Social dynamics of domestic precycling: The influence of intra‐group processes on packaging waste prevention during a <scp>HomeLab</scp>

Abstract The prevention and reduction of packaging waste through behavioural and systemic change has been set as a global goal. To understand the underlying processes that may explain behavioural change toward precycling, we used a multi‐method approach that sheds light on the group processes unfolding during a living lab in private homes (called HomeLabs) aimed at promoting domestic precycling behaviour. First, we analysed data from questionnaires ( n = 69 participants) and from packaging diaries ( n = 38 households) to identify relationships between group processes and precycling. We show that overall Household Social Cohesion (HSC), and especially the cooperation dimension, plays a significant role in precycling. On this basis, we analysed qualitative interviews from 16 households, showing that the three HSC dimensions, namely cooperation, champion and disagreement, are closely inter‐related. Furthermore, we identified five types of precycling champions who influence precycling in household groups by actively stimulating social dynamics, such as through incentives, and by playing a mitigating role in conflict situations. Our results illustrate that cooperating toward a group goal and having group members take on responsibility impact the success of precycling initiatives. Given our findings, we delineate practical implications for addressing group‐level processes in interventions for transitioning to a low‐waste society.