Determinants Driving the Uptake of Biodegradable Plastics: A Sequential Exploratory Mixed-Methods Research Approach

Biodegradable materials are emerging as a sustainable alternative to conventional petroleum-based plastics across packaging, sanitation, and agriculture sectors. These materials naturally decompose into harmless substances within a specified period, completing an eco-friendly lifecycle. However, the widespread adoption of biodegradable plastics depends on building confidence among consumers, manufacturers, and regulators regarding their effectiveness. This study employed a mixed-methods approach to investigate the key factors influencing biodegradable plastics’ sustainability, integrating theoretical frameworks with survey data collected from Malaysian plastic users aged 15 and above. Results revealed that individual characteristics, particularly environmental self-identity, significantly influence behavioural intentions toward sustainable practices, such as choosing eco-friendly packaging. The findings contribute to the theoretical understanding of biodegradable plastics adoption in developing markets while providing actionable insights for government and corporate stakeholders. This study recommends targeted awareness campaigns emphasising environmental self-identity to reduce conventional packaging use and promote biodegradable alternatives. By incorporating these identity-focused messages into marketing communications, organisations can enhance public awareness and market perception of biodegradable products.