Purpose
This study explores individuals attitudes and behaviors towards the Deposit Return Scheme (DRS), particularly in the Netherlands, and how these experiences align or misalign with the way the scheme is promoted through institutional communication. While the DRS rely heavily on citizen engagement for their effectiveness, research on how consumers respond emotionally and behaviorally to such schemes, or how they relate to the narratives presented in official campaigns is still limited.

Methodology
This research combines two qualitative studies. Study 1 used netnography method, analyzing 2,599 consumer-generated comments on Reddit to explore lived experiences with the DRS. Study 2 conducts an explorative qualitative content analysis of 41 promotional videos published by an official communication channel (Statiegeld Nederland) to identify communication strategies, message framing, and behavioral cues. Both studies are interpreted through behavior change frameworks.

Findings
Findings reveal that while consumers generally support the goals of DRS, participation is shaped by logistical barriers and motivations that go beyond pro-environmental and financial. Consumers often described the scheme as effortful and messy, showing that these contextual factors are a main barrier to adhering to the scheme. Additionally, our data also shows that participation is driven by intrinsic, pro-social and ego related motivations, thus beyond financial rewards. In contrast, institutional communication often relies extrinsic incentives – combination of environmental and financial rewards, which may overlook other drivers or barriers of participation. This misalignment may undermine behavioral engagement over time.

Implications
The study highlights the importance of aligning policy communication with the lived experiences, emotional drivers, and psychological proximity of consumers. It contributes to theories of behavior change, self-determination, and psychological distance, and offers actionable guidance for improving DRS design and outreach..