The Theory of Planned Behaviour by Ajzen may also explain the trend of plastic packaging waste. The theory explains that behavioural intention precedes attitude, subjective norms, and perceived behavioural control. According to Ipsos, Singaporeans have some form of environmental attitudes that support the reduction of plastic packaging waste: 78% of Singaporeans recognized that their behavior impacts the environment. A similar proportion agreed that excessive plastics are a problem.
However, our behaviour may not match our attitudes if hidden by weak social norms and a perceived lack of behavioural control. 47% of Singaporeans agreed that engaging in environmentally friendly practices is inconvenient, and only 26% were confident in interpreting recycling symbols on packaging.
Thus, with a lack of confidence in controlling our environmental behaviour, we may not carry out environmentally friendly practices.
Furthermore, environmental and recycling norms not entrenched in Singapore – environmental values and identities could have a limited effect in initiating and sustaining behavioural change. Based on Singapore’s current infrastructure and conditions, the number of recycling sessions per week can be increased by up to 20%. This is if there is a change in mindset among individuals – that they believe their behaviour can impact environmental outcomes.
Thus, knowledge of environmental issues and behaviour may be vital to initiating behavioural change instead.
Next: Affordances