Journal of Experimental Psychology: Applied, Vol 31(3), Sep 2025, 153-167; doi:10.1037/xap0000528
Plastic pollution control is imminent, and choosing biodegradable plastic bags instead of ordinary plastic bags is a critical way to control plastic pollution from the consumer side. This study constructs a prediction model of consumers’ willingness to use biodegradable plastic bags under the influence of perceived behavioral control based on the stimulus-organism-response model from the consumer perspective’s supply and demand sides. The empirical test results from 852 sample data points show that perceived product quality and price recognition have a significant positive effect on the willingness to use biodegradable plastic bags; attitude has a mediating effect on both paths; label cognition does not have a significant effect on the willingness to use biodegradable plastic bags, but label trust can play a mediating role; and the moderating effect of perceived behavioral control is also successfully verified. These findings can provide policy recommendations for promoting consumers’ use of biodegradable plastic bags. (PsycInfo Database Record (c) 2025 APA, all rights reserved)