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This paper aims to investigate whether retailers can contribute to sustainable consumption by campaigning the use of reusable bag. This becomes a challenge since thousands of Indonesian retailers use millions of plastic bags every day. Retailers can participate to reduce the use of plastic bags by developing a social marketing campaign to change consumer behavior. Understanding consumers’ psychological process is important to create appropriate campaign. The modified TRA model combining with perceived consumer effectiveness as moderator is used as the basic theoretical framework to test the hypotheses. Purposive sampling is used to obtain data from 211 respondents which are then analyzed using structural equation modeling. The results of this study show that both attitude and subjective norm positively influences the intention to use reusable bag. Moreover, subjective norm and perceived consumer effectiveness moderate the effect of attitude on behavioral intention. This study contributes to the modification of TRA model by adding the role of subjective norm and perceived consumer effectiveness as moderators. The findings give support to the retailers to design persuasive messages that incorporating the variables that are proven to influence consumers in using reusable bag. Keywords—attitude, subjective norm, perceived consumer effectiveness, behavioral intention

Campaigning Reusable Bag: The Role of Retailers to Achieve Sustainable Consumption