Beyond Awareness: Identifying psychological barriers to sustainable plastic management in developing contexts

The global plastic waste crisis disproportionately affects developing countries, where traditional infrastructure-focused and awareness-based interventions have proven insufficient. While psychological barriers significantly influence environmental behaviors, limited research examines these mechanisms in developing contexts where cultural values and structural constraints create unique behavioral landscapes. This study addresses a critical gap by identifying and categorizing psychological barriers to sustainable plastic management in Ghana, moving beyond Western-derived behavioral models to develop culturally grounded frameworks applicable to similar developing contexts. Using a convergent parallel mixed-methods design, the study surveyed 400 participants across Ghana's diverse residential contexts and conducted 40 in-depth interviews. Psychological constructs (cultural values, peer influence, household norms, government policy perceptions, convenience factors) were measured using culturally adapted instruments, with qualitative analysis revealing barrier categories and manifestation patterns. Three distinct barrier categories emerged: social-normative barriers (28.5 %), structural-practical barriers (27.0 %), and knowledge-attitudinal barriers (22.8 %). Psychological constructs showed weak inter-correlations (all r < 0.06), indicating distinct rather than overlapping influence pathways. Cultural values (M = 3.28/5) and household norms (M = 3.24/5) demonstrated the strongest positive influence on sustainable behaviors, while government policy perceptions (M = 2.27/5) represented significant barriers despite a negative correlation with improper disposal (r = -0.31, p < 0.01). Findings advance behavioral intervention literature by demonstrating context-specific manifestations of universal psychological mechanisms, enabling targeted intervention design through audience segmentation rather than generic awareness approaches. The barrier typology provides practical guidance for policymakers developing culturally sensitive waste management initiatives across developing contexts.