Choosing clean: Do Indian consumers intend to purchase microplastic-free personal care products

Plastic microbeads in personal care products have raised significant environmental concerns, prompting regulatory interventions worldwide. However, consumer intentions play a crucial role in ensuring the success of such initiatives, particularly in emerging economies where market diversity and socio-cultural complexities exist. This study developed an integrative model combining the Theory of Planned Behaviour, Value Belief Norms, and Social Cognitive Theory to understand the pro-environmental behavioural intentions of Indian consumers towards microplastics in personal care products. A nationwide survey (N = 375) and Structural Equation Modelling (SEM) with PROCESS macro analysis were conducted. The study identified ‘moral values’ as a critical determinant of Behavioural Intention, influencing decisions through two indirect multiple mediation pathways; the former involving ‘self-efficacy’ and ‘attitude’ (β = 0.119), whereas the latter includes ‘environmental knowledge’ and ‘attitude’ (β = 0.061). In this study, ‘observational learning’ exhibited a novel conditional moderation effect at moderate and high levels through ‘self-efficacy’ (β = 0.055) and ‘perceived behavioural control’ (β = 0.034), emphasising the role of social learning in shaping consumers' intentions towards purchases. A baseline observation of this study noticed that younger, female, and scientifically educated consumers were more emotionally responsive and supportive of regulatory measures, while older and non-science background consumers preferred incentive-based approaches. The insights from this study will aid in developing responsible consumption patterns through targeted awareness campaigns, eco-labelling, influencer-led promotions, and educational curriculum reforms, which are linked to Sustainable Development Goal 12.