What does the public think about microplastics? Insights from an empirical analysis of mental models elicited through free associations

Microplastics are an issue of rising concern, in terms of their possible
implications for both the environment and human health. A survey was
distributed among a representative sample of the adult Norwegian population
(N = 2720) to explore the public understanding of microplastics. Respondents
were asked to report the first thing that came to mind when they read or heard
the word “microplastics,” based on which a coding scheme was developed
that served to categorize the obtained answers into thematic clusters. Results
indicate that the public seem to think of microplastics as something bad
that might pollute the ocean and harm animal species. Awareness of the
sources of microplastics appeared to be rather low, and few respondents
mentioned potential ways to solve the problem. Responses differed across
certain socio-demographic characteristics; for example, female and younger
respondents were more likely to think about the spread and causes/sources
of microplastics, whereas a higher educational level was associated positively
with thinking of ways to solve the problem. Additional analyses indicated
relationships between personal values and the identified thematic clusters;
for example, endorsing self-transcendence and openness-to-change values
was associated with thinking of ways to solve and of consequences of
microplastics. These findings are informative to those wanting to design
tailored communications and interventions aimed at reducing plastic pollution
and plastic waste.