Back to Reusables: A Behavioral Model for Reducing Single-Use Plastics in Organizations

Israel ranks among the top ten countries in per-capita use of single-use tableware, generating about 13 billion pieces of waste annually. Past regulatory measures, such as taxes, proved temporary – once removed, old habits quickly returned.

This post introduces a behavioral policy approach based on the COM-B model – Capability, Opportunity, and Motivation – as a tool for diagnosing and addressing the root causes of persistent single-use habits. The model helps organizations map physical and psychological abilities, social and infrastructural opportunities, and both reflective and automatic motivations that shape behavior.

By applying COM-B in four diverse organizations, tailored interventions – ranging from removing single-use items from offices to strengthening social norms for reusables – achieved measurable reductions. The research shows that real change requires more than awareness campaigns; it demands targeted, evidence-based strategies that work within each organization’s unique context.

Ultimately, the path to sustainability is not just about providing alternatives, but about reshaping the habits, environments, and motivations that drive everyday choices.

To read the full article, visit our Hebrew main blog