The role of social marketing and sustainable tourism in reducing plastic pollution

Social marketing is increasingly used to address some environmental management issues but there is little evidence of its specific application to reducing environmental pollution such as from waste plastic products. Activity relating to plastic rubbish reduction has been restricted to information-based programmes, with no evidence of resultant behavioural impacts. We review the magnitude of the problems caused by plastic pollution for the environment, particularly for wildlife. We then review the behaviour change strategy options available including demarketing and ways in which social marketing techniques could be used to influence both plastic purchase and disposal. We highlight the potential contribution sustainable tourism could make as a conduit to move people from awareness to sustained behaviour change.