Abstract
Shopping bags have posed significant environmental burdens. The integrated model of theory of planned behavior (TPB) and norm activation model (NAM) was proposed to predict individuals' choice of shopping bags. Data from a cross-sectional study with a total of 536 respondents in Vietnam was used to test the proposed models and hypotheses. Results from linear regressions indicated that socioeconomic factors possibly were confounding factors for the main associations. Results from structural equation modeling showed that revised TPB, revised NAM and integrated model of TPB and NAM were good fit. Controlling for socioeconomic factors, mediation analyses showed that personal norms mediated the relationship between. The results of this research contribute to theory development in the area of pro-environmental purchase behavior.
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