Measurement items.

Mortality salience (MS) and self-esteem affect attitudes and behavioral intentions in various contexts, including pro-environment behavioral intentions. This study aimed to explore how MS and explicit self-esteem impact on attitude towards plastic reduction for future generations (APRFG) and intention to reduce plastic use, by integrating the Theory of Planned Behavior (TPB) and Terror Management Theory (TMT). An experimental design was employed, with 357 participants aged 20 to 70 recruited via an online platform. The participants were randomly assigned to either an MS condition, or a control condition and then measured their explicit self-esteem by the Rosenberg Self-Esteem Scale. Subsequently, the experimental group was exposed to information on the fatal health risks associated with microplastics, while the control group was reminded of their own experiences of dental pain. After a few minutes, all participants were asked to complete a self-report questionnaire, including APRFG, subjective norm, perceived behavioral control, and intention to reduce plastic use. Data were analyzed using the PROCESS macro to examine mediation and moderation effects. Our findings showed that MS significantly enhanced APRFG, subjective norm, and perceived behavioral control, which in turn led to stronger intention to reduce plastic use. Among these three factors, the mediating effect of APRFG was the most pronounced, highlighting its central role in linking MS to plastic reduction intention. MS, when combined with explicit self-esteem, significantly influences APRFG and intention to reduce plastic use. The relationships between MS and APRFG/plastic reduction intention were particularly pronounced among the participants with lower explicit self-esteem. Policymakers can leverage these insights to craft marketing messages that enhance plastic-reduction efforts, taking into account individual differences in explicit self-esteem.

死亡凸显（Mortality Salience, MS）与自尊可在诸多情境中影响个体的态度与行为意向，亲环境行为意向亦在此列。本研究旨在整合计划行为理论（Theory of Planned Behavior, TPB）与恐惧管理理论（Terror Management Theory, TMT），探究死亡凸显与外显自尊如何作用于个体对为后代进行塑料减塑的态度（Attitude towards Plastic Reduction for Future Generations, APRFG）以及塑料使用减量意向。本研究采用实验设计，通过线上平台招募了357名年龄介于20至70岁的参与者。所有参与者被随机分配至死亡凸显组或对照组，随后采用罗森伯格自尊量表（Rosenberg Self-Esteem Scale）测量其外显自尊水平。后续操作中，实验组被暴露于微塑料相关致命健康风险的信息中，而对照组则被唤起自身牙痛的经历。数分钟后，全体参与者需完成一份自陈式问卷，内容涵盖APRFG、主观规范、知觉行为控制以及塑料使用减量意向。本研究运用PROCESS宏程序对数据进行分析，以检验中介效应与调节效应。结果显示，死亡凸显可显著提升个体的APRFG、主观规范与知觉行为控制水平，进而强化其塑料使用减量意向。在上述三类影响因素中，APRFG的中介效应最为显著，凸显了其在联结死亡凸显与塑料减塑意向间的核心作用。此外，死亡凸显与外显自尊的交互作用可显著影响个体的APRFG与塑料使用减量意向；具体而言，在外显自尊水平较低的参与者群体中，死亡凸显与APRFG、塑料减塑意向之间的关联尤为突出。政策制定者可依托本研究结论，结合个体在外显自尊层面的差异，设计可有效推进塑料减塑工作的营销传播策略。