jaue2023057: Investigation and Analysis on College Students' Awareness of Environmental Protection Bags

Abstract

This study aimed to assess how three critical variables from the Theory of Moral Norm and Planned Behavior - attitude, subjective norm, and perceived behavioral control - influence the prediction of environmentally friendly behavior, particularly the intention to utilize eco-friendly reusable bags, among college students. The study included 523 individuals who were aware of the existence and purpose of eco-friendly reusable bags. Data analysis was performed employing Structural Equation Modeling (SEM). The results of hypothesis testing indicated that moral norm, attitude, and perceived behavioral control positively influenced college students' intention to use eco-friendly reusable bags. Notably, subjective norm exerted a negative influence on this intention. This study utilized an expanded Theory of Planned Behavior (TPB) model and introduced the innovative concept of moral norm to forecast college students' behavior concerning the adoption of eco-friendly reusable bags. The findings highlight the pivotal roles of decision-makers and retailers, who should develop social campaigns and initiatives targeted at motivating college students to embrace eco-friendly reusable bags, thereby reducing the reliance on plastic bags. This research contributes to a more profound comprehension of the determinants of environmentally friendly behavior and offers robust backing for tailored sustainability efforts.