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/).

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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  -