POLICY FRAMING AND SPILLOVER EFFECTS OF MANDATORY PLASTIC CHARGES

Anindya Fairuz Zahidah, Bayu Sutikno, S.E.,M.S.M., Ph.D.; Tur Nastiti, M.Si., Ph.D.

2026 | Skripsi | MANAJEMEN

Penelitian ini menguji pengaruh pembingkaian kebijakan (policy framing) terhadap niat individu untuk mengurangi penggunaan plastik yang tidak secara langsung menjadi sasaran kebijakan (spillover effect). Penelitian menggunakan eksperimen daring between-subjects dengan 134 partisipan yang secara acak ditempatkan ke dalam tiga kondisi: pembingkaian lingkungan, pembingkaian finansial, dan kontrol tanpa pungutan. Setelah membaca skenario yang diberikan, partisipan diminta menilai niat mereka untuk mengurangi penggunaan plastik pada produk lain. Hasil menunjukkan bahwa pembingkaian lingkungan menghasilkan niat pengurangan penggunaan plastik yang lebih tinggi dibandingkan pembingkaian finansial maupun kondisi kontrol. Sementara itu, tidak terdapat perbedaan yang signifikan antara pembingkaian finansial dan kondisi kontrol. Temuan ini menunjukkan bahwa efek spillover lebih kuat ketika pungutan plastik dibingkai sebagai upaya perlindungan lingkungan daripada sebagai biaya finansial.

Although the goal of plastic charges is to decrease the use of single-use plastic, they may also have an impact on other plastic-related behaviors. This study examines whether policy framing moderates spillover effects and whether a plastic container charge influences untargeted plastic-saving intention. In an online between-subjects experiment (N = 134), participants were randomly assigned to read a vignette describing an environmentally framed charge, a financially framed charge, or a no-charge control condition. The participants then stated that they intended to use less plastic in other areas, such as bottles, straws, and packaging. Intentions were highest under environmental framing (M = 6.32, SD = 0.47) and substantially higher than both financial framing (M = 5.07, SD = 0.73) and the no- charge control (M = 5.17, SD = 0.92), according to a one-way ANOVA. Financial framing did not differ from the no-charge control. Overall, the findings suggest that spillover effects are strongest when plastic charges are framed as environmental protection rather than a financial cost.

Kata Kunci : plastic charge, policy framing, spillover effects, plastic reduction intention, environmental framing, financial framing, single-use plastics.