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Open AccessArticle

Consumer Intention toward Bringing Your Own Shopping Bags in Taiwan: An Application of Ethics Perspective and Theory of Planned Behavior

Department of International Business, Tamkang University, New Taipei City 251, Taiwan
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Sustainability 2018, 10(6), 1815; https://doi.org/10.3390/su10061815
Received: 29 March 2018 / Revised: 24 May 2018 / Accepted: 25 May 2018 / Published: 31 May 2018
(This article belongs to the Special Issue Sustainable Action in Consumption and Production)
Following Chan and coworkers’ (2008) research, the current study integrated Hunt and Vitell’s (1986) ethics perspective and Theory of Planned Behavior (TPB) to present a model that explains consumers’ intention to “Bring Your Own Shopping Bags” (BYOB) with grocery shopping. The proposed model is empirically validated in Taiwan. Based on a survey of 601 respondents, the findings suggest that consumers’ deontological evaluation is positively related to their attitude, subjective norm, and perceived behavioral control, while teleological evaluation is positively related to perceived behavioral control only. In addition, the results also indicate that consumers’ attitude and perceived behavioral control has a positive relationship with BYOB intention, while subjective norm does not have a signification relationship with BYOB intention. In sum, this study contributes to the literature by providing insights for applying general ethics and theory of planned behavior to explain consumers’ BYOB behavior. The results also provide policy makers guidelines regarding BYOB. Managerial implications and research limitations are discussed at the end of this paper. View Full-Text
Keywords: sustainability; bring your own shopping bags; general theory of marketing ethics; theory of planned behavior sustainability; bring your own shopping bags; general theory of marketing ethics; theory of planned behavior
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Chang, S.-H.; Chou, C.-H. Consumer Intention toward Bringing Your Own Shopping Bags in Taiwan: An Application of Ethics Perspective and Theory of Planned Behavior. Sustainability 2018, 10, 1815.

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