Drawing on Subjective Knowledge and Information Receptivity to Examine an Environmental Sustainability Policy: Insights from the UK's Bag Charge Policy

Drawing on the notions of subjective knowledge (what someone thinks he/she knows about a topic) and receptivity (someone's ability, inclination, willingness to take in information, ideas, impressions or suggestions), we extend knowledge-attitudes-practice (KAP) model within an environmental sustainability policy (ESP) context: UK's single-use bag charge policy, specifically. Based cross-sectional survey with 568 British participants, illustrate key role objective for ESP compliance/behavioural intentions, whilst is information receptivity. The need different marketing tactics promote ‘policy products’ sustainable success illustrated by identifying three distinct segments: Knowledgeable Compliant (first comply, maintain receptivity); Unknowledgeable But (need reduce knowledge); Unknowledgeable, Non-compliant, but Receptive most). Contributing current future making, this paper provides multiple avenues research.