Experimental questionnaire results.

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，亲环境行为意向亦涵盖其中。本研究整合计划行为理论（Theory of Planned Behavior，TPB）与恐惧管理理论（Terror Management Theory，TMT），旨在探讨MS与外显自尊如何影响个体针对后代的塑料减塑态度（Attitude Towards Plastic Reduction for Future Generations，APRFG）以及塑料使用减缩意向。研究采用实验设计范式，通过线上平台招募357名年龄介于20至70岁的参与者，将其随机分配至MS实验组与对照组，随后采用罗森伯格自尊量表（Rosenberg Self-Esteem Scale）测量参与者的外显自尊水平。实验组受试者接收了关于微塑料相关致命健康风险的信息，对照组则被提示回忆自身曾经历的牙痛体验。数分钟后，所有参与者需完成一份自陈式问卷，问卷内容涵盖APRFG、主观规范、知觉行为控制以及塑料使用减缩意向。本研究采用PROCESS宏程序对采集的数据进行分析，以检验中介效应与调节效应。结果显示，MS可显著提升APRFG、主观规范与知觉行为控制水平，进而增强个体的塑料减缩行为意向。在上述三类核心因素中，APRFG的中介效应最为显著，凸显了其在MS与塑料减塑意向间的核心联结作用。MS与外显自尊的交互作用可显著影响APRFG与塑料减缩意向；具体而言，MS与塑料减塑相关态度、意向的关联，在外显自尊水平较低的参与者群体中尤为突出。政策制定者可借鉴本研究结论，结合个体在外显自尊层面的差异，设计针对性的营销宣传信息以推动塑料减塑行动的落地。