文章基本信息

标题：Moral Norm and Theory of Planned Behavior: The Intention to Use Eco-Friendly Reusable Bag
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作者：Ayu Ekasari ; Syeliya Md Zaini
期刊名称：Indonesian Journal of Sustainability Accounting and Management
印刷版ISSN：2597-6214
电子版ISSN：2597-6222
出版年度：2020
卷号：4
期号：1
页码：1-1
DOI：10.28992/ijsam.v4i1.94
语种：English
出版社：Universitas Pasundan
摘要：This study analyzes the influence of three variables in the theory of planned behavior (TPB) along with the moral norm variable to predict pro-environmental behavior,specifically the use of eco-friendly reusable bags. The sample population in this study was 280 people who were aware of the existence of eco-friendly reusable bags and understood its use. Data was analyzed using structural equation modeling. The results of hypothesis testing showed a positive influence of moral norm,attitude,and perceived behavioral control on the intention to use eco-friendly reusable bags. However,the influence of subjective norms on the intention to use eco-friendly reusable bags was found to be negative. This is a pioneering research in the use of the expanded TPB model with the moral norm variable to predict the use of eco-friendly reusable bags,a behavior that is rarely studied. As is well-known,the TPB has been widely used in explaining pro-environmental behavior;however,studies that include the moral norm variable are scarce. The results of the study suggest that decision- makers and retailers need to design social advertisements that can encourage consumers to use eco-friendly reusable bags that would minimize the use of plastic bags.
关键词：attitude;behavioral intention;moral norms;perceived behavioral control;subjective norms