(Un)intended spillovers of green government policies: The case of plastic regulations

Jenny Doorn (), Hans Risselada (), Stephanie M. Rizio () and Mengfei Ye ()
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Jenny Doorn: University of Groningen
Hans Risselada: University of Groningen
Stephanie M. Rizio: University of Groningen
Mengfei Ye: University of Groningen

Journal of the Academy of Marketing Science, 2025, vol. 53, issue 2, No 9, 490-512

Abstract: Abstract Governments enact various regulations to decrease the use of plastic. This raises the question of whether the effectiveness of such measures is restricted to the realm of the plastic products being regulated, or whether and how it ‘spills over’ on to the use of other plastic products. Leveraging scanner and survey data across 22 countries, the authors show that a ban or a charge on plastic bags strengthens descriptive social norms to avoid plastic, which in turn curbs the purchasing and use of plastic bottles, as well as of other plastics. Yet there is also a dark side to charging consumers for plastic bags, as a negative cueing effect can lower concerns about plastic pollution and make consumers less vigilant about their use of other plastic products. Taken together, this research shows that government regulation aimed at changing small common behaviors potentially has a much larger impact via spillover effects.

Keywords: Plastic pollution; Sustainable retailing; Pro-environmental attitudes; Descriptive social norms (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s11747-024-01041-w

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