNSB framework, with group identity showing no significant impact. Additionally, we investigate the roles of self-efficacy and anticipated costs as perceived barriers moderating the relationship, both of which were found to be significant. These results underscore the importance of enhancing self-efficacy and reducing anticipated costs to minimize perceived barriers and foster sustainable behaviors. This research provides valuable insights for designing interventions aimed at reducing single-use plastic consumption by leveraging social norms and addressing perceived barriers.
As an observer of the Intergovernmental Negotiating Committee (INC) process on “Ending Plastic Pollution: Towards an International Legally Binding Instrument,” and having participated in three sessions, this presentation also highlights key experiences from the negotiations and critically examines the reasons why a global plastics treaty has not yet been finalized.