We are living in a world where environmental crises come to a head. To curb aggravation of these problems, a socio-ecological transformation within society is needed, going along with human behavior change. How to encourage such behavior changes on an individual level is the core issue of this dissertation. It takes a closer look at the role of individuals as consumers resulting in purchase decisions with more or less harmful impact on the environment. By using the example of plastic pollution, it takes up a current environmental problem and focuses on an understudied behavioral response to this problem, namely reduction behavior. More concrete, this dissertation examines which psychological factors can encourage the mitigation of plastic packaging consumption. Plastic packaging accounts for the biggest amount of current plastic production and is associated with products of daily relevance. Despite growing awareness of plastic pollution in society, behavioral responses do not follow accordingly and plastic consumption is still very high. As habits are often a pitfall when implementing more resource-saving behavior, this dissertation further examines if periods of discontinuity can open a ’window of opportunity’ to break old habits and facilitate behavior change. Four manuscripts approach this matter from the gross to the subtle. Starting with a literature review, a summary of 187 studies addresses the topic of plastic pollution and human behavior from a societal-scientific perspective. Based on this, a cross-sectional study (N = 648) examines the deter-minants of plastic-free behavior intentions in the private-sphere and public-sphere by structural equation modeling. Two experimental studies in pre-post design build upon this, by integrating the determinants in intervention studies. In addition, it was evaluated if the intervention presented during Lent (N = 140) or an action month of ‘Plastic Free July’ (N = 366) can create a ‘window of opportunity’ to mitigate plastic packaging consumption. The literature review emphasized the need for research on behavioral solutions to reduce plastic consumption. The empirical results revealed moral and control beliefs to be the main determinants of reduction behavior. Furthermore, the time point of an intervention influenced the likelihood to try out the new behavior. The studies gave first evidence that a ‘window of opportunity’ can facilitate change towards pro-environmental behavior within the application field of plastic consumption. Theoretical and practical implications of creating the right opportunity for individuals to contribute to a socio-ecological transformation are finally discussed.