Breaking the plastic habit: Drivers of single-use plastic reduction among Thai university students.

This study investigated the decision-making dynamics for pro-environmental behavior among Thai university students, focusing on reducing the consumption of single-use plastics (SUP). By adopting a dynamic approach to the Theory of Planned Behavior (TPB), the research examined the influence of psychosocial factors, including attitudes, perceived behavioral control, and subjective norms, on SUP reduction intention at different phases of behavior change. Using structural equation modelling, we analyzed quantitative data (n = 317) from the selected universities. The results revealed that attitudes predicted behavioral intentions only among individuals in the contemplation phase of reducing SUP. Attitudes had a small but limited influence on the behavioral intentions of students who had not yet acted. Perceived behavioral control, on the other hand, significantly impacted behavioral intentions across all phases of behavior change, highlighting its importance in SUP reduction. The study also confirmed subjective norms' positive influence on students' behavioral intentions in the pre-contemplation phase. Practical implications suggested segmenting residents based on their behavior change phase so that public policymakers can allocate resources more efficiently and effectively by tailoring campaigns to specific behavior change phases, ultimately promoting sustainable behavior among university students.

Pro-environmental behavior regarding single-use plastics reduction in urban-rural communities of Thailand: Implication for public policy.

The study investigates residents' behavior towards reducing the use of single-use plastic (SUP), specifically in the context of food packaging. The widespread view holds that pro-environmental behavior (PB) results from a person's moral and rational deliberations. In reducing single-use plastic (SUP) consumption and waste, the relative roles of rationality and morality models in validating PB among rural and urban residents are not yet clear. In this empirical study, we compared the relative efficacy of two models for explaining people's SUP reduction behavior: the theory of planned behavior (TPB; rationality) and the value belief norm (VBN; morality). We investigated Thailand's rural (Sichang Island) and metropolitan (Nonthaburi city) areas. As a result, we surveyed people living on Sichang Island (n = 255) and in Nonthaburi city (n = 310). We employed structural equation modeling (SEM) for data analysis in this study. Findings showed that while morality better justified all the study participants' SUP reduction behavior, rationality underpinned behaviors of rural residents, while morality better explained the actions of city residents. We discussed future theoretical development and a policy roadmap based on these findings.