Predicting green product consumption using theory of planned behavior and reasoned action

The program to reduce plastic waste is supported by all sectors of businesses, through some efforts to prevent using plastic bags in every store shopping and prompt using better alternatives. This study aims to find out whether the application of the theory of planned behavior departs from the knowledge of the influence of environmental awareness and leads to interest in the use of reusable bags. Quantitative methods used in this study includes the determination of samples with non-probability techniques, namely purposive sampling. The research instrument was an online questionnaire of 300 respondents in Bali, who had never used a repetitive shopping bag. Data were analyzed using Structural Equation Modeling with the SmartPLS application. The application of the theory of planned behavior shows that testing knowledge of the environment and environmental stewardship gives a positive attitude and becomes a control behavior and interest in the use of reusable bag products. However, it is different from Subjective Norms which do not have a significant influence on the interest in using reusable bags. So, it is a concern for the government to always provide socialization, knowledge and environmental awareness about the importance of protecting the environment by using non-disposable shopping bags, and also business owners or marketing management to provide more reusable bags.