We can't find the internet
Attempting to reconnect
Something went wrong!
Hang in there while we get back on track
Drivers of Green Purchase Intention Toward Biodegradable Plastic Bags: A TPB-Based Analysis
AI summary Read the abstract
A survey-based study in Bali found that green trust — not general environmental awareness or social norms — is the dominant predictor of consumer intention to purchase biodegradable plastic bags, with awareness influencing purchase only indirectly through trust. For microplastic reduction efforts, this suggests that building product credibility and transparent labeling matters more than broad environmental messaging in driving adoption of plastic alternatives.
This study explores the psychological and social factors influencing consumer intention to adopt biodegradable plastic bags in Denpasar City, Bali. It particularly examines the roles of green awareness, subjective norms, and green trust in shaping green purchase intention. Using a quantitative approach, data were collected from 119 Denpasar residents through structured questionnaires. The sample adequacy was verified using G*Power analysis, and data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 3 to test the hypothesized relationships. The findings indicate that green trust is the most dominant factor, significantly and positively influencing purchase intention. Green awareness strongly enhances this trust; however, its direct influence on purchase intention is insignificant, confirming green trust as a full mediator. Interestingly, subjective norms neither directly affect purchase intention nor enhance green trust, instead showing a negative and significant association with trust. Theoretically, the results emphasize that in contexts characterized by uncertainty about product efficacy and relatively higher prices, trust serves as the critical cognitive bridge linking awareness to behavioral intention. Practically, the study suggests that marketers and policymakers should shift focus from promoting general environmental awareness or social conformity toward building trust through quality assurance, transparent labeling, and reliable availability. Overall, this research provides novel empirical evidence of green trust’s full mediating role and highlights the paradoxical negative influence of subjective norms within an emerging urban Indonesian context.
More Papers Like This
The impact of willingness to pay, environmental awareness, consumer behavior, consumer attitudes toward purchase decisions on sustainable packaging in Indonesia
AI summary Read the abstract
This study surveyed 153 Indonesian consumers to examine what drives purchasing decisions for sustainable packaging, finding that willingness to pay and consumer behavior significantly influenced choices, while environmental awareness alone did not. The results highlight that economic and behavioral factors, rather than environmental concern, are the key levers for shifting Indonesian consumers toward plastic alternatives.
Green Consumerism: Adoption of Eco-friendly Bags Among University Students
AI summary Read the abstract
Researchers surveyed Malaysian university students to identify factors driving eco-friendly bag adoption, finding that social norms and perceived ease of behavior were the strongest predictors of sustainable bag use, while cost sensitivity and widespread plastic bag availability remained the primary barriers to green consumerism among young consumers.
Modeling Plastic Recycling Behavior: Analyzing Inhibiting Factors Using the Theory of Planned Behavior
AI summary Read the abstract
This study applied the Theory of Planned Behavior to model plastic recycling intentions among residents of Semarang, Indonesia, finding that positive attitudes and social norms significantly boosted recycling intent, while perceived behavioral control had minimal impact on actual behavior, pointing to awareness and resource gaps as the key barriers.
Factors Affecting the Consumer Intention to Purchase Products with Sustainable Packaging in the E-Commerce Industry
AI summary Read the abstract
A survey of 384 Malaysian e-commerce consumers found that environmental awareness, willingness to pay, customer perception, and government initiatives all significantly predicted purchase intention for sustainably packaged products, while subjective norms did not. Reducing demand for conventional plastic packaging through consumer behavior change represents an upstream intervention in the microplastic pollution pipeline.
Greener Choices: Determinants of Consumers’ Intention to Purchase Bioplastic Products
AI summary Read the abstract
A structural equation model of 214 Malaysian consumers found that environmental consciousness and perceived value, rather than green self-image, significantly drive bioplastic purchase intention, explaining 68% of variance. Understanding consumer drivers of bioplastic adoption is key to microplastic pollution reduction, as wider substitution of conventional plastics would reduce the primary source of environmental plastic fragmentation.
Research digests by email
When a large batch of papers lands in the Atlas, we read through it and send a short write-up of what stood out.