Drawing on subjective knowledge and information receptivity to examine an environmental sustainability policy: insights from the UK's bag charge policy

Drawing on the notions of subjective knowledge (what someone thinks he/she knows about a topic) and receptivity (someone's ability, inclination, and willingness to take in information, ideas, impressions or suggestions), we extend the knowledge‐attitudes‐practice (KAP) model within an environmental sustainability policy (ESP) context: the UK's single‐use bag charge policy, specifically. Based on a cross‐sectional survey with 568 British participants, we illustrate the key role of objective knowledge for ESP compliance/behavioural intentions, whilst subjective knowledge is key for ESP information receptivity. The need for different marketing tactics to promote ‘policy products’ for sustainable success is illustrated by identifying three distinct segments: the Knowledgeable and Compliant (first to comply, need to maintain information receptivity); the Unknowledgeable But Compliant (need to reduce subjective knowledge); and the Unknowledgeable, Non‐compliant, but Receptive (need objective information the most). Contributing to current and future ESP making, this paper provides multiple avenues for future research.