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ORIGINAL RESEARCH
Towards a Cleaner Environment: Investigating
the Impact of Environmental Motivation
and Innovativeness in Chinese Youth’s
Intentions Towards Bio-Plastic Use
1
School of Economics and Management, Civil Aviation Flight University of China, Guanghan 618307, China
2
Department of Economics and Business Management, University of Veterinary and Animal Sciences, Lahore, Pakistan
3
Department of Finance and. Economics, University of Jeddah, Saudi Arabia
Submission date: 2024-03-15
Final revision date: 2024-04-23
Acceptance date: 2024-06-05
Online publication date: 2025-01-16
Publication date: 2025-05-09
Corresponding author
Chuanhui Liao
School of Economics and Management, Civil Aviation Flight University of China, Guanghan 618307, China
School of Economics and Management, Civil Aviation Flight University of China, Guanghan 618307, China
Pol. J. Environ. Stud. 2025;34(4):4421-4433
KEYWORDS
TOPICS
ABSTRACT
The extensive use of plastics is a major source of environmental pollution and has become
a growing concern for countries worldwide that require immediate response. Several measures have
been taken to reduce the increasing use of plastics. Bio-plastics have been introduced in many parts
of the world as an alternative to conventional plastics. Bioplastics are plastic materials produced
from renewable biomass sources that are more environmentally friendly than conventional plastics.
This study analyzed the impact of altruism, innovativeness, and environmental motivation on Chinese
youth switching intentions in the context of bio-plastics in China. Data collected from 400 young
Chinese consumers through convenience sampling were analyzed using PLS-SEM. The findings
indicate that altruism, innovativeness, and environmental motivation significantly impact young
Chinese consumers’ switching intentions. The findings also revealed that attitudes towards bio-plastics
significantly mediate between innovativeness, environmental motivation, and environmentally friendly
bio-plastic use intentions. Introduce incentives such as discounts, rewards, or recognition programs for
Chinese youth who actively choose bio-plastic products over conventional plastics. These incentives can
help reinforce positive behavior and encourage the widespread adoption of environmentally friendly
alternatives.
CONFLICT OF INTEREST
The authors declare that they have no known competing financial interests or personal relationships that could have appeared to influence the work reported in this paper.
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