A Policy-Oriented Analysis of the Public Intention Behind Reducing Secondary Microplastics

Abstract

The proliferation of microplastics (MP) poses significant threats to marine ecosystems and human health. However, the challenge in monitoring and regulating MP emissions stems from their microscopic nature, rendering them invisible and difficult to manage through conventional means. This predicament underscores the necessity for top-down strategies to mitigate MP pollution, particularly through the lens of consumer behavior. While previous studies in the marketing domain have explored consumer interactions with MP-containing products, the inclination towards minimizing post-consumption secondary MP remains under-investigated. Our study leverages the Theory of Planned Behavior (TPB) to scrutinize the determinants influencing consumers' intentions to reduce secondary MP emissions. By integrating three additional variables, namely sense of duty, cost, and convenience, we propose a comprehensive model tailored for policy-making in the MP reduction context. With a dataset of 348 valid respondents, our empirical analysis reveals that attitudes, perceived behavioral control, subjective norms, and the three extensions significantly impact the MP-reducing intentions. This research marks a pivotal step towards bridging the gap between behavioral science and environmental sustainability, providing a groundwork for policy-makers to devise and implement strategies that effectively harness consumer behavior to combat the escalating MP crisis.

Keywords: Policy-Oriented Theory of Planned Behavior, Microplastics, Consumer Intention, Structural Equation Model