FACTORS OF SINGLE-USE PLASTIC AVOIDANCE BEHAVIOUR IN BATTICALOA DISTRICT

Abstract

The growing environmental concerns associated with single-use plastic consumption have led to increased research on factors influencing plastic avoidance behavior. This study aims to examine the relationship and impact of Attitude, Environmental Awateness, Laws and Regulations, Perceived Behavioral Control, plastic Avoidance Behavioral Intention, Plastic-Related Environmental Behavioral Concern, and Subjective Norms on Single-Use Plastic Avoidance Behavior among households in the Batticaloa District. A quantitative research approach was employed, and primary data were collected using a structured questionnaire. The study adopted a simple random sampling technique, selecting 383 households from the Bafficaloa District. The questionnaire items were measured using a five-point Likert scale. Data analysis was conducted using pearson conelation analysis and multiple regression analysis to determine the relationships and impacts of the selected variables. The ftndings revealed that Perceived Behavioral Control, Subjective Norms, and plastic Avoidance Behavioral Intention had strong positive influences on plastic avoidance behavior. Environmental Awareness and Laws and Regulations exhibited weak to moderate relationships, while Attitude and plastic-Rr:lated Environmental Concern also played significant roles in shaping behavior. The results indicate that individuals are more likely to avoid single-use plastics when they perceive control over their actions and receive social encouragement. This study contributes to the existing literature by providing empirical evidence on the behavioral determinants of single-use plastic avoidance in a Sri Lankan context. The findings highlight the need for public awareness campaigns, regulatory enforcement, and community-driven interventions to promote sustainable plastic consumption behavior. Future research could explore additional moderating factors such as economic constraints and cultural influences to further enhance understanding. The insights from this study can assist policymakers, environmental organizations, and stakeholders in developing effective strategies to reduce single-use plastic consumption and encourage sustainable environmental practices. Keywords: Single-use plastic, avoidance Behavioral, Environmentul awareness, s ustainuble alternatives, c ommunity engflgement, po licy interventio ns