Assessing Community Readiness for a Plastic-Free Market in Malaysia: Evidence from Pasar Awam Taman Universiti, Skudai, Johor

The intensifying urgency to address plastic pollution has increased the global interest in sustainable market practices. However, evidence on the consumer’s readiness for plastic-free transition in the Malaysian public market remains limited. This study explores community readiness for a plastic-free market at Pasar Awam Taman Universiti, Skudai, Johor. Using a cross-sectional survey of 200 consumers, it examines awareness, behaviour, and policy support related to the campaign. Results show that public awareness of plastic pollution is high (78 per cent) and knowledge of environmental impacts scored strongly (mean 4.63 ± 0.58). However, consistent behavioural adoption remains moderate (mean 4.03 ± 0.71), often limited by convenience and routine shopping habits. Most respondents expressed moral support for the campaign and preferred facilitative strategies such as continuous local engagement rather than stricter enforcement. Factor analysis revealed three dimensions of readiness: behavioural convenience, moral and policy support, and social-emotional norms, explaining 64.8 per cent of the total variance. The findings indicate that the community is aware and supportive but still adjusting to sustainable habits. Practical improvements should focus on visible reminders and accessible alternatives to make environmentally responsible behaviour more convenient. Overall, the study highlights the importance of linking awareness, behaviour, and policy in shaping Malaysia's transition toward plastic-free community markets.