Plastic-Free Future: Investigating Consumer Intentions and Behavior Toward Plastic Waste in China

Abstract

Plastic pollution can decrease the ability of ecosystems to adapt to climate change, directly affecting the livelihoods and social well-being of millions of individuals worldwide. Reducing plastic consumption is a priority in global action plans to reduce environmental pollution and combat climate change. Motivating consumers to adopt green and environmentally friendly lifestyles, which is required to decrease environmental pollution in a green economy, is challenging because it requires behavioral shifts. Therefore, this study aimed to investigate different factors, including environmental concerns, affecting Chinese millennials' plastic packaging consumption behavior to improve their environmental quality. Data collected through an online survey questionnaire from 876 Chinese consumers were analyzed using the partial least squares structural equation model. The results showed that environmental concerns (3 = 0.0.304, p<0.01), environmental attitude (3 = 0.466, p<0.01), and consumer awareness (3 = 0.221, p<0.01) had a significant direct impact on the plastic packaging purchasing intentions of the individuals. Similarly, intentions (3 = 0.407, p<0.01) had a strong positive effect on the plastic packaging purchasing behavior of individuals. This shows that individuals with high environmental concerns, a strong attitude toward environmental sustainability, and a high awareness of the environmental impact of single-use plastics were less likely to use products with plastic packaging to reduce plastic pollution and improve environmental quality. Therefore, policymakers should create environmental awareness about the repercussions of individual actions among the masses to control environmental pollution and reduce climate implications worldwide.