Epsilon Archive for Student Projects

Abstract

This study investigates how the perception of behavioral costs influences Taiwanese citizens’ willingness to engage in plastic reduction behaviors (PRB). Through a mixed-methods of both qualitative and quantitative approach combining semi-structured interviews (n=8) and a questionnaire survey (n=323). The study identifies key dimensions of perceived costs: time, financial, convenience, and hidden factors, including psychological and social burden. While the semi-structured provides a micro-level and details of plastic-using habits, the survey provides an overview perception that could support the results.

The thesis runs through the policies implemented in past decades to give a glimpse of the current progress of reducing plastic waste from the perspective of governments. Moreover, it also discusses the unique dining-out culture in depth to provide contextual understanding of Taiwan and highlight the urgency of the issue.

Findings show that the three dimensions have an impact on the willingness to a different degree. Moreover, it also concluded that while PRB is generally considered affordable, habit formation and intertwined factors, which are deeply rooted in socio-cultural background, still create significant psychological barriers.

The study concludes that addressing the knowing-doing gap requires policy interventions. In particular, working on reducing subjective perceived costs through restructuring the external environment and forming a new habit pattern.