The mass production and use of plastics over the past decades is now posing a threat to the environment due to increasing pollution. The industrial transition towards more sustainable plastic alternatives has already started, but the process will require years to become truly feasible from an industrial and economic standpoint. In the meantime, a significant contribution to limit plastic-related environmental impact could arise from consumers’ daily consumption choices. This study aims at investigating the determinants of consumers’ decision to avoid purchasing single-use plastic eating utensils, food products with multiple plastic packaging, and plastic water bottles while grocery shopping. The results of the Structural Equation Model reveal that environment- and health-related concerns associated with plastics are key drivers of plastic avoidance. Instead, subjective knowledge and the importance attached to the commitment of third parties for tackling the plastic issue only indirectly affect consumer behaviors with regard to plastic avoidance.

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