Abstract: The public behavioral psychology is a key factor for the efficiency of the single-use plastics reduction policies. In order to formulate differentiated single-use reduction policies and measures, a single-use plastic reduction behavior intention model was established based on Theory of Planned Behavior (TPB) and Normative Activation Theory (NAM) of environmental behavior theory. Then the questionnaires were formulated based on this model. 408 valid questionnaires were obtained from different groups by the means of online and offline investigation. And AMOS software was used to analyze the structural equation model. It showed that the awareness of the pollution consequences of (micro)plastic pollution had a significant positive impact on the public intention to reduce the use of single-use plastics, so the government should enhance the propagation of the environmental impact of (micro)plastic pollution, especially to make the public feel its negative effects on the personal health. The survey results also showed that the positive attitudes of the investigated persons to reduce the use of single-use plastic products had no significant impacts on their behaviors, and therefore the mechanism of rewards and penalties for single-use plastic reduction behavior was necessary to increase the public initiatives to reduce the single-use plastics.