Abstract
To tackle the global waste crisis, there is an urgent need for decisive and joint action at multiple levels. The collective behavior of a community could make a significant contribution. This paper presents the results of a field experiment designed to promote packaging waste prevention - called precycling - in a newly formed community setting, in Berlin, Germany. The aim was to examine the effect of the intervention on precycling and to examine the underlying social identity processes. Over a four-week period, 132 participants from 96 different households digitally received a combination of different interventions, that were theoretically informed by the Social Identity Model of Pro-Environmental Action (SIMPEA). Households were assigned to two intervention groups and a waiting control group. Data was collected before, immediately after and four months after the intervention to assess the impact of the intervention using multilevel models. After the intervention, the overall precycling behavior increased significantly, but not as a result of the different group conditions. In the more comprehensive intervention group, which included social interaction and behavioral experimentation, the community identification was strengthened and the reuse behavior, as a subset of precycling, increased. While a number of social identity processes (collective efficacy beliefs, having a precycling action goal, crisis appraisal, and sufficiency attitudes) were found to positively predict the precycling behavior, surprisingly, the predictive power of social norms and ingroup identification could not be confirmed. Overall, the presented community intervention promoted precycling. However, in this dynamic real-world setting, not all intervention elements worked as expected. The pitfalls and opportunities of this intervention are discussed, and ideas for translating the results into everyday precycling activities are presented.