ProblemAnnually, over 9 million tonnes of plastic are dumped into the world's oceans. This is a major transboundary social and environmental problem. Five countries are responsible for 60% of this waste: China, Indonesia, the Philippines, Thailand, and Vietnam. Although Thailand is one of the five worst global culprits for plastic pollution, too little is known about the prevailing norms, attitudes and behaviors that contribute toward this problem.
ApproachAs part of its efforts to decrease single-use plastics consumption among the public, Greenpeace Thailand contracted Love Frankie to conduct a national study to assess current attitudes and behaviours of the public toward responsible consumerism. Love Frankie’s mixed method approach uncovered the emotional triggers, attitudes, and barriers to action to inform a campaign to encourage Thai people to consume less plastic.
ImpactEmploying a series of focus group discussions as well as a nationally representative survey, the study identified a strong appetite for consumer-led changes (aside from corporate and governance reform); a need to shift the conversation from ‘better waste disposal’ to ‘less consumption’; a need to communicate easy day-to-day changes that can have a big impact; and key audience segments with an appetite to shift their behaviour and likelihood to recommend/ influence changes to others. Overall, our insight and recommendations will be used to inform communication and campaign strategies that will achieve the greatest impact for Greenpeace Thailand’s single-use plastic behaviour change campaign.
ServicesQualitative and quantitative research, campaign strategy recommendations