Consumer Intention toward Bringing Your Own Shopping Bags in Taiwan: An Application of Ethics Perspective and Theory of Planned Behavior

Sheng-Hsiung Chang and Ching-Hsien Chou
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Sheng-Hsiung Chang: Department of International Business, Tamkang University, New Taipei City 251, Taiwan
Ching-Hsien Chou: Department of International Business, Tamkang University, New Taipei City 251, Taiwan

Sustainability, 2018, vol. 10, issue 6, 1-14

Abstract: Following Chan and coworkers’ (2008) research, the current study integrated Hunt and Vitell’s (1986) ethics perspective and Theory of Planned Behavior (TPB) to present a model that explains consumers’ intention to “Bring Your Own Shopping Bags” (BYOB) with grocery shopping. The proposed model is empirically validated in Taiwan. Based on a survey of 601 respondents, the findings suggest that consumers’ deontological evaluation is positively related to their attitude, subjective norm, and perceived behavioral control, while teleological evaluation is positively related to perceived behavioral control only. In addition, the results also indicate that consumers’ attitude and perceived behavioral control has a positive relationship with BYOB intention, while subjective norm does not have a signification relationship with BYOB intention. In sum, this study contributes to the literature by providing insights for applying general ethics and theory of planned behavior to explain consumers’ BYOB behavior. The results also provide policy makers guidelines regarding BYOB. Managerial implications and research limitations are discussed at the end of this paper.

Keywords: sustainability; bring your own shopping bags; general theory of marketing ethics; theory of planned behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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