Abstract:
Reusable bags such as polypropylene have been introduced as an alternative to single-use plastic bags. Although it is a good alternative, however it is economically and socially viable only if it is used multiple times. The current research intends to investigate the factors that influence consumers' usage of reusable bags as an alternative to single-use plastic bags. This research aims to employ the theory of planned behavior in the study of sustainable consumption behavior of reusable bags. This theory posits that behavior is shaped by attitudes, subjective norms, and perceived behavioral control. A survey questionnaire used in order to gather information from a sample of 814 consumers in a metropolitan area of Lahore. The findings of this research strongly support the application of the TPB in understanding and predicting reusable bag consumption. The results show that consumers’ attitude, subjective norm and perceived behavior control significantly and positively influence the reusable bag consumption. Perceived behavioral control emerged as most significant predictor followed by attitude and subjective norms, indicating that individuals who perceive a greater degree of control over their ability to use reusable bags are more likely to reuse the reusable bag. The findings of this study hold practical implications for policymakers and marketers, providing insights into how to promote the adoption of reusable bags and reduce plastic waste in the environment. They should consider implementing policies that not only promote the adoption of reusable bags but also emphasize their extended use.
