University of Georgia surveys of more than 1,000 coastal U.S. adults found that messages stressing personal, social and physical benefits motivated cleanups more than warnings about marine debris.

Environmental campaigns often rely on alarming images: beaches strewn with plastic, sea turtles tangled in fishing line, birds with stomachs full of debris. Such messages can raise awareness, but they do not always change behavior. A new study suggests a different approach may work better: telling people how helping the environment helps them.

Researchers at the University of Georgia report in the journal Environment and Behavior that messages emphasizing the personal benefits of picking up litter, such as exercise, social connection and well-being, made people more willing to take part in cleanups than messages focused on the problem of marine debris.

Surveying coastal communities

The team, led by Jennifer Gay, an associate professor in the university’s College of Public Health, conducted two surveys of more than 1,000 adults in coastal regions of the United States, from Georgia to California.

Participants were asked about their beliefs regarding litter pickup and their likelihood of doing it. The researchers then examined which kinds of benefits were most strongly connected to people’s intentions and later behavior.

The research draws on frameworks from public health, where studies of physical activity and other behaviors have long examined how people weigh expected benefits and costs. The team looked at which beliefs, such as expectations about health, social connection or the appearance of one’s community, were most closely tied to people’s plans and actions.

The co-authors included Katy Smith of UGA Marine Extension and Georgia Sea Grant; Devin Land of the UGA Archway Partnership; Gavin Cloud, a College of Public Health graduate; and Jiaying Liu and Yidi Wang of the University of California, Santa Barbara.

Exercise for some, community for others

The personal-benefit framing worked best for people who were already physically active. Those who expected a better workout or weight loss from picking up litter were more likely to add litter pickup to their outdoor activities over the following few months.

Gay pointed to the physical side of cleanups, noting that picking up litter “can have immediate physical health benefits.”

People who were less active responded more to a different set of benefits. For them, the appeal lay in community and efficiency: meeting new people, feeling a sense of belonging and pride, and seeing a more beautiful town. Gay said that “the absence of litter in your environment can build social cohesion.”

The power of positive framing

The findings fit a broader body of research in environmental psychology suggesting that fear and guilt are often weaker motivators than people expect. Messages about overwhelming global problems can leave people feeling helpless, while messages about immediate, tangible rewards can make action feel worthwhile.

Gay said the messages researchers generate “might have a broader impact if they’re positive.” Smith said the results point to new opportunities. “There is potential to engage new audiences in litter prevention,” she said, adding that cleanups can promote environmental stewardship by showing people the personal satisfaction they gain.

The approach resembles the “plogging” trend, a combination of jogging and picking up litter that began in Sweden and spread internationally, which explicitly links exercise with environmental cleanup.

Why litter matters

Litter is more than an eyesore. Plastic waste that reaches waterways and the ocean can harm marine life through entanglement and ingestion, and it breaks down into microplastics that persist for decades. Much marine debris originates on land, carried by wind, rain and rivers from streets and parking lots.

Cleanup efforts can also generate useful data. Volunteer events often record the types and quantities of litter collected, information that helps scientists and policymakers identify common sources of debris, such as cigarette butts, food wrappers and bottle caps, and target prevention efforts.

“Litter cleanups have direct positive impacts in our communities and the ocean,” Smith said.

Limits

The study relied on surveys, so it measured people’s stated intentions and self-reported behavior rather than directly observing how much litter they picked up. Survey participants were drawn from coastal regions, and the results may differ for people living inland. The release also does not report the size of the effects.

Still, the findings offer practical guidance for organizations trying to recruit volunteers. Rather than focusing only on the scale of the plastic problem, campaigns might do better to promote cleanups as a chance to get some exercise, spend time outdoors and meet neighbors, with a cleaner coastline as a welcome side effect.

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Notes

1. “Developing Active Pro-Environmental Campaign Messaging: Variations in Belief Themes by Physical Activity and Pro-Environmental Behavior Participation.” Environment and Behavior, 18 June 2026. DOI: 10.1177/00139165261455145.
2. University of Georgia. “What’s in it for me? People more likely to help the environment when it benefits them.” EurekAlert!, 3 August 2026. https://www.eurekalert.org/news-releases/1138566.

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