Eco-anxiety and eco-guilt as drivers of protection motivation and plastic avoidance: the case of Jeju plastic-free policy

Abstract

Drawing on Protection Motivation Theory (PMT), this study examines how eco-anxiety and eco-guilt shape threat and coping appraisals, protection motivation (PM), and plastic avoidance behavior (PAB). Results indicate that eco-anxiety and eco-guilt significantly enhance perceived severity, perceived vulnerability, response efficacy, and self-efficacy. Among appraisal components, perceived severity and response efficacy positively influence PM, which in turn significantly predicts PAB. Policy involvement strengthens the effects of perceived severity and self-efficacy on PM, while sustainable intelligence amplifies the relationship between PM and PAB. This study extends PMT by integrating emotional drivers and contextual moderators and provides implications for plastic-free tourism policies.