Factors influencing the sustainable consumer behavior concerning the recycling of plastic waste

Abstract

AbstractThe consumption of products made up of plastic or packaged in plastic are an integral part of our modern life. This study used a continuum of the theory of planned behavior (TPB) and social influence theory (SIT) to discuss the possible factors that may lead to scrubbing plastic waste in the country. For this purpose, a sample of 353 was finalized using the purposive sampling technique. Partial least square structural equation modeling was used to test the data. The findings of the study suggested that consumer attitude, subjective norms, and perceived behavior control lead to recycling intentions. Moreover, informational and normative social influences (NSI) also play significant roles in affecting recycling intentions. The results further suggest that recycling intention is the true predictor of the recycling behavior for plastic waste. The findings of the study can be used by government officials and organizations to instigate pro‐environmental consumer behavior.