Narrowing the Attitude-Behavior Gap: EcoStep, a Mobile Application for Plastic Reduction Using Visualization, Gamification, and Personalization†

Plastic pollution, especially microplastics, has emerged as a serious environmental problem. However, the atti-tude-behavior gap, in which high awareness does not translate into action, has been noted as a barrier to sus-tainable consumption, and a regulation-centered approach alone appears to have difficulty driving voluntary in-dividual behavior change. In response, this study developed EcoStep, a mobile application combining visuali-zation, gamification, and personalization to help convert awareness into action, and examined its effects on practice frequency and response efficacy. Using a mixed methods design, the 20-day study drew on usage logs from 29 app users, end-of-study survey responses from 14 of them, and in-depth face-to-face interviews with 5 partic-ipants. A retrospective pre-post survey on a 5-point scale measured severity awareness, practice frequency, response efficacy, feature ratings, and intention to use. Plastic reduction was calculated through conservative conversion to prevent overestimation, and the quantitative data were analyzed using descriptive statistics. The 29 participants recorded a total plastic reduction of 7 kg. Practice frequency rose from an average of 2.29 to 3.71, narrowing the attitude-behavior gap from 1.57 to 0.14, and response efficacy from 2.86 to 3.64. Ratings of the main features were generally positive, and about 80% of participants indicated an intention to continue using and recommend the app. These results suggest that concrete, measurable feedback and motivational elements can help narrow the attitude-behavior gap, and that digital interventions can complement regulation-centered policy to support voluntary pro-environmental behavior. This study also relates to Sustainable Development Goals (SDGs) 12, 13, and 14.