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Participation in No Plastic Bag Day (NPBD) Campaign among Young Consumers
Summary
This study examined why Malaysian consumers continue to use plastic bags despite the No Plastic Bag Day campaign introduced in 2011. The authors found that convenience and habit outweighed environmental awareness in driving behavior. The findings suggest that awareness campaigns alone are insufficient and must be paired with stronger policy incentives to effectively reduce plastic bag use.
The usage of plastic-packaged food and plastic disposable utensils has led to the increase of plastic bags during the Covid-19 pandemic. This is encouraged with the use of more food delivery services and groceries by consumers. In 2011, Malaysia introduced the No Plastic Bag Day (NPBD) Campaign to create awareness on the environmental effects of using plastic bags. The campaign is still on going, but many studies show Malaysian consumers use plastic bags every day in their daily lives. The focus of this study is to determine the intention of young consumers to participate in the No Plastic Bag Day (NPBD) campaign. Three factors, namely consumer awareness, subjective norm, and consumer attitude was investigated determine young consumers intention to participate in the NPBD. A quantitative research approach is applied in the study and 207 online questionnaires was used for analysis. Descriptive and multiple regression analysis was used to determine the relationship between consumer awareness, subjective norm, and consumer attitude with intention to participate in NPBD campaign. The results of this study revealed that consumer awareness and consumer attitude have a significant relationship towards intention to participate in NPBD campaign while subjective norm did not influence young consumers to participate in NPBD campaign.