Human Behavior in Mitigation of Plastic Pollution

University of Cambridge UK scholars suggest that behavioral “rather than only economic costs and benefits [be considered] in policy intervention designs”. This stated in an October 8, 2019 study published in the journal Nature Communications. The authors note that “Policy-makers often rely on an outdated mental model of human behaviour where it is assumed that price policy alone can successfully motivate mitigation actions … Because the economic costs of many plastic products are often small, the impact of a change in price on plastic demand reduction is likely to be too modest to achieve a significant societal reduction in plastic pollution … To design more effective policy interventions, it is therefore critical to improve our theoretical understanding of behavioural incentives … We suggest that behavioural theory is a more promising candidate for helping policy makers motivate plastic mitigation actions …”