Campaigning Reusable Bag: The Role of Retailers to Achieve Sustainable Consumption
- DOI
- 10.2991/aebmr.k.200915.047How to use a DOI?
- Keywords
- attitude, subjective norm, perceived consumer effectiveness, behavioral intention
- Abstract
This paper aims to investigate whether retailers can contribute to sustainable consumption by campaigning the use of reusable bag. This becomes a challenge since thousands of Indonesian retailers use millions of plastic bags every day. Retailers can participate to reduce the use of plastic bags by developing a social marketing campaign to change consumer behavior. Understanding consumers’ psychological process is important to create appropriate campaign. The modified TRA model combining with perceived consumer effectiveness as moderator is used as the basic theoretical framework to test the hypotheses. Purposive sampling is used to obtain data from 211 respondents which are then analyzed using structural equation modeling. The results of this study show that both attitude and subjective norm positively influences the intention to use reusable bag. Moreover, subjective norm and perceived consumer effectiveness moderate the effect of attitude on behavioral intention. This study contributes to the modification of TRA model by adding the role of subjective norm and perceived consumer effectiveness as moderators. The findings give support to the retailers to design persuasive messages that incorporating the variables that are proven to influence consumers in using reusable bag.
- Copyright
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Ayu Ekasari PY - 2020 DA - 2020/09/15 TI - Campaigning Reusable Bag: The Role of Retailers to Achieve Sustainable Consumption BT - Proceedings of the International Conference on Management, Accounting, and Economy (ICMAE 2020) PB - Atlantis Press SP - 202 EP - 206 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.200915.047 DO - 10.2991/aebmr.k.200915.047 ID - Ekasari2020 ER -