Role of Communication Strategies in Promoting Awareness and Adoption of Plastic Waste Management Practices in Anambra State, Nigeria
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Plastic waste proliferation has emerged as a persistent environmental challenge in Nigeria, and in particular Anambra State, despite government communication campaign efforts to control the menace. This situation raises concerns about the effectiveness of communication interventions aimed at promoting sustainable waste management behaviours among residents. This study examined government communication strategies in creating awareness and influencing the adoption of plastic waste control practices among residents of Anambra State, Nigeria. Anchored on Persuasive Communication Theory, the study adopted a quantitative survey design, with residents across the state constituting the target population. Data were collected from a sample of 389 respondents using a structured questionnaire and analysed through descriptive statistical techniques. The findings indicate that residents’ exposure to government communication messages on plastic waste control is largely intermittent, with mass and digital media particularly social media, radio, and billboards emerging as the dominant channels of message dissemination. Although the communication strategies were generally perceived as moderately effective in raising awareness, this awareness did not translate into widespread adoption of positive plastic waste control practices, as non-compliance remained prevalent across most behavioural indicators. The results suggest a disconnect between message exposure and behavioural outcomes, pointing to limitations in the persuasive strength, contextual relevance, and integration of existing communication channels. The study therefore underscores the need for more strategically coordinated, audience-centred, and context-sensitive communication approaches that integrate credible interpersonal channels with mass media to enhance plastic waste control practices and environmental sustainability in Anambra State.
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