Pressing problems regarding the environment, resource depletion, and waste treatment result from single-use (SU) packaging, thereby trapping us in a Sisyphean cycle. Package-free shopping (PFS) is one of the most fundamental solutions to dispel the curse since it directly prohibits SU packaging. This article sheds light on the factors associated with consumers’ PFS behavioral intentions. Four focus-group interviews of participants with PFS experience were first conducted. Insights stemming from their viewpoints informed the development of an extended Motivation–Opportunity–Ability (MOA) model, which was subsequently estimated using survey data from a broader consumer sample. The extended MOA model further divides motivation into three distinct components, namely avoidance, approach, and morality, and explores whether consumers’ past experiences and preparation enhance their ability to engage in PFS. The findings reveal that consumers’ ability to practice PFS represents the primary driver for consumers’ PFS intentions. Both preparation and past experiences bolster this ability. Opportunities like using circular bags/containers and offering economic incentives, commonly promoted by governments and enterprises, are found attractive. However, opportunities such as the availability of cleansing facilities and clear information emerge as even more important drivers for both experienced and general consumers. Interestingly, morality has a negative direct effect on the PFS intention while its indirect effect, when mediated by the motivation of approach, turns out to be positive.
