Developing the littering behavior model focusing on implementation intention: a challenge to anti-environmental behavior

Abstract

Marine litter and plastic pollution are pressing concerns demanding immediate attention. Understanding psychological processes causing anti-environmental behavior is crucial to prevent littering. Even when people have the intention not to litter, they may still engage in littering behaviors. Therefore, this study develops a littering behavior model that incorporates the concept of implementation intention. This proposed model suggests that the willingness to admit to littering within a specific context is introduced between the behavioral intention and the actual behavior. For this study, a web questionnaire survey was conducted in Japan, yielding 4642 valid responses. We developed question items considering response bias toward socially undesirable content. Through this approach, we gathered participant responses that revealed a tendency to litter depending on the situation. The results of structural equation modeling confirmed the model’s validity, suggesting that implementation intention was a direct determinant of littering behavior. The model demonstrated that individuals may still engage in littering behavior in specific situations, despite having a goal of not littering, due to the influence of implementation intention. Accordingly, efficient interventions should be designed in alignment with this behavioral model.