Microplastics in personal care products: Exploring public intention of usage by extending the theory of planned behaviour

Microplastics, artificial plastic particles with a particle size of <5 mm, have attracted considerable attention due to their potential negative impacts on the social economy, ecological environment, and human health. An important direct source of microplastics (i.e., microbeads in cosmetics) is scrub particles from personal care products, such as cosmetics and toothpaste. Therefore, it is necessary to understand consumers' perceptions and behaviours regarding these products, which can help reduce the emission of microplastics at the source. The purpose of this study is to quantitatively analyse the impact factors and interaction mechanisms of the public behavioural intention of reducing the use of personal care and cosmetic products containing microplastics through the expanded theory of planned behaviour (TPB) model. We conducted random face-to-face interviews with 496 respondents in Shanghai, China. The results show that (1) attitude has the most powerful positive influence on behavioural intention, followed by perceived behavioural control and environmental concern, whereas there is no significant direct influence of subjective norms, environmental education, and behavioural experience; (2) subjective norms have an indirect influence on behavioural intention through attitude and perceived behavioural control; and (3) environmental education and behavioural experience both have an indirect impact on behavioural intention through attitude. Practical and effective policy implications are proposed for the government to reduce microplastic pollution based on the results of this article.