Analysis of Consumer's Behavior in Using Eco-Friendly Shopping Bags in Pontianak City

Abstract

This research aims to explore and analyze consumer intentions and behaviors in Pontianak City concerning the use of eco-friendly shopping bags, particularly among those who shop at retail stores, supermarkets, and malls with prior planning.This research uses the Theory of Planned Behavior, namely to find out the influence of attitude, subjective norms and perceived behavioral control on intention and behavior using eco friendly shopping bags. The findings indicate that the intention to utilize eco-friendly shopping bags is influenced by factors such as attitude, subjective norms, and perceived behavioral control. Attitude and perceived behavior influence behavior using eco-friendly shopping bags, while subjective norms do not influence behavior using eco-friendly shopping bags. Intention to use is proven to mediate the influence of attitude, subjective norms, and perceived behavioral control on behavior using eco-friendly shopping bags.