Community knowledge, attitudes, and practices towards plastic pollution in Pujada Bay, Philippines: Relevance for UNESCO world heritage site nomination

Pujada Bay is a marine biodiversity hotspot in the Philippines and has been declared one of the most beautiful bays in the world. It was nominated as a UNESCO World Heritage Site as an extension of the Mt. Hamiguitan Range Wildlife Sanctuary. However, plastic pollution threatens this protected area and endangers marine life and local communities' livelihoods. This study evaluates public knowledge, attitudes, and practices (KAP) regarding microplastics and plastic pollution. A cross-sectional survey was conducted among 366 respondents from four coastal barangays. The findings reveal that local communities exhibit a high level of knowledge about the environmental and health impacts of plastic pollution and of local solutions. However, public understanding of the nature and sources of microplastics, as well as how they are generated by everyday consumer products, remains moderate. Respondents' attitudes toward plastic pollution showed strong feelings, with residents expressing deep environmental concern, support for policy measures, and a willingness to adopt sustainable practices. A knowledge-behaviour gap is evident, with moderate overall levels of practice in waste management, consumer choices, and lifestyle changes aimed at minimising plastic use. Socio-demographics, particularly education, gender, household size, and duration of residence, were associated with respondents' KAP. To bridge the gap between awareness and action, this study recommends targeted education, stronger community engagement, and improved waste management to protect the bay's cultural and ecological heritage.