Social dynamics of domestic precycling: The influence of intra-group processes on packaging waste prevention during a HomeLab

Abstract

The prevention and reduction of packaging waste through behavioural and systemic change has been set as a global goal. To understand the underlying processes that may explain behavioural change toward precycling, we used a multi-method approach that sheds light on the group processes unfolding during a living lab in private homes (called HomeLabs) aimed at promoting domestic precycling behaviour. First, we analysed data from questionnaires (n = 69 participants) and from packaging diaries (n = 38 households) to identify relationships between group processes and precycling. We show that overall Household Social Cohesion (HSC), and especially the cooperation dimension, plays a significant role in precycling. On this basis, we analysed qualitative interviews from 16 households, showing that the three HSC dimensions, namely cooperation, champion and disagreement, are closely inter-related. Furthermore, we identified five types of precycling champions who influence precycling in household groups by actively stimulating social dynamics, such as through incentives, and by playing a mitigating role in conflict situations. Our results illustrate that cooperating toward a group goal and having group members take on responsibility impact the success of precycling initiatives. Given our findings, we delineate practical implications for addressing group-level processes in interventions for transitioning to a low-waste society.