Reducing Plastic Pollution Using Norms Perspective: Integration of Moral Position and Place Attachment

Abstract

Plastic pollution is a widespread problem around the world. However, the problem is more severe and ever increasing in developing countries. The literature suggests that the majority of the work and the solutions that have been proposed to address plastic littering have been undertaken in developed countries. Thus, there is a need to explore the problem in developing countries to better understand the issue and to develop context-specific solutions. We explored the norms perspective using ‘The Focus Theory of Normative Conduct’, individual ethical position and place attachment factors. Interviews were conducted in Pakistan with 16 people who were recently at a beach at which there was a large amount of plastic litter. Results showed that people are influenced by the pro-littering social norms of their friends and neighbours. However, people with strong anti-littering personal norms are not influenced by pro-littering social norms. We also found that people have varying moral position, and their lack of attachment with the public place also influences their littering behaviour. Moreover, people believe that other people litter due to lack of education and awareness, lack of garbage bins and a general level of carelessness. Future research needs to focus on activating an individual's idealist moral position and an individuals' attachment with the place to enhance the activation of anti-littering personal norms which will help reduce littering behaviour. Further still, government needs to set up campaigns at public places to create awareness among people about the impact of littering, and government also needs to improve the effectiveness and efficiency of waste management. Businesses can also play a role by providing waste bins which may be used as a source of promoting their support for reducing litter.

Citation

Chaudhary, A.H., Polonsky, M.J. and McClaren, N. (2023), "Reducing Plastic Pollution Using Norms Perspective: Integration of Moral Position and Place Attachment", Crowther, D. and Quoquab, F. (Ed.) Socially Responsible Plastic (Developments in Corporate Governance and Responsibility, Vol. 19), Emerald Publishing Limited, Leeds, pp. 123-149. https://doi.org/10.1108/S2043-052320230000019008