Intention to Quit Single‐Use Plastics and Its Associated Factors Among Consumers in Malaysia: A Mediation Model

ABSTRACT A significant amount of plastic waste in Malaysia has brought serious environmental concerns to the country. In addition to waste management efforts undertaken by authorities, individual‐level commitment to reduce plastic consumption should be highlighted as part of consumer‐level interventions. Societal factors, such as subjective norms, facilitate individual factors in motivating prosocial behaviors. The current study is examining the relationship between knowledge, attitude, and practice (KAP) toward single‐use plastics (SUPs) and intention to stop using them, as well as the role of subjective norm as a mediator in the relationships. This study recruited 509 consumers in Malaysia to complete an online questionnaire. Cross‐sectional design was used for the study. Based on structural‐equation modeling analysis, attitude is the strongest predictor for intention to quit SUPs in comparison to knowledge and practice. However, all three factors in KAP are significantly related to intention to quit SUPs, with a positive association with knowledge and attitude, whereas a negative link with practice. Subjective norms strengthen the relationship between attitude and intention, but not knowledge and practice. This study suggests that consumer‐level interventions should focus on increasing positive attitudes toward quitting SUP in conjunction with creating a subjective norm that promotes it from a societal level. Encouraging individuals to adopt sustainable habits helps create a ripple effect, where social influence and shared responsibility drive long‐term behavioral change and policy compliance. The outcomes of this study will shed light on the intervention development and national policy framework to reduce SUPs in countries facing similar pollution.