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            <title xml:lang="en">The Effect of Perceived Individual Social Contexts on Behaviors Against Plastic Pollution</title>
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                <term xml:lang="en">perceived similarity</term>
                <term xml:lang="en">social comparison</term>
                <term xml:lang="en">Attitude</term>
                <term xml:lang="en">personal norm</term>
                <term xml:lang="en">conformism</term>
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              <p>The plastic pollution is a challenge for the sustainability of our society. It is urgent to increase our knowledge on the behavioral determinants of plastic avoidance and fighting pollution. This is why we surveyed a representative sample of 1008 French individuals. Instead of a classical analysis on the totality of respondents, we made an analysis of the behavioral determinants for the subpopulations of individuals having all the same perceived individual social context (PISC), that is how they position themselves in terms of social comparisons to others in general, and to the important people for them. We show that the two types of analysis give different results. Effects of social identifications to the groups’ norm representing our contexts can be either positive or negative, leading to conformism or anti-conformism. Moreover, classical behavioral determinants vary with PISCs. Attitude, personal norm, and perceived behavioral control remain important but their effects can be insignificant for some PISCs, while important for others. Conclusions obtained at the PISC level of analysis solve some inconsistencies in the literature about behavioral determinants.</p>
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