Integrating value belief norm and protection motivation theories to explain single use plastic reduction in flood prone communities

Reducing single-use plastic in areas susceptible to flooding fosters community resilience by lowering flood risk and aiding international initiatives to address plastic waste. This study investigates the factors that encourage pro-environmental behavior (reduction in single-use plastic consumption) among flood-prone communities. It proposes a comprehensive model by integrating the value-belief-norm theory with the protection motivation theory. A quantitative method and convenience sampling were used to collect data from 338 Malaysian households living in flood-prone areas in Klang Valley. We used partial least squares-structural equation modeling to examine the data. We found that environmental values had a significant effect on the ecological worldview, except for egoistic values. The ecological worldview significantly influenced awareness of consequences, which had a significant impact on ascription of responsibility. Additionally, environmental beliefs significantly influenced personal norms. Furthermore, awareness of consequences had a significant impact on perceived vulnerability and response efficacy; however, ascription of responsibility did not. Perceived vulnerability and response efficacy were found to have a significant influence on behavioral intention, except for personal norms. Moreover, we found a significant effect between intention and actual behavior but no moderating effect of green shared vision on this relationship. By merging these two concepts, this study contributes to the discourse on environmental sustainability, resilience and disaster preparedness in vulnerable areas. We recommend that stakeholders promote initiatives to change behavior, minimize plastic waste, and enhance climate resilience in flood-prone areas.