At the 2026 International Association for Society and Natural Resources (IASNR) Conference, Michael Batame delivered an oral presentation titled Exploring United States Consumers’ Plastic Use Impact Perceptions and Knowledge: An Audience Segmentation Analysis.
The purpose of this study was to apply audience segmentation to knowledge gap theory to identify the characteristics of the general public within the U.S. with low levels of knowledge and perceptions of the impacts of plastic use, using a survey of 1,235 U.S. adults. Using two-step hierarchical and K-means clustering analyses, five distinct audience groups were identified based on their levels of knowledge and perceptions of the impacts of plastic use.
The findings revealed that the Uninformed Optimist segment had limited knowledge despite expressing concern about the impact of plastic use, suggesting this group would benefit most from targeted environmental communication. The study highlights the importance of tailoring science communication strategies to specific audiences rather than relying on one-size-fits-all messaging to encourage sustainable behaviors.
Michael also presented a poster titled Examining Consumers’ Emotional Drivers of Plant Pot Choices. This study examined how consumers’ emotional reactions (pride and guilt) to purchasing plants in plastic pots versus plastic-alternative pots were influenced by their environmental self-identity, self-awareness, and demographic characteristics. A national survey of 1,235 U.S. consumers investigated how environmental self-identity, self-awareness, and demographic characteristics influence feelings of guilt and pride toward sustainable horticultural products.
The findings revealed that consumers experienced significantly greater pride when purchasing plants grown in plastic-alternative pots than guilt when purchasing plants in plastic pots. Sex, age, self-awareness, and political ideology were significant predictors. Furthermore, environmental self-identity was a consistent predictor of these emotional responses, suggesting that communication strategies emphasizing positive emotions (pride) may be more effective than guilt-based appeals in encouraging sustainable purchasing decisions.
These works were supported by the U.S. Department of Agriculture Agricultural Research Service (USDA ARS) through a Cooperative Agreement.
