Understanding consumers' intention to use plastic bags: using an extended theory of planned behaviour model

Over 3 billion plastic bags are consumed in China every day, which brings great challenges to solid waste management. Although Chinese government has implemented the "plastic ban" in 2008, many people still use plastic bags in their daily lives. This paper examines the determinants of plastic bags usage behaviour among 392 consumers in China from the perspective of the extended theory of planned behaviour (TPB). The extension is implemented by adding three variables: convenience, environmental concern and ethical belief. The empirical results indicate that consumers' attitude towards using plastic bags, subjective norm, perceived behaviour control and convenience are all statistically significantly and positively related to the intention to use plastic bags. Meanwhile, environmental concern and ethical belief have significant but negative effects on consumers' attitude and intention to use plastic bags. The attitude towards using plastic bags partially mediates the effects of consumers' environmental concern and ethical belief on their intention to use plastic bags. In addition, this study confirms the appropriateness of the TPB model and shows that the extended TPB model has good predictive power in understanding consumers' intention to use plastic bags. Based on these results, implications for policy makers and suggestions for further future study are offered.