Understanding zillennials consumer green behavior of reducing plastic bag use through the theory of planned and interpersonal behavior

Solekah, Nihayatu Aslamatis ORCID: https://orcid.org/0000-0002-6722-8283, Handriana, Tanti and Usman, Indrianawati (2024) Understanding zillennials consumer green behavior of reducing plastic bag use through the theory of planned and interpersonal behavior. Journal of Consumer Sciences, 9 (2). pp. 206-225. ISSN 2460-8963

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Abstract

Adopting cloth bags over single-use plastic bags is a significant consumer behavior. Employing the theory of planned and interpersonal behavior, this study aimed to understand the relationship between customers' intentions to use cloth bags and their awareness of the environmental impact of plastic bags. Through purposive sampling, 277 individuals born after 1980 and making at least one to three in-person retail and Internet purchases each month were selected as participants. The data were processed using descriptive and SEM (Structural Equation Model). The findings reveal that creating the next generation of habit bags can significantly enhance social awareness of plastic bag usage and the environment. However, no evidence suggests that the environmental awareness of plastic bags increases the intention to use cloth bags. The more the social pressure and support for banning plastic bags intervene, the more the intention to use cloth bags contributes to changing consumer behavior to use fewer plastic bags. Therefore, habit bag use can positively influence proenvironmental behavior, as this study combined the theory of interpersonal behavior and the theory of planned behavior. These results contribute to the theoretical framework for understanding how the millennial generation's interpersonal conduct, reflected in their bag-using behaviors, influences their behavior in minimizing plastic bag usage. These findings imply that adopting single-use or non-plastic bag habits can motivate people to reduce their usage of plastic bags. This behavior is further encouraged by laws prohibiting the use of plastic bags

Item Type:	Journal Article
Keywords:	consumer behavior of reducing plastic bag use; environmental awareness of plastic bags, habit of bag use, intention to use cloth bags, social pressure, support for the banning plastic bags
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150501 Consumer-Oriented Product or Service Development 17 PSYCHOLOGY AND COGNITIVE SCIENCES > 1702 Cognitive Sciences > 170202 Decision Making
Divisions:	Faculty of Economics > Department of Islamic Banking
Depositing User:	Nihayatu Aslamatis Solekah
Date Deposited:	19 Jul 2024 14:29

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