Breaking the Plastic Habit in ASEAN Countries: Project Phase II ‐ Expanding the Application of Behavioural Insights to Reduce Single-use Plastic Waste in Cities and Communities in Asia

Plastic is pervasive in modern life, making its reduction a complex societal challenge. Reducing plastic consumption will necessitate substantial shifts in societal behaviour, supported by increased public awareness of the environmental and health impacts of plastic waste. To effectively address this issue, it is crucial to understand the decision-making processes that drive plastic usage and identify strategies to promote behaviour change.

While traditional policy measures such as bans and taxes on plastics are effective in the short term, there are limits to market-based solutions.

Reducing plastic consumption involves navigating diverse cultural practices and community relationships with plastics, especially in contexts like food systems where health and convenience are key considerations. Engaging deeply with stakeholders and understanding local values and practices are essential for designing effective interventions and achieving sustainable behaviour change.

Behavioural Insights (BI), an interdisciplinary field integrating psychology, economics, and social science, offers valuable tools for understanding and influencing decision-making. Applying BI methods can complement traditional policies by addressing the deeper causes of plastic use and tailoring interventions to specific cultural and contextual factors.

IGES and the Regional Knowledge Centre for Marine Plastic Debris of ERIA have worked with four partners in ASEAN countries to apply BI in tackling single-use plastic consumption and wasting since 2022. Building on the successful outcomes of Phase I, IGES and ERIA are excited to launch Phase II of the ‘Breaking the Plastic Habit in Asia’ project, in close collaboration with Rare’s Center for Behavior & the Environment, and six pilot partners from ASEAN member states. This phase will test the effectiveness of behaviour-centred interventions to reduce single-use plastic usage and waste in ASEAN cities and communities.

This public event aimed to share the benefits, challenges, and precautions of using behavioral insights for plastic reduction in Asian cities, communities, schools, and more. It also highlighted the roles of governments, schools, businesses, and researchers in applying these insights and shared key findings and best practices with the public to promote plastic reduction.