Better self and better us: Exploring the individual and collective motivations for China's Generation Z consumers to reduce plastic pollution

Plastic pollution is one of the most urgent worldwide environmental issues that humans need to address. Despite awareness harm plastic brings our planet, impact least important consideration for consumers when making their daily choices regarding packaging. It less known how motivate consumers, especially those generation Z, who are considered be more concerned with environment than previous generations, engage in reduction and increase intention recycle China. Drawing upon Protection Motivation Theory, we investigate impacts individual motivators (self-esteem, self-actualization, self-expression) collective (social optimism, social pessimism, Confucianism) on consumers’ concern (threat appraisal) these drivers eventually influence engagement recycling (coping appraisal). Our findings reveal intentions driven primarily by self-expression respectively. Environmental concerns play a significant role mediating relationships. We offer theoretical practical implications policymakers.