Contemporary discussions on coral reef conservation and individual action often focus on small lifestyle changes such as reducing plastic use. However, despite best intentions, such behaviours are unlikely to curb the effects of warmer ocean temperatures and limit the occurrence of mass bleaching events.
Given this, some question whether interventions targeting “low impact” behaviours such as those related to plastic distract from wider sustainability goals, for example, mitigating climate change. However, others suggest that promoting simple behaviours may cause “behavioural spillover”, where simple behaviours influence the adoption of additional and potentially more impactful behaviours. Across two experimental surveys (target N=560 each), in the context of the Great Barrier Reef, we test whether messages targeting plastic behaviours can influence the adoption of other behaviours, such as those related to climate change (e.g., supporting renewable energy).
Analysis of preliminary data (N1= 300) suggests that messages which focus on plastic pollution are unlikely to lead to an increase in climate-related behaviours. Additionally, messages which reinforce one’s previous plastic behaviours (e.g., “You find it easy to reduce your impact”) may have negative effects. Findings suggest caution when developing plastic messaging strategies for reef conservation – carefully constructed climate messages may be more effective.