Fig. 1 | Nature Communications

Fig. 1

From: Motivating actions to mitigate plastic pollution

Fig. 1

The graph on the left a shows the pricing model in neoclassical economic theory where the quantity demanded of a normal good (X) has a negative relationship with its price (P). If X’s price increases from PA to PB, the quantity demanded of X will decrease from XA to XB. The diagram on the right b shows how behavioural costs and benefits may affect demand. The green area in the circle indicates the behavioural benefits of reducing plastic pollution for consumers, government, industries, and scientists, respectively. The square represents the constraints of behavioural costs. The arrows outside of the square indicate that actions (to mitigate plastic pollution) can be motivated either by increasing behavioural benefits or by decreasing the behavioural costs of the stakeholders

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