Evaluating Chinese consumers' purchase intentions for daily chemical products without plastic microbeads using an extended theory of planned behavior model

Abstract

Latterly, the pollution problem of microplastics, known as “PM2.5” in the ocean, has become a novel global problem. Plastic microbeads in daily chemical products have received attention from various countries and scholars because of their tiny size, large quantity, and continuous destructive cycle. China has also actively adopted policies to ban plastic microbeads. It is important whether the Chinese population will support the new products. This study initially describes the current situations and characteristics of China's daily chemical industry. It then focuses on summarizing the development of China’s marine regulatory policy. We conclude that regulatory policies in China’s daily chemical industry have evolved in a bid to echo marine policies. This study investigates the factors influencing Chinese residents’ purchase intentions towards daily chemical products without plastic microbeads through the Theory of Planned Behavior (TPB). We extend the TPB model by adding environmental concern and moral norm. The results indicate that attitude, subjective norm, environmental concern, and moral norm positively influence purchase intention; however, there is no correlation between perceived behavioural control and purchase intention. This study seeks to suggest recommendations, including improving the ethical educational system, promoting environmental knowledge, etc. This will assist Chinese companies to promote environmentally friendly daily chemical products without plastic microbeads and achieve the environmental products transformation of China’s daily chemical industry quickly. It will also provide a reference for further improvement of relevant regulatory policies, striving for the harmonious and sustainable development of China’s daily chemical industry and the marine environment at large.