Plastic microbeads in personal care products, which pose potential environmental concerns, have led to regulatory responses worldwide. However, drafting effective policies requires an understanding of the Pro-Environmental Behavioural Intentions (BI), especially in developing countries characterised by diverse socio-cultural contexts and a significant consumer base. This research adopted an innovative integrative framework by merging the Theory of Planned Behaviour, Value Belief Norms, and Social Cognitive Theory to gain insights into the pro-environmental behavioural intentions of Indian consumers regarding microplastics in personal care items. A nationwide survey (N = 375) along with Structural Equation Modelling (SEM) and PROCESS macro analysis revealed that values serve as a crucial factor influencing Behavioural Intentions (BI), impacting choices through various mediation pathways that include attitudes, environmental knowledge, and subjective norms. Observational learning demonstrated a unique conditional moderation effect at moderate and high levels, highlighting the significance of social learning in reinforcing pro-environmental BI. Additionally, self-efficacy was shown to enhance the perceived behavioural control and subjective norms during elevated social learning scenarios, emphasising the role that social learning plays in decision-making. Younger individuals, women, and those with higher education levels in scientific fields showed increased emotional responsiveness and advocated for more punitive policies, while older individuals, men, and those with non-scientific education preferred economic strategies and exhibited neutral emotional responses. These results highlight the necessity for participation-driven awareness initiatives, engaging social media content, green marketing tactics, reform of educational programs, and both legal and economic strategies to tackle microbead pollution. This research offers a framework to improve consumer involvement with microplastic regulations in developing nations and contribute to global sustainability efforts.