Research Outputs

PhD Research Articles

  • Paper 1: Borg, K., Lindsay, J., & Curtis, J. (2020). "When news media and social media meet: How Facebook users reacted to news stories about a supermarket plastic bag ban". New Media & Society.

  • Paper 2: Borg, K., Curtis, J., & Lindsay, J. (2021) "Social norms and plastic avoidance: Testing the theory of normative social behaviour on an environmental behaviour". Journal of Consumer Behaviour.

  • Paper 3: Borg, K. (under peer review). "Media and social norms: Exploring the relationship between media and plastic avoidance social norms".

  • Paper 4: Borg, K., Curtis, J., & Lindsay, J. (under peer review) "Communicating normal: A randomised controlled trial experimenting with plastic avoidance media messages".

  • Paper 5: Borg, K., Lindsay, J., & Curtis, J. (under peer review) "Targeted change: Using behavioural segmentation to identify and understand plastic consumers and how they respond to media communications"

Research Articles

Presenter - ASC2020

Media effects slide.jfif

I had a great time presenting at my first ever Australian Science Communicators conference in February 2020. Not only did I get to publicly introduce the term the "Reucassel Effect" but I got to share some of the key findings from the experimental/fun part of my PhD research.


Key findings:
1) Focusing on the volume of plastic waste in documentaries can make plastic use seem more common;
2) But you can counter this by having a well known media personality explain why this single-use plastics are bad;
3) Plastic pollution documentaries are generally getting the message across that avoidance is beneficial . . . however;
4) The tested clips were better at sensitising people to future policy options than changing their beliefs and behaviours.

Presenter - VicBioCon 2020


After attending the Victorian Biodiversity Conference for 2 years I finally presented some of my own research in February 2020. This was also the first time I presented any of my PhD results and I couldn't have asked for a better audience to share my early findings with.


Key findings:
1) Most people try to avoid single-use plastics more than they actually do - but they think others avoid much less often than themselves!
2) Social norms are one of the strongest predictors of plastic avoidance behaviours (followed by self-efficacy: i.e. if I think I can and I think others are then I probably will); and
3) Media has mixed effects on out beliefs about social norms depending on the medium (news, documentaries, social media).

Media interviews

My first media appearance was in 2017 but activity really kicked off in 2018, during the first year of my PhD.

These activities included interviews for various news articles, radio stations, and a podcast, including:

Authored media articles


I have six authored articles in The Conversation (see below). Some of these articles have also been syndicated by other outlets, including the ABC (Australia) and The Guardian (Australia and International) which has helped to build my research profile. 

Head to my profile on The Conversation website to learn more.