This report examines the relevant literature on behaviour change, psychology and environmental issues to learn which strategies can be effective – and which might be counterproductive – when it comes to shifting people’s actions around plastic. 

The aim is to radically alter patterns of consumption and production so that Sweden becomes the world’s first fossil-fuel free welfare state. The use of plastic will play an important part in the strategy.

From the review of scholarly articles, media reports and surveys of the public, a number of recommendations emerge that can be put to use by anyone creating a campaign about plastic use.