Reducing single-use plastics among Orthodox communities
Behavioral intervention to reduce single-use plastics among Ultra-Orthodox women in Israel
Partners
Federmann School of Public Policy, The Hebrew University of Jerusalem, Ultra-Orthodox community leaders and facilitators. funded by the Environment and Sustainability Research Center, the Open University of Israel
Collaborators
Lashomra Association
The Problem
Ultra-Orthodox households in Israel consume single-use plastic (SUP) at rates far above their population share—about 27% of national SUP usage, despite comprising only 9% of the population.
This high usage stems from practical, economic, and cultural factors: large families, limited dishwasher access, and kosher kitchen practices. Moreover, environmental messaging is often less persuasive in this group.
Government campaigns and taxation policies have had limited and short-term impact, and are sometimes perceived as discriminatory. A new approach is needed—one that is behaviorally informed, culturally sensitive, and built in collaboration with the community.
Our Approach
We address this challenge through a culturally sensitive, behaviorally informed approach that empowers individuals to make sustainable choices without pressure or judgment.
Drawing on behavioral science principles such as goal-setting, pre-commitment, and value alignment, we developed a set of personalized “green nudges” adapted to the ultra-Orthodox lifestyle.
Our focus is on making the desired behavior—reducing single-use plastic consumption—easier, more meaningful, and more aligned with participants’ daily routines, values, and health concerns.
Rather than relying on information alone, we integrate behavioral tools into real-life community settings, building trust and internal motivation for long-term change.
Behavioral Solutions
We design and test behavioral tools that promote change not through enforcement, but by creating conditions that support voluntary, self-driven action.
These tools are informed by behavioral economics and tailored to the social and cultural norms of the target audience.
Our findings provide insight into which messages and formats are most effective in promoting sustainable habits within conservative communities, and how these can be integrated into future community-based environmental interventions.
By demonstrating how small shifts in framing and delivery can lead to meaningful behavioral change, we aim to offer scalable solutions that support long-term impact.
Results and Impact
Our approach demonstrates that culturally adapted behavioral interventions can drive meaningful change even in contexts where traditional environmental messaging falls short.
By fostering personal commitment, practical relevance, and intrinsic motivation, the intervention led to a measurable reduction in single-use plastic consumption in daily life.
These insights offer a scalable model that complements policy measures and supports long-term, sustainable change in underserved or hard-to-reach communities.