Restricted Access

Reason: Restricted by author. A copy can be supplied under Section 51(2) of the Australian Copyright Act 1968 by submitting a document delivery request through your library, or by emailing

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

posted on 06.05.2021, 06:15 authored by KIMBERLEY ANN BORG
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.


Campus location


Principal supervisor

Joanne Maree Lindsay

Additional supervisor 1

Jim Curtis

Year of Award



Doctor of Philosophy

Degree Type


Department, School or Centre

Monash Sustainable Development Institute


Monash Sustainability Institute