Modeling The Factors Influencing the Intention to use Recycled Shopping Bags in Penang

Objectives: This study investigates the factors that affect the intention of using a recycled shopping bags at hypermarkets and convenience stores among Penang residents. Theoretical Framework: This study applied the Theory of Value-Belief-Norm using the three stated variables: Awareness of Consequences, Personal Norm, and Intention to Use Recycled Shopping Bags. In addition, this study combines aspects from the Theory of Planned Behaviour and includes three additional variables: Subjective Norms, Attitude, and Perceived Behaviour Control. Method: An online questionnaire was used to gather data from 384 residents of Penang. The SmartPLS 4 program was utilized to perform structural analysis in order to examine the correlation between the research variables. Results and Discussions: The results show that all hypothesized variables explain the intention to use recycled shopping bags. Specifically, it has been shown that higher awareness of the environment, more intense personal norms, positive attitude towards the use of recycled bags, support for subjective norms, and higher perceived behavioural control are the most significant factors contributing to a greater intention to use recycled shopping bags. Research Implications: Research The findings of this study provide important recommendations for researchers, governments and retailers to promote the use of recycled shopping bags. Practitioners should emphasize personal responsibility and conduct educational campaigns to increase awareness of personal impacts on the environment. Governments should educate community leaders through education programs and provide resources and incentives for environmental initiatives. Retailers want to create environmentally friendly brand identities, use narrative to promote the benefits of recycled materials, and engage consumers with interactive campaigns. Overall, a multi-faceted approach involving an awareness campaign about plastic bag pollution may improve positive attitudes, social norms, and perceived behavioural control. Ultimately, it increases the use of recycled shopping bags among Penang residents.