Abstract
The consumption of single-use plastics has been increasing each year. This has become a global concern and many governments have initiated sustainable policies to reduce the consumption of single-use plastics to protect the eco-system. A few countries have banned the sale of plastic bags and thereby there is a reduction in the usage of plastics. This study develops a comprehensive framework by extending the theory of planned behaviour. Specifically, this study investigates the effects of connectedness to nature and retailers’ incentives on attitudes towards the environment. This study also tests the effects of attitude, perceived behavioural control, and subjective norm on intention to bring your own bag (BYOB), and also examines the impact of intention to BYOB on pro-environmental behaviour. Data was collected from India. This study applied structural equation modelling with a sample of 505 to test the relationships. The study results show that retailers’ incentives do not affect attitudes towards the environment and subjective norms do not have a significant relationship with intention to BYOB. This study provides important implications for the retailers and policymakers.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
