Factors affecting single-use plastic reduction intention and role of policy intervention

Integration of extended theory of planned behaviour (TPB) and norm activation model (NAM) was applied to examine psychological mechanism of single-use plastic reduction intention (SUPRI) of citizens in Danang city, Vietnam. The partial least squares structural equation modelling algorithms were applied to assess measurement model, structural model, explanatory power, and predictive power of model. Personal norm, attitude, subjective norm, perceived behaviour control, and policy intervention had significant influence on SUPRI. Attitude was the most important factor affecting SUPRI. Regarding integrated model, awareness of consequence and ascription of responsibility were positively associated with attitude toward SUPRI while subjective norm had significant relationship toward personal norm. Association of policy intervention toward SUPRI was confirmed through direct and indirect relationships. Integration of TPB and NAM was effective in explaining SUPRI. Planning and strategy for single-use plastic reduction should be designed to comprehensively cover human self-interests, take advantage of social moral values, and promote policy enactment and enforcement with prioritisation of action on raising citizens’ attitude toward single-use plastic reduction. Utilisation of geographic information system and remote sensing was effective in supporting random sampling. This study offered practical and scientific base for planners and policymakers in combating environmental issues from plastic waste.