Abstract
This study investigates the links between values and attitudes towards plastic carry bag fee ordinance that has recently been adopted in Turkey, effective from January 2019 onwards in the light Value-Belief-Norm (VBN) theory. A total of 217 participants responded to a questionnaire consisting of carry bag ordinance, value orientations, perceived issue importance as well as a life satisfaction. Participants were also asked to report how often they bring their reusable carry bag during the grocery shopping. According to the structural equation model, values and perceptions of importance of the issue are consequential in terms of attitude toward complying with the carry bag fee ordinance, their subsequent behavior as well as overall life satisfaction. Specifically, biospheric and altruistic values have a moderate effect on perceived issue importance whereas attitude to comply with the ordinance has a negative effect on life satisfaction. Attitude towards complying with the carry bag ordinance and life satisfaction significantly affect subsequent behavior to bring one’s bag to grocery shopping. Interestingly, biospheric values have a negative and altruistic values have no significant effect on life satisfaction.
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