Open AccessMoral Norm and Theory of Planned Behavior: The Intention to Use Eco-Friendly Reusable Bag
Author(s) -
Ayu Ekasari,
Syeliya Md Zaini
Publication year - 2020
Publication title -
indonesian journal of sustainability accounting and management
Language(s) - English
Resource type - Journals
eISSN - 2597-6222
pISSN - 2597-6214
DOI - 10.28992/ijsam.v4i1.94
Subject(s) - theory of planned behavior , structural equation modeling , environmentally friendly , legal norm , norm (philosophy) , psychology , plastic bag , variable (mathematics) , variables , social psychology , control (management) , marketing , business , computer science , mathematics , engineering , ecology , statistics , artificial intelligence , political science , mechanical engineering , mathematical analysis , law , biology
This study analyzes the influence of three variables in the theory of planned behavior (TPB) along with the moral norm variable to predict pro-environmental behavior, specifically the use of eco-friendly reusable bags. The sample population in this study was 280 people who were aware of the existence of eco-friendly reusable bags and understood its use. Data were analyzed using structural equation modeling. The results of hypothesis testing showed a positive influence of moral norm, attitude, and perceived behavioral control on the intention to use eco-friendly reusable bags. However, the influence of subjective norms on the intention to use eco-friendly reusable bags was found to be negative. This is a pioneering research in the use of the expanded TPB model with the moral norm variable to predict the use of eco-friendly reusable bags, a behavior that is rarely studied. As is well-known, the TPB has been widely used in explaining pro-environmental behavior; however, studies that include the moral norm variable are scarce. The results of the study suggest that decision-makers and retailers need to design social advertisements that can encourage consumers to use eco-friendly reusable bags that would minimize the use of plastic bags.