淡江大學機構典藏:Item 987654321/113616
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    Title: Consumer Intention Toward Bringing Your Own Shopping Bags in Taiwan: An Application of Ethics Perspective and Theory of Planned Behavior
    Other Titles: 台灣消費者自備環保購物袋意願之研究:從道德觀點和計畫行為理論
    Authors: Chang, S.H.;C.H. Chou
    Keywords: Sustainability;Bring Your Own Shopping Bags;General Theory of Marketing Ethics;Theory of Planned Behavior
    Date: 2018-05-31
    Issue Date: 2018-06-06 12:10:13 (UTC+8)
    Abstract: Following Chan and coworkers’ (2008) research, the current study integrated Hunt and Vitell’s (1986) ethics perspective and Theory of Planned Behavior (TPB) to present a model that explains consumers’ intention to “Bring Your Own Shopping Bags” (BYOB) with grocery shopping. The proposed model is empirically validated in Taiwan. Based on a survey of 601 respondents, the findings suggest that consumers’ deontological evaluation is positively related to their attitude, subjective norm, and perceived behavioral control, while teleological evaluation is positively related to perceived behavioral control only. In addition, the results also indicate that consumers’ attitude and perceived behavioral control has a positive relationship with BYOB intention, while subjective norm does not have a signification relationship with BYOB intention. In sum, this study contributes to the literature by providing insights for applying general ethics and theory of planned behavior to explain consumers’ BYOB behavior. The results also provide policy makers guidelines regarding BYOB. Managerial implications and research limitations are discussed at the end of this paper.
    Relation: Sustainability 2018 10(6), 1815
    DOI: 10.3390/su10061815
    Appears in Collections:[Graduate Institute & Department of International Business] Journal Article

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