Fasting Plastic—The Role of Media Reports in a ‘Window of Opportunity’ to Reduce Plastic Consumption

To tackle the problems of plastic pollution in the environment, the reduction of plastic consumption plays a major role. To initiate behavior changes in consumption patterns, the content and time point of interventions are key factors. Furthermore, current studies have outlined the effect of role models on others’ behavior. Thus, this paper investigates the impact of role models in media reports on efficacy beliefs and consumption behavior using an intervention. Two online studies with quoted samples, in the fasting period Lent (Study 1: n = 656) and a random period (Study 2: n = 947), were conducted. Both studies included two measurement points to investigate the change in plastic consumption over time. In study 1 (during the Lent period), participants were divided into one experimental group that viewed a media report including information on the plastic problem and role-model-like behavior for reducing plastic consumption and one control group that viewed a media report including only information on the plastic problem. In study 2 (during a random period), an additional control group was added where participants did not view a media report at all. Results revealed that a decrease in plastic consumption during the fasting period could be found; however, a decrease in plastic consumption outside of the fasting period could not be found. Media reports that addressed plastic pollution and role models avoiding plastic had no relevant impact on participants’ efficacy beliefs or plastic consumption intention or behavior.