Abstract
Abstract : The use of non-plastic reusable shopping bags has been identified as a global imperative aimed at promoting sustainable consumption and environmental sustainability. Despite this, until now, little was known about factors that influence the use of non-plastic reusable shopping bags among South African consumers. This study contributes to efforts to close this research gap. To achieve this, an integrated model that draws variables from the theory of planned behaviour, value-belief-norm theory and theory of interpersonal behaviour was utilised. Specifically, the study investigated factors that influence the use of non-plastic reusable shopping bags, whether intention mediates the relationship between attitude, descriptive norm, personal norm and actual behaviour of using non-plastic reusable shopping bags and the moderating effect of habit strength and perceived behavioural control on the relationship between intention and actual behaviour of using non-plastic reusable shopping bags. The study also investigated the influence of demographic factors such as age, gender, income and education level on new ecological paradigm, ascription of responsibility, intention and actual behaviour of using non-plastic reusable shopping bags. A structured, self-administerd questionnaire was used to collect data from a conveniently selected sample of consumers drawn from South African’s Gauteng province. A total of 487 questionnaires representing 271 female and 216 male respondents were valid for analysis. Data was analysed with the aid of the Statistical Package for the Social Sciences (SPSS) and Analysis of Moment Structures (AMOS) versions 25. The integrated model managed to explain 60 percent variance in intention and 42 percent variance in the actual behaviour of using non-plastic reusable shopping bags. Structural equation modelling results confirmed the role played by biospheric and altruistic values in shaping new ecological paradigm (NEP). The study also supported the value-belief-norm theory’s theorisation that NEP predicts awareness of consequences. Awareness of consequences, in turn, positively influenced ascription of responsibility, which then activated pro-environmental behaviour personal norms. Intention to use non-plastic reusable shopping bags was positively predicted by attitude and personal norm. Descriptive norm showed a negative significant influence on intention. Consistent with the TPB’s proposition, intention had a positive significant influence on the actual behaviour of using non-plastic reusable shopping bags...
D.Phil. (Marketing Management)