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From Knowledge to Behaviour Change: A Mixed-Methods Evaluation of the Tide Turners Plastic Challenge in India
Summary
A youth education program in India taught young people about plastic pollution, and it worked: participants were far more likely to recycle at home (55% more) and talk to friends about environmental issues (35% more) compared to those who didn't take part. This matters because reducing plastic waste at the source helps limit the microplastics that end up in our water, food, and eventually our bodies, but the study also found that education alone isn't enough without better recycling infrastructure and equal access to resources for all communities.
Plastic pollution is a global environmental crisis which demands not only technological and policy responses but also changes in societal practices. The UN Environment Programme's Tide Turners Plastic Challenge (TTPC) addressed it by driving behaviour change through youth engagement. This mixed-methods evaluation study was conducted in India, comprised a pre–post randomised controlled trial in Delhi (n = 272) and Gujarat (n = 392), and 56 semi-structured interviews across six states, focused on the most engaged participants. TTPC participants outperformed the non-participants in personal responsibility (22%), problem recognition (23%), recycling knowledge (21%), peer environmental discussions (35%), and household recycling (55%). Qualitative results show that TTPC increased knowledge, fostered responsibility, and enabled youth-led adaptations to single-use plastics. However, structural barriers persisted, including inadequate waste infrastructure, limited digital access, economic constraints, and social exclusion. Voluntary behaviour change initiatives require a combination of motivational engagement and investment in enabling infrastructure to sustain impact.