The significance of global identity in shaping individual behaviour and policy support: Focus on plastic purchasing and consumption

Abstract

Global identity (GI), a sense of belonging to a global society, is gaining attention as a key factor for promoting pro‐environmental behaviours (PEB) to tackle the global environmental crisis. Among such global predicaments, plastic waste and pollution remain pressing issues. Although prior research has established a link between GI and PEB, the underlying psychological pathways have not been comprehensively explored. Applying the comprehensive action determination model (CADM), the present study aims to develop and test a model that investigates the contribution of GI to PEB via psychological mediators. Additionally, a preliminary examination of the relationship between GI and policy support is conducted. A web‐based survey was conducted in February 2025 using quota sampling by gender, age and prefecture among Japanese adults ( N  = 2400). The questionnaire measured GI, plastic‐related PEB, psychological factors (e.g. awareness of consequence, ascription of responsibility, lack of personal response efficacy and goal intention) and policy support. The revised model from structural equation modelling showed acceptable fit, which was in line with the original theoretical expectations. GI showed positive associations with awareness of consequence and ascription of responsibility, and a negative association with lack of personal response efficacy. It also directly influenced goal intention and plastic PEB. A multiple regression analysis revealed that GI positively predicted policy support. This study highlights the importance of GI by demonstrating its links to PEB and relevant psychological factors. GI may play a role in shaping both individual‐level environmental behaviour and collective‐level policy advocacy to address the plastic issue.