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Using an extended model of the reasoned action approach to explore individual behavioral intentions regarding litter and plastic pollution prevention in a developing country
Summary
This study explored what motivates people in Ghana to prevent littering and plastic pollution, using a behavioral psychology framework. Researchers found that personal attitudes and moral beliefs were the strongest predictors of people's intentions to reduce littering, suggesting that public campaigns targeting these factors could be most effective.
Implementing litter and plastic pollution prevention strategies is essential for cities of developing countries, mainly due to the prevailing high incidence of littering and the urgent need to realize the adverse per capita environmental impact target of the sustainable development goals. In this article, we report the use of the prominent reasoned action approach-in its original state and an extended model with moral norms-for exploring the critical socio-cognitive determinants of individuals' litter prevention intentions in Ghana. By analyzing the valid answers of 447 participants to a structured questionnaire on litter prevention, we found attitudes (β = 0.35, SE = 0.014, p < 0.001) and moral norms (β = 0.57, SE = 0.099, p < 0.001) as the most influencing determinants to individual intentions in the original and the extended models, respectively. The analysis suggests that individuals will stop littering their environments if environmentally friendly interventions are implemented to elicit self-responsibility and moral obligation. Campaigns that demonstrate the effects of littering on drain blockage, flooding, and disease outbreaks may improve individual litter prevention attitudes. Installing waste receptacles in public spaces and communicating persuasive messages may facilitate personal antilittering intentions. Apart from contributing to the implementation of a litter management strategy to reduce the flood risk and enhance the resilience of the Greater Accra region of Ghana, this research helps to close the literature gaps in litter prevention behavior in developing countries, as well as support the implementation of the sustainable development goals and the global plastic action partnership.
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