Media exposure and plastic-reducing behaviours in China: The mediating effect of environmental concern and locus of control

The environmental problems caused by plastic pollution have increased at an astonishing speed. However, attempts to study the dynamics of plastic-reducing behaviours are few and far between. In this regard, based on the attitudinal-contextual-behavioural (ABC) theory of pro-environmental behaviours, this study conducts an online survey to analyse the functioning of media exposure on Chinese consumers’ three types of plastic bag reducing behaviours during shopping, including saving inner plastic packaging bags by putting many goods into one bag, hand-carrying and bringing reusable bags. Employing the snowball sampling method, this study successfully collected 361 valid questionnaires for analysis. The findings of this study indicate that environmental concern and locus of control play mediating roles between media exposure and plastic-reducing behaviours. However, the study finds no supporting evidence for the mediating function of plastic pollution knowledge. These results have implications for plastic crisis managers and governmental officials. In designing media content for environmental education campaigns, it is advisable to prioritize strategies that evoke emotions over a sole focus on disseminating knowledge about plastic pollution.