Better self and better us: Exploring the individual and collective motivations for China's Generation Z consumers to reduce plastic pollution

Abstract

Plastic pollution is one of the most urgent worldwide environmental issues that humans need to address. Despite the awareness of the harm that plastic pollution brings to our planet, environmental impact is the least important consideration for consumers when making their daily choices regarding plastic packaging. It is less known how to motivate consumers, especially those of generation Z, who are considered to be more concerned with the environment than previous generations, to engage in plastic pollution reduction and increase their intention to recycle in China. Drawing upon Protection Motivation Theory, we investigate the impacts of individual motivators (self-esteem, self-actualization, and self-expression) and collective motivators (social optimism, social pessimism, and Confucianism) on consumers’ environmental concern (threat appraisal) and how these drivers eventually influence consumers’ engagement and recycling intention (coping appraisal). Our findings reveal that engagement and recycling intentions are driven primarily by self-expression and social pessimism, respectively. Environmental concerns play a significant role in mediating these relationships. We offer important theoretical and practical implications for policymakers.