How Thoughts of Death and Self-Worth Influence Plans to Reduce Plastic Use

Greg Howard
25th March, 2025

How Thoughts of Death and Self-Worth Influence Plans to Reduce Plastic Use

Individuals with lower explicit self-esteem showed a stronger increase in attitude towards plastic reduction for future generations when exposed to mortality salience compared to those with higher explicit self-esteem, demonstrating that self-esteem moderates the psychological response to death-related environmental messaging.

Image adapted from: Chiu et al. / CC BY (Source)

Key Findings

  • Researchers in Taiwan found that reminding people about the deadly risks of microplastics makes them more likely to reduce their use of single-use plastics
  • This effect is especially strong for individuals with lower self-esteem, who become more committed to cutting down on plastic
  • Concern for the health of future generations plays a major role in linking death awareness to the intention to use less plastic
Plastic pollution, particularly from single-use plastics (SUPs), has become a pressing environmental issue worldwide. SUPs, such as disposable bags, cutlery, and water bottles, are designed for one-time use and contribute significantly to environmental degradation when not properly managed. Studies have shown that SUPs often end up in landfills, rivers, and oceans, causing harm to wildlife and ecosystems[2]. Addressing this problem requires understanding the factors that influence individuals’ intentions to reduce plastic use. A recent study conducted by researchers at the National Taiwan University of Science and Technology[1] investigates how the awareness of mortality and an individual’s self-esteem affect their attitudes and intentions toward reducing plastic use. This research integrates the Theory of Planned Behavior (TPB), which examines how attitudes, social norms, and perceived control influence behavior, with Terror Management Theory (TMT), which explores how the awareness of mortality impacts human behavior. The study involved 357 participants aged between 20 and 70, recruited online and randomly assigned to either a mortality salience (MS) condition or a control condition. In the MS condition, participants were exposed to information about the fatal health risks associated with microplastics, tiny plastic particles that pose significant threats to human health and the environment. In contrast, the control group was reminded of personal experiences of dental pain. After these exposures, participants completed questionnaires measuring their attitudes toward reducing plastic use for future generations (APRFG), perceived social norms, perceived behavioral control, and their intention to reduce plastic use. The findings revealed that mortality salience significantly enhanced participants' attitudes toward plastic reduction, their perception of social norms supporting such actions, and their sense of control over reducing plastic use. Among these factors, APRFG had the most substantial mediating effect, serving as a crucial link between mortality awareness and the intention to reduce plastic consumption. Additionally, the study found that the impact of mortality salience was more pronounced in participants with lower self-esteem, suggesting that individuals who derive less self-worth from themselves are more influenced by reminders of mortality in their environmental behaviors. These results build upon earlier research that highlights the complexity of reducing plastic pollution. For instance, a study focusing on consumer-based actions identified effective strategies such as using reusable water bottles and wooden cutlery[3]. The current research complements these findings by providing psychological insights into how consumers’ awareness and self-perception can drive the adoption of such sustainable practices. Moreover, understanding the role of self-esteem aligns with previous studies that emphasize the importance of public awareness and participation in environmental governance[4]. By linking mortality awareness with behavioral intentions, the study offers a nuanced perspective on motivating individuals to engage in plastic reduction efforts. The implications of this research are significant for policymakers and businesses aiming to decrease plastic pollution. By recognizing that mortality salience can enhance positive attitudes and intentions toward reducing plastic use, campaigns can be tailored to include information about the long-term health and environmental risks of plastics. Furthermore, targeting messages to individuals with varying levels of self-esteem could increase the effectiveness of these campaigns. For example, reinforcing self-worth and highlighting community benefits may resonate more with those who have lower self-esteem, thereby fostering greater commitment to sustainable practices. In addition to psychological approaches, practical strategies identified in previous studies, such as improving recycling systems and promoting reusable products, remain essential[2][3]. Combining these strategies with targeted psychological interventions could lead to more comprehensive solutions to the plastic pollution crisis. The study by the National Taiwan University of Science and Technology thus provides valuable insights into the behavioral drivers behind plastic reduction, offering a pathway to more effective environmental policies and consumer actions. Overall, tackling plastic pollution requires a multifaceted approach that addresses both the practical aspects of waste management and the psychological factors influencing individual behaviors. By integrating theories like TPB and TMT, the latest research advances our understanding of how to motivate meaningful change in consumers’ plastic use habits, ultimately contributing to healthier ecosystems and a more sustainable future.

EnvironmentHealthSustainability

References

Main Study

1) The impact of mortality salience and explicit self-esteem on plastic reduction intention: A moderated mediation model

Published 24th March, 2025

https://doi.org/10.1371/journal.pone.0320059

Related Studies

2) Single-use plastics: Production, usage, disposal, and adverse impacts.

https://doi.org/10.1016/j.scitotenv.2020.141772

3) Consumer-based actions to reduce plastic pollution in rivers: A multi-criteria decision analysis approach.

https://doi.org/10.1371/journal.pone.0236410

4) Public awareness of marine environmental quality and its relationship for policy support on marine waste management.

https://doi.org/10.1016/j.marpolbul.2023.115456


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