Title: Researching factors affecting consumers' behaviour to reduce plastic bag use in Danang: applying expanded theory of planned behaviour

Authors: Tinh Luong; Minh Duc Tran; Huu Nguyen Xuan Nguyen; Hoang Hien Nguyen; Hoang Manh Trung Vu

Addresses: Institute of Social Sciences of the Central Region, Vietnam Academy of Social Sciences, Nam Ky Khoi Nghia Street, Ngu Hanh Son District, Da Nang City, Vietnam ' Institute of Social Sciences of the Central Region, Vietnam Academy of Social Sciences, Nam Ky Khoi Nghia Street, Ngu Hanh Son District, Da Nang City, Vietnam ' Department Research and International Cooperation, The University of Danang – University of Economics, 71 Ngu Hanh Son, Street, Ngu Hanh Son District, Da Nang City, Vietnam ' National Academy of Public Administration, Hue city Campus. 201 Phan Boi Chau Street, Truong An Ward, Hue City, Vietnam ' National Academy of Public Administration, Hue city Campus. 201 Phan Boi Chau Street, Truong An Ward, Hue City, Vietnam

Abstract: This research applies the expanded theory of planned behaviour (TPB) to explain consumer behaviour to reduce the use of plastic bags in Danang. The statistics were collected between the 20th of June and July 15th, 2021. The analysis result shows that perceived risks of the environment and health, perceived behavioural control (PBC), subjective norms (SBJ), moral norms (MON), intention, consumption habits, and perception of convenience all influence consumers' behaviour to reduce the use of plastic bags. Two new observations of perceived benefits and convenience (PBEC) factors, including 'I find that the quality of plastic bags is increasingly getting better' and 'I find plastic bags to be cheaper than other bags', and an observation of consumption habits (CPH) factor 'the plastic bags are always available in shops in markets or supermarkets that are very convenient for consumers', are also statistically significant. Based on these discoveries, this paper suggests some implications for regulators and consumers.

Keywords: theory of planned behaviour; TPB; behaviour; plastic bag; consumer; Danang; Vietnam.

DOI: 10.1504/IJEWM.2024.142741

International Journal of Environment and Waste Management, 2024 Vol.35 No.4, pp.500 - 516

Received: 04 Mar 2022
Accepted: 11 Jul 2022
Published online: 20 Nov 2024 *

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