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Sustaining responsible plastic usage behavior to promote circular economy through the extended TRGP model: Evidence from a developing country
Summary
This study looked at what actually motivates people in Dhaka, Bangladesh to cut down on plastic use and dispose of it properly, finding that personal drive and a sense of moral duty matter more than just having convenient recycling options. Since plastic pollution breaks down into microplastics that end up in our water, food, and even our bodies, understanding how to inspire real behavior change (not just good intentions) is a key piece of reducing our long-term exposure to these particles. The takeaway: policies that tap into people's sense of personal responsibility may work better than those relying on convenience alone.
Adopting circular-economy practices, such as reducing and recycling at the consumer level, is crucial to combating plastic pollution. However, sustaining such behavior among consumers remains a challenge. This paper explores the factors that impact consumers’ responsible plastic usage behavior (RPUB), which includes reducing the consumption of plastic products and discarding relevant waste properly. To achieve this, a novel extended Theory of Reasoned Goal Pursuit (TRGP) model is proposed by incorporating factors from the Theory of Interpersonal Behavior (TIB) and Norm Activation Model (NAM). The model was tested by collecting survey data from 400 respondents residing in Dhaka city, and Structural Equation Modeling was used for analysis. The results underscore that an individual’s motivation and moral norms exert a stronger effect on the intention to RPUB. In addition, individuals’ active approval goals (AAG) and active procurement goals (APG) significantly influence consumers’ motivation to pursue RPUB. Results also suggest that when individuals are driven by their APG and AAG, the moderating impact of perceived behavioral control (i.e., facilities and convenience) becomes insignificant in the motivation-to-intention and intention-to-behavior relationships. This research theoretically contributes by providing a comprehensive insight into how individuals’ goals interact with relevant cognitive and non-cognitive drivers that impact their RPUB. Several action plans are suggested for practitioners and policymakers to foster sustainable RPUB among consumers, thereby promoting consumer-level circular-economy behaviors to curb plastic pollution.