Single-use plastics consumption among university students in Morocco: applied theory of planned behavior and the transtheoretical model

Purpose Plastic pollution from single-use plastics (SUP) poses serious environmental and health challenges. This study aims to examine the psychosocial determinants of SUP reduction among Moroccan university students by integrating the theory of planned behavior (TPB) and the transtheoretical model (TTM). Design/methodology/approach A cross-sectional survey was conducted in late 2024 among 226 students (mean age = 20.9 years; 50.9% women) from Hassan II University of Casablanca. Data were collected using a structured questionnaire assessing TPB constructs (attitudes, subjective norms, perceived behavioral control) and TTM stages (precontemplation, contemplation, action). Descriptive statistics, correlations and regression analyses were performed to identify key predictors of behavioral change. Findings Results indicated highly positive attitudes, moderate perceived behavioral control and weaker subjective norms. Among TTM stages, contemplation scored highest, followed by action, with precontemplation lowest. Gender differences were nonsignificant. Attitudes and perceived control were positively correlated with contemplation and action. Regression analysis showed that perceived control and contemplation significantly predicted progression toward action. Research limitations/implications Although this study provides novel insights into the psychosocial determinants of SUP reduction among Moroccan students, several limitations highlight avenues for future research. First, the sample was restricted to students from Hassan II University of Casablanca, providing a detailed view of this specific academic context. Expanding the study to other universities would enhance the external validity of the findings and capture a broader range of student experiences in Morocco. Second, the study focused primarily on core variables of the TPB and TTM models, including attitudes, perceived behavioral control, subjective norms and stages of change. Given that TPB and TTM are models of change over time, the cross-sectional design limits the ability to assess the stability of intentions and their translation into actual behaviors. Future research could build on this framework by examining additional contextual factors, such as the impact of targeted environmental education programs or the role of faculty as behavioral models in promoting sustainable practices. Originality/value To the best of the authors’ knowledge, this study is among the first to apply an integrated TPB-TTM framework to understand SUP reduction behaviors in a Moroccan context. Findings underscore the role of self-efficacy and readiness to change, supporting TPB-TTM integration to guide SUP reduction strategies.