The limitations of current plastic pollution measures
Despite numerous initiatives to combat plastic pollution in Norway, a comprehensive study from the Norwegian University of Science and Technology reveals that only a handful of approaches will lead to substantial environmental improvement. With millions of tons of plastic entering marine ecosystems annually, researchers are seeking solutions that address the problem at its source rather than merely cleaning up the consequences.
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Moving beyond cleanup to systemic change
“The solutions we have today mostly concern cleanup after we’re done with the plastic,” explains Natalya Amirova, Ph.D. research fellow at NTNU’s Department of Psychology. “We sort, we recycle and we pick up plastic on the shore. But what about approaches that completely change the way we produce and consume plastic?” Amirova is part of an interdisciplinary team working to identify the main sources and solutions for plastic pollution in Norwegian marine and coastal areas.
Project coordinator Siv Marina Flø Grimstad, associate professor at the NTNU School of International Business in Ålesund, emphasizes the urgency: “Marine plastic litter is a huge problem for the marine ecosystem. So far, we lack good solutions to stop this flow of plastic going astray into our oceans.”
Comprehensive analysis of 52 Norwegian measures
The research team examined more than 50 measures implemented in Norway since the 1980s, ranging from practical interventions to overarching policy approaches. These included annual beach clean-ups, collecting abandoned fishing gear from the seabed, removing microplastics from wastewater, and using degradable materials in fishing equipment. The study also evaluated information campaigns, source sorting initiatives, and digital mapping services that track lost fishing equipment.
Published in PLOS Sustainability and Transformation, the research revealed a critical pattern: most current approaches rely on recycling, cleaning beaches, removing microplastics and using alternative materials without addressing the fundamental causes of pollution.
Only three measures enable profound change
Among the 52 measures analyzed, researchers identified only three capable of creating meaningful systemic transformation:
- The municipal network KIMO (the International Organization of Local Authorities)
- The Government’s strategy for a circular economy
- International Ocean Panel
These approaches share a common emphasis on pro-social and pro-ecological values that prioritize environmental protection, human welfare, and community wellbeing. The circular economy strategy specifically focuses on ecological sustainability, while the Ocean Panel promotes responsible ocean management.
The psychology of value systems and environmental behavior
Amirova’s research highlights how different value systems influence environmental decision-making. “Societal materialistic values include financial success, status and economic growth. At the other end of the value spectrum, we have intrinsic values, such as social equality, environmental and human health and well-being,” she explains.
Research indicates that exposure to materialistic values leads people to prioritize behaviors associated with those values while opting out of actions that benefit society and the environment. American psychologist Tim Kasser’s work suggests that societal changes can only occur when decision-makers at different levels are exposed to and act in accordance with pro-social and pro-ecological values rather than materialistic goals.
Environmental messaging and public perception
The way we communicate about marine environments significantly impacts public behavior and policy decisions. “Today, social media in particular, with news and advertisements, helps determine how we behave on a daily basis. This also applies to how we view the sea,” Amirova notes.
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She contrasts different environmental messaging approaches: “A news story that describes the ocean as the world’s seventh largest economy gives us a materialistic view. But the ocean is not just about money—it also contributes to our physical and mental health. There are social and ecological values associated with the ocean that we should prioritize in decision-making.”
Practical recommendations for systemic change
The study proposes several concrete approaches to strengthen the potential for meaningful environmental transformation:
Replace economic indicators with ocean health metrics: “This would allow authorities to assess measures based on water quality, biodiversity and other indicators, rather than prioritizing economic indicators,” Amirova suggests.
Establish clear goals and timelines: Researchers recommend setting specific targets for plastic waste reduction early in the plastics value chain, combined with increased support for grassroots initiatives and small-scale businesses working to avoid or reduce plastic production.
Support zero-waste initiatives: “By supporting local initiatives and small businesses that have a ‘zero waste’ profile, you can increase their presence in relation to large companies. This can not only reduce plastic consumption but also support local communities,” Amirova explains.
The Sweet Spot project: Interdisciplinary solutions
This research is part of the broader Sweet Spot project, an interdisciplinary collaboration to identify the most important sources and hotspots of plastic pollution in Norwegian waters. The project combines machine learning, artificial intelligence, laboratory analyses, behavioral psychology, supply chain management, and business model innovation.
Six doctoral positions are associated with the project, developing new methods to detect and manage marine litter through autonomous vehicles, calculating plastic degradation rates, and analyzing microplastic pollution in beach sand. The project also includes organizational network analysis in plastic-based fishing gear value chains and developing new business models for manufacturers.
The urgent need for behavioral and systemic transformation
Grimstad emphasizes the critical importance of this research direction: “If we are to have any hope of improving the situation and avoiding having more plastic than fish in the world’s oceans by 2050, as many predict, we must have a change of attitude all the way down to the individual level. This in turn has to lead to behavioral changes.”
The researchers propose reducing “profit-based advertising” in favor of “non-profit” environmental messages and promoting less materialistic societies with more circular lifestyles. This approach aligns with broader environmental initiatives that recognize the interconnectedness of human behavior, economic systems, and ecological health, similar to how digital platforms are addressing mental health, how technology projects are promoting openness, and how scientific research is uncovering environmental indicators.
The comprehensive analysis demonstrates that solving marine plastic pollution requires fundamental changes to both production and consumption patterns, moving beyond cleanup efforts to address the psychological, economic, and systemic drivers of environmental degradation.
