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Factors influencing the use of non-plastic reusable shopping bags: A cognitive-normative-habitual approach

Published online by Cambridge University Press:  07 July 2021

Asphat Muposhi ,
Mercy Mpinganjira  and
Marius Wait
Asphat Muposhi*
Affiliation:
Department of Marketing Management, Midlands State University, Gweru, Zimbabwe
Mercy Mpinganjira
Affiliation:
School of Consumer Intelligence & Information Systems, University of Johannesburg, Johannesburg, South Africa
Marius Wait
Affiliation:
Marketing Management Department, University of Johannesburg, Johannesburg, South Africa
*
*Corresponding author. E-mail: vmunhewu@gmail.com
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Abstract

The widespread use and irresponsible disposal of single-use plastic shopping bags are posing a significant threat to environmental sustainability. The use of non-plastic reusable shopping bags (NPRSBs) is being promoted in several jurisdictions to avert this challenge. However, this form of pro-environmental behaviour is failing to embed among consumers in emerging markets. This study therefore examines the factors influencing the behaviour of using NPRSBs among consumers, using a modified theory of planned behaviour. Data were collected from 487 South African consumers using a structured questionnaire and were analysed using structural equation modelling. The results identified ‘attitudes’ and ‘personal norms’ as the building blocks for the formation of pro-reusable shopping bags use intentions, which, in turn, influence actual behaviour. The findings also pointed to the need to foster the development of descriptive norms related to the use of NPRSBs in order to enhance mainstream use. Accordingly, this study recommends the use of rational and norm-based strategies to stimulate the behaviour of using NPRSBs.

Keywords

non-plastic reusable shopping bagspro-environmental behaviourmodified theory of planned behaviourSouth Africa
Type
Article
Information
Australian Journal of Environmental Education , Volume 37 , Issue 3 , November 2021 , pp. 306 - 325
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Copyright
© The Author(s) 2021. Published by Cambridge University Press

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