Barriers and Enablers to Buying Biodegradable and Compostable Plastic Packaging

Ayşe Lisa Allison, Fabiana Lorencatto, Susan Michie and Mark Miodownik
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Ayşe Lisa Allison: UCL Plastic Waste Innovation Hub, University College London, London WC1E 6BT, UK
Fabiana Lorencatto: UCL Centre for Behaviour Change, University College London, London WC1E 6BT, UK
Susan Michie: UCL Plastic Waste Innovation Hub, University College London, London WC1E 6BT, UK
Mark Miodownik: UCL Plastic Waste Innovation Hub, University College London, London WC1E 6BT, UK

Sustainability, 2021, vol. 13, issue 3, 1-15

Abstract: Biodegradable and compostable plastic packaging (BCPP) has the potential to reduce a global plastic waste problem. We aimed to identify influences on buying BCPP as a basis for designing strategies that enable BCPP’s environmental benefits. Using a UK-focused citizen science dataset, we thematically analysed 610 survey responses to a question exploring reasons for BCPP purchase. Themes are categorised as barriers and enablers and according to the components of the Capability, Opportunity, Motivation, and Behaviour (COM-B) model of behaviour. Key barriers concerned: psychological capability (not understanding terminology used to label packaging, not taking notice of packaging, and preferring other types of packaging and product qualities); reflective motivation (negative beliefs about BCPP’s environmental impacts and skepticism over decomposition claims), and physical opportunity (no access to appropriate waste management). Key enablers concern: reflective motivation (positive beliefs about BCPP’s environmental impact and resolve to behave pro-environmentally) and physical opportunity (access to appropriate waste management). Reducing ambiguity concerning the labels of biodegradable and compostable may reduce skepticism over environmental claims of packaging. Interventions should improve information about the source of the packaging material, how the packaging waste is processed, and how to dispose of the packaging. This will not be sufficient unless facilities for local BCPP waste collection and processing are increased.

Keywords: biodegradable plastic; compostable plastic; plastic packaging; plastic waste; behaviour change; circular economy; citizen science; COM-B; sustainability; consumer behaviour (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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