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<p>This study utilizes the Protection Motivation Theory and the Social Identity Model of Pro-environmental Action to develop a conceptual framework exploring how individual-level motivations (self-esteem and self-actualization), collective-level motivations (social optimism and social pessimism), and environmental concern (as a mediator) impact consumer behaviors related to reducing plastic pollution and recycling plastics. Analysis of 508 responses revealed that self-esteem significantly influences consumer engagement in reducing plastic pollution, while self-actualization affects both behaviors. Additionally, social optimism significantly affects both behaviors. Surprisingly, social pessimism positively affects the intention to recycle plastics from retail shopping, contrary to expectations. Further analysis indicates that environmental concern mediates the effects of self-esteem, self-actualization, and social pessimism on consumer engagement to reduce plastic pollution. These nuanced findings underscore the complexity of motivating environmentally sustainable behaviors regarding plastic usage and recycling, highlighting the necessity for targeted interventions tailored to individual and collective motivations.</p>

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Navigating the interplay between individual and collective motivations, sustainable behaviors, and environmental concern in a weak institutional context

  • 期刊论文

  • 发表日期：

    2026年3月3日

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  • Claudel Mombeuil,
  • Jean Fausner Michel,
  • Hugues Séraphin,
  • Hemantha Premakumara Diunugala

摘要

This study utilizes the Protection Motivation Theory and the Social Identity Model of Pro-environmental Action to develop a conceptual framework exploring how individual-level motivations (self-esteem and self-actualization), collective-level motivations (social optimism and social pessimism), and environmental concern (as a mediator) impact consumer behaviors related to reducing plastic pollution and recycling plastics. Analysis of 508 responses revealed that self-esteem significantly influences consumer engagement in reducing plastic pollution, while self-actualization affects both behaviors. Additionally, social optimism significantly affects both behaviors. Surprisingly, social pessimism positively affects the intention to recycle plastics from retail shopping, contrary to expectations. Further analysis indicates that environmental concern mediates the effects of self-esteem, self-actualization, and social pessimism on consumer engagement to reduce plastic pollution. These nuanced findings underscore the complexity of motivating environmentally sustainable behaviors regarding plastic usage and recycling, highlighting the necessity for targeted interventions tailored to individual and collective motivations.