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<p>Plastic waste pollution poses a severe threat to blue tourism destinations; however, the mechanisms underlying the transition from tourist awareness to behavioral action, specifically tourists’ readiness for co-creation, remain underexplored. This study investigates the drivers of tourists’ readiness to co-create plastic waste solutions by applying the PLS-SEM approach to a sample of 426 visitors to Cua Dai Beach, Vietnam. By integrating the C-A-C framework with the TSOL perspective, the research uncovers distinct motivational pathways across four participation contexts. The analysis indicates that Social Awareness and Shared Responsibility generally drive the Perceived Value of Contribution, which in turn fosters action. However, this pathway is disrupted by financial incentives, which weaken the role of shared responsibility (the crowding-out effect). Conversely, voluntary community participation fosters direct engagement driven by intrinsic norms rather than calculated value. The study provides a multidimensional theoretical model of co-creative behavior for reducing plastic waste and suggests that tourism managers design context-sensitive initiatives that emphasize intrinsic motivation over potentially counterproductive financial incentives.</p>

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How do individual actions and community efforts co-create effective solutions for plastic waste in blue tourism? a case study of Cua Dai beach, Vietnam

  • 期刊论文

  • 发表日期：

    2026年5月16日

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  • Thi Thao Do,
  • Ngoc Anh Le

摘要

Plastic waste pollution poses a severe threat to blue tourism destinations; however, the mechanisms underlying the transition from tourist awareness to behavioral action, specifically tourists’ readiness for co-creation, remain underexplored. This study investigates the drivers of tourists’ readiness to co-create plastic waste solutions by applying the PLS-SEM approach to a sample of 426 visitors to Cua Dai Beach, Vietnam. By integrating the C-A-C framework with the TSOL perspective, the research uncovers distinct motivational pathways across four participation contexts. The analysis indicates that Social Awareness and Shared Responsibility generally drive the Perceived Value of Contribution, which in turn fosters action. However, this pathway is disrupted by financial incentives, which weaken the role of shared responsibility (the crowding-out effect). Conversely, voluntary community participation fosters direct engagement driven by intrinsic norms rather than calculated value. The study provides a multidimensional theoretical model of co-creative behavior for reducing plastic waste and suggests that tourism managers design context-sensitive initiatives that emphasize intrinsic motivation over potentially counterproductive financial incentives.