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Understanding consumers’ intention to use plastic bags: using an extended theory of planned behaviour model

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Abstract

Over 3 billion plastic bags are consumed in China every day, which brings great challenges to solid waste management. Although Chinese government has implemented the “plastic ban” in 2008, many people still use plastic bags in their daily lives. This paper examines the determinants of plastic bags usage behaviour among 392 consumers in China from the perspective of the extended theory of planned behaviour (TPB). The extension is implemented by adding three variables: convenience, environmental concern and ethical belief. The empirical results indicate that consumers’ attitude towards using plastic bags, subjective norm, perceived behaviour control and convenience are all statistically significantly and positively related to the intention to use plastic bags. Meanwhile, environmental concern and ethical belief have significant but negative effects on consumers’ attitude and intention to use plastic bags. The attitude towards using plastic bags partially mediates the effects of consumers’ environmental concern and ethical belief on their intention to use plastic bags. In addition, this study confirms the appropriateness of the TPB model and shows that the extended TPB model has good predictive power in understanding consumers’ intention to use plastic bags. Based on these results, implications for policy makers and suggestions for further future study are offered.

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Acknowledgements

This work was supported by the National Natural Science Foundation of China (Grant Nos. 71601174 and 71571172), China Postdoctoral Science Foundation (Grant No. 2016M590583), Fundamental Research Funds for the Central Universities and Sichuan Education Department Foundation (Grant No. 16SB0087).

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Authors and Affiliations

  1. School of Management, University of Science and Technology of China, No. 96, Jinzhai Road, Hefei, 230026, Anhui Province, People’s Republic of China

    Ying Sun, Shanyong Wang, Jun Li, Dingtao Zhao & Jin Fan

Authors
  1. Ying Sun
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  2. Shanyong Wang
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  3. Jun Li
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  4. Dingtao Zhao
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  5. Jin Fan
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Corresponding author

Correspondence to Shanyong Wang.

Appendix: Constructs and measurement items

Appendix: Constructs and measurement items

Constructs and measurement items

Attitude

 A1: Using plastic bags is a good idea

 A2: Using plastic bags is a wise choice

 A3: I like the idea of using plastic bags

Subjective norm

 SN1: Most people who are important to me think I should use plastic bags

 SN2: My friend’s positive opinion influences me to use plastic bags

 SN3: People whose opinion I value would prefer that I should not use plastic bags

Perceived behaviour control

 PBC1: Whether to use plastic bags is entirely up to me

 PBC2: I am confident that if I want to, I will use plastic bags

 PBC3: Plastic bags are generally available in the shops where I usually do my shopping

Convenience

 C1: It is convenient to use plastic bags

 C2: Plastic bags are waterproof and oil-proof

 C3: I think plastic bags are thin and easy to carry

Environmental concern

 EC1: When humans interfere with nature, it often produces disastrous consequences

 EC2: Humans must live in harmony with nature to survive

 EC3: Humans are severely abusing the environment

 EC4: I am very concerned about the environment

 EC5: I am willing to reduce my consumption to help protect the environment

Ethical belief

 EB1: I will buy only from companies that have a strong willingness to protect the environment

 EB2: I will buy the products that are labelled as “environmentally friendly”

 EB3: I will buy products that are made of recycled materials

Usage intention

 UI1: I will use plastic bags for personal use

 UI2: I am willing to use plastic bags while shopping

 UI3: I intend to use plastic bags in the near future

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Sun, Y., Wang, S., Li, J. et al. Understanding consumers’ intention to use plastic bags: using an extended theory of planned behaviour model. Nat Hazards 89, 1327–1342 (2017). https://doi.org/10.1007/s11069-017-3022-0

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  • DOI: https://doi.org/10.1007/s11069-017-3022-0

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