The Role of Awareness of Consequences in Predicting the Local Tourist’s Plastic Waste Reduction Behavioral Intention: The Extension of Planned Behavior Theory

This article's goal is to investigate the structural model that explains how awareness of consequences, subjective norms, attitude and behavior control variables influence plastic wastes behavioral intention in Jeddah's beaches, Saudi Arabia. A quantitative approach was employed. For data analysis, structural equation modeling was used. Based on the literature analysis, the study used a structured questionnaire. Multiple statistical analyses were used to examine the hypotheses. This study conducts a survey on a sample of 390 local tourists to investigate their intention to reduce plastic wastes. To increase the explaining power for behavioral intention, this study extended the TPB by adding awareness of consequences. The study's participants were selected randomly. 340 of them agreed and answered the questionnaire, yielding a percentage response rate 87%. This produced 271 valid questionnaires for data analysis after closely examining the survey. The results demonstrate a positive influence of subjective norms, perceived behavioral control, and consequences awareness on environmental behavioral intention. On the other hand, attitude does not significantly contribute to predict EBI. Governments, legislators, and researchers may use the work's findings to create and execute efficient waste management programs.