Perceptions, preferences, and behavioral change to mitigate microplastics pollution

Synthetic microfibers represent one of the most prevalent sources of marine microplastic pollution, with much of the pollution linked to the laundering of synthetic-fiber based clothing. Many environmental pollution problems offer limited opportunities for consumers and households to play a material role in mitigating pollution; however, with new sustainable laundry technology (i.e., water filters, washing bags, laundry balls), consumers can significantly reduce their household microfiber emissions through various cost effective, low effort products. Currently, consumer adoption of such products remains low. It is well established in the behavioral science and behavioral economics literatures that informational nudges and message frames are effective tools for promoting behavioral change across several domains. Few studies exist linking nudges and microplastic-generating behaviors, and, to date, no known study applies nudges to laundering behavior in a microplastic context. This study evaluates how informational nudges and message framing affect (1) consumer's intent to purchase, willingness-to-pay, and preferences for sustainable laundry products and (2) how individuals value municipal wastewater treatment improvements to reduce microfiber pollution at the societal level, as measured by a contingent valuation question. An online survey instrument will provide subjects with varying levels of information about microplastic pollution, as well differing message frames, before assessing key intention and willingness measures for laundry products. This study provides both hypothetical product choices, based on current market options, and market-like choices. The study aims to generate evidence on how non-coercive behavioral interventions can encourage individual action and collective support for products and policies mitigating the ecological and human health effects of microfiber pollution.