Abstract
Plastic pollution is a pressing global environmental challenge. Encouraging sustainable behavior among consumers is essential for solving this problem. This study investigated the role of faith in shaping behaviors to mitigate plastic pollution in Japan and Malaysia. In this study, faith was translated into perceived faith connections with the environment, culture, cleanliness, and solutions to understand its universal role in pro-environmental behaviors regardless of the type and depth of religious beliefs. An online questionnaire survey was administered to university students (Japan, N = 157; Malaysia, N = 192), and the psychological processes involved in plastic pollution mitigation were examined based on the theory of planned behavior. A factor analysis of faith connections revealed the relevance of faith as one of three factors. The results of the structural equation modeling showed that the relevance of faith was positively associated with behavior in both countries, while the primary significant paths were distinctive. Positive attitudes toward behavioral change and perceived behavioral control (i.e., opportunities) are critical psychological factors encouraging behaviors in Japan and Malaysia. These findings suggest that faith plays a pivotal role in shaping pro-environmental intentions and behaviors and that structural and psychological barriers must be overcome.
https://ror.org/02956yf07 
