Assessment of consumer behaviour towards recycled plastic products: insights from the UAE

This study examines consumer behaviour in the United Arab Emirates (UAE) towards purchasing household items made from recycled plastics, a critical component of environmental sustainability. Using a survey-based methodology combined with structural equation modelling (SEM), the research investigates the effects of perceived risks, anticipated emotions, and perceived economic, environmental, and social benefits on purchase intentions. Key findings reveal a higher purchase propensity among women (75.3%) and young adults aged 18–30 (86.8%), with educated individuals demonstrating stronger preferences for eco-friendly products. The research identifies environmental concern, attitude, perceived behavioural control, anticipated pride, and environmental benefits as the most significant predictors of purchase intentions across genders. A strong positive correlation between environmental concern and economic benefits highlights their interdependence, while moderate correlations with perceived social responsibility suggest additional underlying complexities. Notably, the study is among the first to explore gender-specific consumer behaviour towards recycled plastic products in the UAE, addressing a critical gap in the behavioural literature of developing economies. The findings contribute to the theoretical understanding of sustainable consumer behaviour by integrating constructions from the theory of planned behaviour and social learning theory. Practically, the research provides actionable recommendations for businesses and policymakers, emphasising the importance of gender-sensitive strategies, educational campaigns, and product availability to enhance the adoption of recycled plastic products. These insights align with the UAE's sustainability goals and broader global efforts to reduce plastic waste and promote a circular economy.