Value-Action Gap
The value-action gap describes the inconsistency between stated values and actual behaviour (Sustainability Dictionary, 2025). The video below is a 3 minute documentary type video describing this and how you can help bridge the gap.
This documentary applies evidence-based science-communication principles to explain the value–action gap and how it is a barrier of reducing marine plastic pollution. The video uses a narrated documentary style, shown to improve audience understanding by combining visual storytelling with clear verbal explanation (Bucchi & Trench, 2014). By opening with global statistics and simple definitions, less cognitive understanding is needed and allows clarity over complexity, a key factor in maintaining engagement (Brownell et al., 2013).
To address behavioural science, the documentary translates academic research on the value–action gap into accessible language, using examples and localised context. Using Devon-based data increases relevance, which is known to enhance message retention and perceived personal significance (Nisbet & Scheufele, 2009). The video also incorporates visual metaphors, such as shots of single-use plastics on beaches, for conceptual understanding..
Throughout the video, I narrate directly to camera. Research shows that human presence and conversational tone increase trust and relatability, strengthening the viewer’s emotional connection and motivation to act (Li et al., 2025). The closing section offers practical, achievable actions, emphasising empowerment and rather than fear-based messaging (Moser, 2010).
Overall, the piece demonstrates effective science-communication practice by combining narrative structure, local relevance, emotional engagement, and behavioural insight. These techniques collectively help audiences understand why the value–action gap persists — and how bridging it can meaningfully reduce marine plastic pollution.
References
Blake, J. (1999). Overcoming the ‘Value‐action Gap’ in Environmental policy: Tensions between National Policy and Local Experience. Local Environment, 4(3), pp.257–278. doi:https://doi.org/10.1080/13549839908725599.
Brownell, S.E., Price, J.V. and Steinman, L. (2013). Science Communication to the General Public: Why We Need to Teach Undergraduate and Graduate Students this Skill as Part of Their Formal Scientific Training. Journal of Undergraduate Neuroscience Education, [online] 12(1), pp.E6–E10. Available at: https://www.researchgate.net/publication/259249951_Science_Communication_to_the_General_Public_Why_We_Need_to_Teach_Undergraduate_and_Graduate_Students_this_Skill_as_Part_of_Their_Formal_Scientific_Training.
Bucchi, M. and Trench, B. (2014). Routledge Handbook of Public Communication of Science and Technology. Routledge.
Carrington, M.J., Neville, B.A. and Whitwell, G.J. (2010). Why Ethical Consumers Don’t Walk Their Talk: Towards a Framework for Understanding the Gap between the Ethical Purchase Intentions and Actual Buying Behaviour of Ethically Minded Consumers. Journal of Business Ethics, [online] 97(1), pp.139–158. doi:https://doi.org/10.1007/s10551-010-0501-6.
Jamieson, A.J., Brooks, L.S.R., Reid, W.D.K., Piertney, S.B., Narayanaswamy, B.E. and Linley, T.D. (2019). Microplastics and synthetic particles ingested by deep-sea amphipods in six of the deepest marine ecosystems on Earth. Royal Society Open Science, [online] 6(2), p.180667. doi:https://doi.org/10.1098/rsos.180667.
Kollmuss, A. and Agyeman, J. (2002). Mind the Gap: Why Do People Act Environmentally and What Are the Barriers to pro-environmental behavior? Environmental Education Research, 8(3), pp.239–260. doi:https://doi.org/10.1080/13504620220145401.
Li, G., Teng, Y., Kawai-Yue, J., Ahmed, U., Tantiwongse, Anatta S, Liang, J.Y., Zhang, D., Smith, K.S., Long, T., Lee, M. and Chilton, L.B. (2025). Audience Impressions of Narrative Structures and Personal Language Style in Science Communication on Social Media. [online] arXiv.org. Available at: https://arxiv.org/abs/2502.05287.
Lintin, K.N. (2023). Assessing the spatial and temporal distribution of microplastics within the sediment of Plymouth Sound’, The Plymouth Student Scientist, 16(2), pp. 69-93..
Marine Conservation Society (2023). Plastics. [online] Marine Conservation Society. Available at: https://www.mcsuk.org/ocean-emergency/ocean-pollution/plastics/.
Moser, S.C. (2010). Communicating climate change: history, challenges, process and future directions. Wiley Interdisciplinary Reviews: Climate Change, 1(1), pp.31–53.
Napper, I.E., Davies, B.F.R., Clifford, H., Elvin, S., Koldewey, H.J., Mayewski, P.A., Miner, K.R., Potocki, M., Elmore, A.C., Gajurel, A.P. and Thompson, R.C. (2020). Reaching New Heights in Plastic Pollution—Preliminary Findings of Microplastics on Mount Everest. One Earth, 3(5), pp.621–630. doi:https://doi.org/10.1016/j.oneear.2020.10.020.
Nisbet, M.C. and Scheufele, D.A. (2009). What’s next for science communication? Promising directions and lingering distractions. American Journal of Botany, [online] 96(10), pp.1767–1778. doi:https://doi.org/10.3732/ajb.0900041.