Towards a plastic-less planet. Gender and individual responsibility predict the effect of imagery nudges about marine (micro)plastic pollution on R-behavior intentions

Emerging microplastics (MP) pollution is one of the biggest threats for the oceans today. Consumers could reduce MP pollution adopting R-behaviors such as reducing consumption of plastic, refusing products with MP, replacing them for green products, and recycling. Here we tested the efficiency of online nudges (images and short messages) for promoting MP-conscious behavior in Spain (n = 671). The perceived level of environmental responsibility and the willingness to adopt R-behaviors were measured. Messages about seafood with MP and plastic-polluted marine environment were more efficient than images of animals killed by plastics. Feeling responsible for MP pollution predicted R-behavior intention. Women would adopt more R-behaviors than men, while men were more sensitive than females to the proposed nudges. Raising the sense of environmental responsibility would be priority in education campaigns. For different cultural sensitivities to animal suffering, evoking environmental health instead of threats to wildlife would be generally recommended.