Purchase intention: implementation theory of planned behavior (Study on reusable shopping bags in Solo City, Indonesia)

Abstract

Plastic shopping bags have been used in everyday life. In fact, plastic bags production from polyethylene will cause greenhouse gas emission when broken down into small pieces, and hence they contribute to anthropogenic climate change sources. The aim of this study is to examine the effects of environmental knowledge, perceived value and price, product appearance, attitude, subjective norm, perceived behavioral control and intention to purchase reusable shopping bags. The purposive sampling method was used in choosing respondents and the criteria were the respondents who already knew the reusable bag product and had the intention to buy it. Overall, 110 respondents were considered fit to meet the predefined criteria and fill out the questionnaire completely. The instrument testing and also hypothesis testing were tested by Structural Equation Model-Partial Least Square (SEM-PLS). With regard to Hypothesis Testing, the level of confidence was 95% while the rule of thumb for t-test was even having more than 1.96. The results found that environmental knowledge has a positive effect toward attitude, perceived price on influenced attitude, perceived value affecting attitude and product appearance impacted to the attitude (t-students’ value: 2.495; 3.325; 3.932; and 10.028 successively). Furthermore, attitude, subjective norm, and perceived behavioral control influenced the intention to buy. (t-students’ value: 3.907; 2.292; 2.932 respectively).