The Psychology Behind Reuse: Why We Find It Difficult to Act Sustainably

Short-Term vs. Long-Term Thinking

A key reason why sustainable behavior can sometimes be difficult is our tendency to prioritize short-term convenience over long-term consequences. Although reusable options—such as those offered by the reCIRCLE network—are already readily available today, we sometimes perceive the effort involved as greater than it actually is. We humans prefer decisions that give us a small, immediate benefit rather than a larger one in the long run. Using single-use items therefore seems straightforward in the moment, while the positive effects of reusable options seem intangible. This time lag makes it difficult for our brains to consistently prioritize sustainable decisions.

Sustainability as the Easiest Option

Yet this very mechanism also presents an opportunity. After all, if convenience influences our behavior so strongly, it can also be deliberately harnessed to promote sustainable alternatives. When reusable options are offered as the default and single-use items are available only upon explicit request, decision-making behavior automatically changes. People tend to stick with default settings because it requires the least effort. That’s why we recommend that our partner businesses consciously adopt reusable options as the standard. Our system already includes over 120 restaurants that apply this principle.

Social Norms and Habits

Single-use packaging has become established over the decades and is now taken for granted by many people. Since the 1950s, a behavior has developed that, at first glance, seems simple and efficient: You use packaging, dispose it, and consider the task done. This pattern is rarely questioned because it is deeply ingrained in everyday life.

reCIRCLE as a New Habit

This sense of normalcy is changing as sustainable solutions become more visible. People are strongly influenced by their surroundings and by what they observe on a daily basis. Movements like Fridays for Future have already raised awareness and shown that change is possible. reCIRCLE builds specifically on this and makes reusable packaging visible in everyday life. As more and more people carry the aubergine-colored BOXes with them, a new sense of normality emerges. Reusable items are no longer perceived as an exception, but as a natural part of everyday life.

So make a conscious choice for reCIRCLE. Norm Change. World Change.

Further reading: Steg, L., & Vlek, C. (2009). Encouraging pro-environmental behavior: An integrative review and research agenda. Journal of Environmental Psychology, 29(3), 309–317. https://www.sciencedirect.com/science/article/abs/pii/S0272494408000959