Exploring the role of media in turning the social tide on plastic avoidance

While concern about plastic pollution is high, behaviour change is still needed. However, mass media and social media can influence what we consider ‘normal’ concerning avoidance of single-use plastics. This thesis explored the relationship between media, social norms and plastic avoidance behaviours. The key findings were that: in addition to self-efficacy, perceptions about others’ plastic avoidance behaviours (descriptive social norms) are a strong predictor of our own avoidance behaviours; the relationship between media and our perceptions can be positive or negative and; mass media and social media can help support new plastic reduction policies and even encourage behaviour change.