Health-first motivation as a demand-side strategy for pro-environmental consumption behavior: a cross-sectional...

Traditional environmental campaigns often struggle to achieve sustained behavioral shifts in reducing single-use products and their associated chemical exposure. This study examines whether sustained exposure to a health-centered social-media initiative, "Critical Mass for Healthy Consumption", is associated with reported pro-environmental consumption patterns, by prioritizing personal health impacts over ecological concerns.

Using an online survey, we compared consumer habits between community members (CM) and non-community members (NCM) across three categories: single-use cups for cold (SUCC) and hot (SUCH) beverages, and air fresheners.

CM reported significantly lower consumption of SUCC (11.4 cups/month, 95% CI: 10.5-12.3, p < 0.0001) compared to national estimates (16 cups/month). While environmental concern was high in both groups, CM rated personal health risks from chemical leaching and microplastics ingestion as their primary motivation for reduction. This divergence was most acute for air fresheners, a category lacking national environmental campaigns, where 39% of CM ceased use entirely compared to only 7% of NCM (difference: 32%, 95% CI: 23.5%-40.5%, p < 0.0001).

Our findings suggest that health-oriented communication may function as a stand-alone driver of behavior change in under-addressed product categories and that sustained health-oriented communication, enabled by digital community support and accessible alternatives, may act as an effective demand-side public health strategy to reduce chemical exposures and encourage pro-environmental behavior. Thereby, providing an empirical "Health-First" framework for integrating health-centered messaging, community-based platforms, and labeling schemes, into public health policy and education can promote safer, more sustainable consumption patterns.