Social norms, identity, and habits for better local environmental quality in Wales

Reducing litter to create clean attractive neighbourhoods has become a policy priority for
central and devolved governments alike.
Litter places a substantial burden on local authorities' finances, and also affects how
people feel about their community, with deprived neighbourhoods being
disproportionately affected. While litter strategies are generally based on education,
enforcement and infrastructure, these approaches may not be sufficient for behaviour
change. Research has pointed to the importance of social norms, identity, and habits for
behaviour and behaviour change.