Eco-Conscious Choices: The Role of Environmental Concern and Economic Condition in Reducing Plastic Waste

This study investigates the moderating role of economic conditions in the relationship between environmental concern and plastic purchasing behavior. Grounded in the Conservation of Resources (COR) theory, the research posits that individuals are motivated to protect valued ecological resources, which influences their consumer choices. A sample of 400 respondents was analysed using hierarchical regression to explore the interaction between environmental concerns and economic conditions on plastic consumption. The results reveal a significant positive correlation between environmental concern and plastic purchasing behavior, with stronger effects observed among consumers in higher economic conditions. The interaction analysis indicates that economic condition moderates this relationship, suggesting that while individuals with high environmental concerns are likely to reduce plastic consumption, this tendency is amplified in higher economic contexts. Conversely, among lower-income consumers, financial constraints weaken the influence of environmental concerns on purchasing decisions. These findings underscore the necessity of addressing economic barriers to foster sustainable consumer behavior. Policies and marketing strategies should be tailored to consider economic factors, such as providing financial incentives and subsidies for eco-friendly products, to encourage lower-income consumers to act on their environmental values. By highlighting the interplay between economic conditions and environmental concerns, this research contributes valuable insights for developing effective interventions aimed at reducing plastic pollution and promoting sustainable consumption across diverse socioeconomic groups.