Measuring the Long-Term Effectiveness of a Compulsory Approach to Behaviour Change

Abstract

This research looked into the effectiveness of a campaign at the Universiti Sains Malaysia for a compulsory ban on disposable plastics. Although there was high awareness of the ‘Say No to Plastic Bags- bags campaign, and moderate compliance on campus, we wondered whether a compulsory approach would maintain the desired behaviours off campus and over time. We surveyed a sample of 300 first-year students and conducted in-depth interviews after two years with eight students who were involved in the earlier survey. The impacts of the campaign were moderate based on the level of knowledge, attitude and practice of the students. The compulsory approach caused a minimal level of cognitive dissonance, inconsistent practice outside the campus and the possibility of discontinuation of practice in the long run, but the differences were not significant. Based on the follow-up interviews, the study concludes that knowledge alone is insufficient to motivate long-term behaviours. More important to maintain behaviour change is a strong positive attitude towards the issue and continuous sup-port from family and friends.