Modeling sustainable consumption: integrating social networks, awareness, and the extended TPB to reduce single-use plastic tableware

The widespread use of single-use plastic tableware (SUPT) poses environmental and health risks, highlighting the need for effective interventions to reduce consumption and mitigate plastic pollution. This study examines interventions to raise awareness of SUPT health and environmental impacts using a theoretical mathematical model informed by behavioral insights from a US survey and grounded in the theory of planned behavior (TPB). Consumer decision-making was simulated within four distinct theoretical social network structures (7,000 individuals each) under different intervention scenarios to evaluate their impact. An evolutionary process tracked behavioral changes over time within the social network. The findings highlight the crucial role of awareness-raising interventions in reducing SUPT consumption, with health-focused interventions being the most effective. However, their impact varies by network structure, shaping how awareness spreads and influences behavior. These results underscore the need for tailored strategies to maximize, support policy and plan to reduce plastic pollution and promote sustainable consumption.