‘Ignorance is Bliss’. Is that True? Unravelling the Determinants of Plastic Recycling Intentions and Behaviours

Global plastic recycling rates remain as low as 9% despite evident consequences of plastic pollution on planetary health and life. This cross-sectional survey study employed the Integrated Behavioural Model to examine the determinants of plastic recycling intention and behaviour. Data was collected from 391 adult consumers residing in Malaysia, who were recruited via convenience sampling. Multiple regression analyses revealed that attitude, subjective norm, and perceived behavioural control predicted plastic recycling intentions. Specifically, increase in experiential attitude and descriptive norm leads to increase in plastic recycling intentions. Additionally, plastic recycling behaviour is determined by knowledge, and environmental constraints, and not by intentions or habits. These findings offer guidance in devising localised plastic recycling interventions.