Better self and better us: Exploring the individual and collective motivations for China's Generation Z consumers to reduce plastic pollution

Plastic pollution is one of the most urgent worldwide environmental issues that humans need to address. Despite the awareness of the harm that plastic pollution brings to our planet, environmental impact is the least important consideration for consumers when making their daily choices regarding plastic packaging. It is less known how to motivate consumers, especially those of generation Z, who are considered to be more concerned with the environment than previous generations, to engage in plastic pollution reduction and increase their intention to recycle in China. Drawing upon Protection Motivation Theory, we investigate the impacts of individual motivators (self-esteem, self-actualization, and self-expression) and collective motivators (social optimism, social pessimism, and Confucianism) on consumers' environmental concern (threat appraisal) and how these drivers eventually influence consumers' engagement and recycling intention (coping appraisal). Our findings reveal that engagement and recycling intentions are driven primarily by self-expression and social pessimism, respectively. Environmental concerns play a significant role in mediating these relationships. We offer important theoretical and practical implications for policymakers.

Automated summary

Plastic pollution is a pressing global environmental issue that requires attention. Although people are aware of the negative impacts of plastic pollution on the planet, it is not the most important consideration for consumers when choosing plastic packaging. This study investigates the motivations of consumers, particularly Generation Z, who are believed to be more environmentally conscious, in reducing plastic pollution and increasing recycling intention in China. The findings suggest that self-expression and social pessimism are the primary drivers for consumer engagement and recycling intention, respectively, with environmental concern playing a significant mediating role.