Plastic-free behavior of millennials: An application of the theory of planned behavior on drinking choices

This study explores the factors that influence millennials' intentions and behavior regarding reduced plastic consumption. An extended theory of planned behavior was established as a conceptual model that explicitly analyzed both the role of past and stated behaviors. The stated behavior was measured using a projective technique. The data obtained from a survey of 741 Italian respondents were analyzed through multiple correspondence analysis and partial least squares structural equation modeling. The results of the projective technique characterized "plastic-free" behavior as a unidimensional construct. Structural equation modeling showed that attitudes, subjective norms, and perceived behavioral control influence the intention of millennial consumers to reduce the use of plastic drinking bottles. The perceived behavioral control is the strongest predictor of intention (ß = 0.304; p < 0.001), followed by social norms (ß = 0.271; p < 0.001) and attitudes (ß = 0.130; p < 0.001). The past behavior construct positively and significantly affects attitude (ß = 0.165; p < 0.001), intention (ß = 0.231; p < 0.001), and stated behavior (ß = 0.073; p < 0.05) constructs. The latter is also positively predicted by intention (ß = 0.151; p < 0.001). Based on the results, actions and incentives for reducing plastic consumption were provided.