Examining participation in the “No Plastic Bag Day” (NPBD) campaign among UiTM Seremban 3 students

Plastic bags remain among the most widely used single-use plastics worldwide, with harmful environmental and health effects because of their non-biodegradable nature and contribution to pollution. Malaysia has launched several initiatives, such as the No Plastic Bag Day (NPBD) campaign, to reduce consumption; however, participation rates remain low despite continued efforts. This study examines the factors that influence student participation in the NPBD campaign at Universiti Teknologi MARA (UiTM) Seremban 3, focusing on three determinants drawn from the Theory of Planned Behavior (TPB): environmental knowledge, campaign awareness, and attitude. A total of 230 respondents took part in this survey-based study through stratified sampling. Data were analyzed using descriptive statistics, Pearson correlation, and multiple regression analysis. The results show that all three variables significantly and positively influence participation, with awareness emerging as the strongest predictor, followed by environmental knowledge and then attitude. The regression analysis revealed that these factors jointly explained 66.7% of the variance in campaign participation. The findings highlight the important role of awareness campaigns in shaping pro-environmental behavior, while also showing the complementary influence of knowledge and attitude. This study contributes to both theoretical and practical understanding by validating the TPB in a Malaysian higher education setting and offering useful insights to help policymakers, universities, and NGOs design more effective interventions. Strengthening awareness strategies, embedding environmental education, and shaping positive attitudes are essential to develop sustainable practices among youth, thereby supporting Malaysia’s roadmap to reduce single-use plastics and promote long-term environmental responsibility