Why Do Consumers Switch to Biodegradable Plastic Consumption? The Effect of Push, Pull and Mooring on the Plastic Consumption Intention of Young Consumers

Siyu Gao () and Bilin Shao
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Siyu Gao: School of Management, Xi’an University of Architecture and Technology, Xi’an 710055, China
Bilin Shao: School of Management, Xi’an University of Architecture and Technology, Xi’an 710055, China

Sustainability, 2022, vol. 14, issue 23, 1-23

Abstract: Recent economic growth has increased human concern for the environment, especially in developing countries. Because of this paradigm shift, the Chinese population in particular has become more aware of problems with plastic pollution. To reduce the usage of single-use plastics in the nation, this study intended to ascertain the switching intention of Chinese young consumers towards the use of biodegradable plastics. Drawing upon the push–pull–mooring model and institutional theory, this study investigates the push factors, including environmental threats, knowledge, and the strict regulative environment; pull factors, including alternative attractiveness and normative environment; and mooring factors, such as cost switching and self-efficacy. The important findings of this study indicated that all PPM factors except environmental knowledge have an impact on the intention of switching to biodegradable plastics. It was also found that mooring factors significantly moderate switching. We offer important theoretical and practical implications for policymakers and businesses.

Keywords: green behavior; biodegradable plastics; switching intention; PPM; institutional theory (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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