Towards a Cleaner Environment: Investigatingthe Impact of Environmental Motivationand Innovativeness in Chinese Youth’sIntentions Towards Bio-Plastic Use

The extensive use of plastics is a major source of environmental pollution and has become a growing concern for countries worldwide that require immediate response.Several measures have been taken to reduce the increasing use of plastics.Bio-plastics have been introduced in many parts of the world as an alternative to conventional plastics.Bioplastics are plastic materials produced from renewable biomass sources that are more environmentally friendly than conventional plastics.This study analyzed the impact of altruism, innovativeness, and environmental motivation on Chinese youth switching intentions in the context of bio-plastics in China.Data collected from 400 young Chinese consumers through convenience sampling were analyzed using PLS-SEM.The findings indicate that altruism, innovativeness, and environmental motivation significantly impact young Chinese consumers' switching intentions.The findings also revealed that attitudes towards bio-plastics significantly mediate between innovativeness, environmental motivation, and environmentally friendly bio-plastic use intentions.Introduce incentives such as discounts, rewards, or recognition programs for Chinese youth who actively choose bio-plastic products over conventional plastics.These incentives can help reinforce positive behavior and encourage the widespread adoption of environmentally friendly alternatives.