Mental Models of the Plastic Circularity Transition

Abstract

The transition to Plastic Circularity (PC) is critical in addressing marine plastic pollution and fostering sustainable resource use. Examining individuals’ understanding of the transition, hence identifying barriers and opportunities that directly stem from public perception, offers a promising avenue to support lasting consumer engagement. To examine individuals’ cognitive understanding of the PC transition, this study explored the Mental Models (MMs) of coastal residents in Attica, Greece. Using a standardized cognitive mapping tool (M-Tool), 97 participants constructed MMs of the PC system from a fixed set of 12 concepts representing key measures and actors relevant to PC. Additionally, participants answered 5 questions related to their behavior toward PC, forming their behavior score. The study aimed to illuminate the most prominent perceived actors and measures of the PC transition, as well as how systemic perceptions relate to participants’ self-reported behavior toward PC. Results revealed that participants created complex MMs and conceived various relationships between actors and measures, suggesting an adequate capacity for systems thinking. Recycling bins, education, and the government were most frequently used as central drivers of the PC transition. Although consumers were less frequently included in the MMsthan other actors, they emerged as the most influential ones, scoring the highest strength among all other concepts. While most PC measures identified in this study’s literature review were included in participants’ MMs, policy instruments and recycling technologies were largely absent. Regression analysis supported this research hypotheses that greater MM complexity and density were significantly associated with more advanced behavior toward PC. These findings indicate that educational and policy interventions should aim to enhance the accuracy of public perceptions and emphasize actor responsibilities, particularly those of consumers. The positive correlation between MM complexity, density, and circularity behavior paves the way for deep behavioral interventions that take into account individuals’ behavior, alongside their current perception of the PC transition.