Title: Determinants of intention to use reusable straws among adult Malaysians

Authors: Hua-Ying Wong; Yen-Nee Goh; Shaian Kiumarsi

Addresses: Graduate School of Business, Universiti Sains Malaysia, 11800, Penang, Malaysia ' Graduate School of Business, Universiti Sains Malaysia, 11800, Penang, Malaysia ' Graduate School of Business, Universiti Sains Malaysia, 11800, Penang, Malaysia

Abstract: With the Malaysian Government's decision to ban single used straws coming into effect by 1 January 2020 among the traders and business food outlet, it is an important exercise to create awareness among consumers on the existence of reusable straws. Our knowledge of consumer behavioural intention to use reusable straws is very limited. This paper sheds new light on consumer knowledge by investigating the influence of attitude, subjective norm, perceived behavioural control, convenience, environmental concern, desire, moral norm, and ethical belief on behavioural intention to use reusable straws among Malaysian adults. Partial least square (PLS) regression was used to test the hypothesis. A self-administered questionnaire was distributed to 298 consumers in Malaysia. This study broadens current knowledge of consumer behavioural intention by applying an extended theory of planned behaviour (TPB) model. The study finds that attitude, convenience, desire, and ethical belief have a direct positive effect on usage intention. The questionnaire has proven that the theory of planned behaviour is a significant predictor of the behavioural intention. Suggestions and further discussion to further motivate the usage of reusable straws are addressed accordingly.

Keywords: theory of planned behaviour; TPB; behavioural intention; single-used straw; reusable straw.

DOI: 10.1504/IJSSOC.2024.142723

International Journal of Sustainable Society, 2024 Vol.16 No.4, pp.293 - 313

Received: 01 Sep 2021
Received in revised form: 11 Aug 2022
Accepted: 26 Oct 2022
Published online: 19 Nov 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article