Abstract
The purpose of this study was to explore variables explaining consumers' intention toward the use of eco-friendly bags in retail stores in an emerging market economy, Thailand. The research was hinged on the Theory of Planned Behavior. The study adopted a survey research design where data was collected using a structured questionnaire on a 5-point Likert scale, with the study sample selected by convenience and purposive sampling methods. The sample population consisted of 609 Thai consumers aged 18 years and above who have shopped in retail stores. Multiple linear regression analysis was applied to analyze the data. The results revealed that environmental attitude, subjective norms, and perceived behavioral control had a positive effect on consumer intention towards the use of eco-friendly shopping bags in retail stores. Whereas subjective norms had the highest effect on consumer intention towards the use of the eco-friendly bag in retail stores. The findings of this study are expected to help the government and private sector to create an appropriate marketing tactics such as using influencers to increase consumer intention towards the use of an eco-friendly bag.
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