Title: Roles of environmental concern and social motivation in promoting bringing shopping bags: an empirical study in Vietnam

Authors: Tuan Anh Truong; Huong-Giang Pham; Nguyen Thi Khanh Chi; Nguyen Thuy Dung

Addresses: National Economics University, 207 Giai Phong, Hanoi, Vietnam ' Foreign Trade University, 91 Chua Lang, Hanoi, Vietnam ' Foreign Trade University, 91 Chua Lang, Hanoi, Vietnam ' Foreign Trade University, 91 Chua Lang, Hanoi, Vietnam

Abstract: This study investigates the role of environmental concerns and social motivation toward bringing shopping bags among Vietnamese people in Hanoi. We collected information from 256 consumers and employed the partial least squares structural equation model (PLS-SEM) to examine the roles of environmental concerns, retailers' promotions regarding bringing their own bags, and attitudes toward bringing bags. The results show that consumers in Hanoi are more likely to bring shopping bags once they know about the environmental effects of using plastic bags and have positive attitudes toward bringing their own bags. Besides, promotions offered by retailers also encourage young customers to bring their own bags when shopping. Social motivation plays an essential role as a moderator to strengthen the effect of environmental concerns on behaviour toward bringing bags when shopping. Based on these results, we provide recommendations for policymakers and retail businesses to encourage consumers to bring their shopping bags.

Keywords: bring your own bag; environmental concern; retailers' promotion; social motivation; Vietnam.

DOI: 10.1504/IJPMB.2024.135764

International Journal of Process Management and Benchmarking, 2024 Vol.16 No.2, pp.262 - 280

Received: 03 Nov 2022
Accepted: 06 Nov 2022
Published online: 04 Jan 2024 *

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