Sustainable adoption of biodegradable plastics: a quantitative analysis of determinants and consumer behaviour in developing economies

Purpose The study explores the sustainability of biodegradable materials as an eco-friendly substitute for traditional plastics across diverse applications. These materials decompose harmlessly within a specific timeframe, contributing to a holistic lifecycle. Yet, their widespread adoption depends on convincing consumers, manufacturers and regulators of their effectiveness. An empirical study was undertaken to investigate the determinants impacting the sustainability of biodegradable plastics. Design/methodology/approach This study employed a quantitative approach, seeking to discern the factors shaping the endurance of these materials in Malaysia. The study encompassed 316 viable responses, with outcomes from the PLS-SEM analysis offering partial support to the research framework. Findings The study reveals that individual characteristics strongly influence the sustainability of biodegradable plastics and are essential factors in determining behavioural intentions related to sustainability, such as purchasing environmentally friendly packaged food products. Practical implications The study provides practical implications for government and corporate sectors to design effective strategies encouraging consumers to choose biodegradable plastics. Regular awareness campaigns should be conducted to increase consumer engagement in environmental concerns and reduce the use of non-eco-friendly packaging in the public sector. Originality/value Previous literature has overlooked the sustainability aspects of the biodegradable plastics market, leaving a gap in understanding the influential factors and their sustainability, especially in the Malaysian context. This study aims to fill this gap by exploring the determinants that govern the sustainability of biodegradable plastics.