Abstract
Following Chan and coworkers’ (2008) research, the current study integrated Hunt and Vitell’s (1986) ethics perspective and Theory of Planned Behavior (TPB) to present a model that explains consumers’ intention to “Bring Your Own Shopping Bags” (BYOB) with grocery shopping. The proposed model is empirically validated in Taiwan. Based on a survey of 601 respondents, the findings suggest that consumers’ deontological evaluation is positively related to their attitude, subjective norm, and perceived behavioral control, while teleological evaluation is positively related to perceived behavioral control only. In addition, the results also indicate that consumers’ attitude and perceived behavioral control has a positive relationship with BYOB intention, while subjective norm does not have a signification relationship with BYOB intention. In sum, this study contributes to the literature by providing insights for applying general ethics and theory of planned behavior to explain consumers’ BYOB behavior. The results also provide policy makers guidelines regarding BYOB. Managerial implications and research limitations are discussed at the end of this paper.
Highlights
In the last few decades, the public concern for the environment has kept increasing and emerged as an issue with global significance [1,2,3]
Based on Chan and coworkers’ (2008) research, the present study aims to expand their model with the ethics perspective, or the deontological evaluation and teleological evaluation [36]
The questionnaire consisted of seven sections: deontological evaluation, teleological evaluation, attitude, subjective norm, perceived behavioral control, Bring Your Own Shopping Bags” (BYOB) intention, and demographic information
Summary
In the last few decades, the public concern for the environment has kept increasing and emerged as an issue with global significance [1,2,3] Such concerns have led to great changes in consumer attitudes and behaviors toward sustainability [4,5]. Definitions of “sustainability” vary, but most revolve around the idea of preserving the environment for future generations [6] In this vein, sustainable consumption refers to purchase, use, and disposal of products in a manner which reduces environmental harms [7]. Plastic bags lead to serious threats to the environment [22,23,24]. The lightweight design causes plastic bags to travel by air and water, creating fields of litter and clogging sewers [28]
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