Abstract
This study explores the attitudes, subjective norms, and perceived behavioral control of Dhaka city residents toward plastic pollution, using the Theory of Planned Behavior (TPB) as a framework. A cross-sectional survey of 435 participants was conducted online, targeting adults (≥ 18 years) with internet access. The survey consisted of 10 items each for attitude, subjective norms, and perceived behavioral control, analyzed using descriptive statistics and multiple regression to identify associations with sociodemographic factors such as age, education, and income. Findings indicate that respondents generally hold positive attitudes toward reducing plastic pollution, with 39.77% agreeing to purchase environmentally sustainable products despite higher costs and 44.83% willing to reduce single-use plastics even when offered for free. However, adoption of reusable alternatives remains low, with only 28.97% using their bags when shopping. Subjective norms showed moderate influence, with 43.68% of respondents indicating that people around them affect their plastic usage, though many lacked social pressure to adopt environmentally friendly behaviors. The study also highlights practical barriers, including the low availability of biodegradable alternatives (4.37%), lack of effective plastic waste segregation, and limited community-level campaigns. The 36-45 age group showed a significant negative association with perceived behavioral control, while higher education positively influenced attitudes toward plastic reduction. The study emphasizes the need for supportive policies, reward systems, and infrastructure to translate positive attitudes into sustainable behaviors. These findings offer valuable insights for policymakers aiming to improve plastic pollution management in Dhaka and other developing urban areas.