Strategies of reducing single-use plastics: a plastic-reducing behavior model (PRBM) predicting single-use plastic-reduction behaviors among coastal tourists

Purpose The main purpose of this study is to explore factors and develop a plastic-reducing behavior model (PRBM) for predicting single-use plastic (SUP)-reduction behaviors among coastal tourists in Jordan and in Bangladesh by extending theory of planned behavior (TPB). Design/methodology/approach Based on literature review and focus group discussions (FGD) with the experts’ opinions and suggestions, the possible factors are identified. Subsequently, a structured interview schedule is prepared and 503 usable data were collected that is used for further analysis by partial least squares-structural equation modeling (PLS-SEM), using Smart PLS3.3.3. Findings The results of this study have revealed that SUPs reduction intention significantly affects SUPs reduction behavior. Further, the study findings have identified that disposability concern, environmentalism norms and eco-consciousness have significant impacts on SUPs reduction intention among coastal tourists in Jordan and in Bangladesh. Practical implications The study findings can be a guide for policymakers and industry operators to formulate strategies that can enhance coastal tourists’ concerns about plastics disposal, environment and ecology for reducing overall SUPs from coastal tourism destinations in Jordan and in Bangladesh. Originality/value This is the first empirical study that explores factors and develops a unique research model by integrating disposability concern, environmentalism norms, eco-consciousness and SUPs reduction intention to explain SUPs reduction behaviors among coastal tourists in Jordan and in Bangladesh.