AN EXTENSION OF THE THEORY OF PLANNED BEHAVIOR TO PREDICT CONSUMERS’ PURCHASE INTENTIONS FOR BIOPLASTIC PRODUCTS

Abstract

Bioplastic is considered as a promising alternative material to reduce the negative impact of plastic waste on the environment. Although there have been many efforts to develop bioplastics, the commercialization of products from bioplastics is still limited. This study aims to expand the theory of planned behavior to include ethical factors that influence consumers’ purchase intentions for bioplastic. A self-administered questionnaire survey was conducted with 362 consumers who had used bioplastic in Ho Chi Minh City and some neighboring cities and provinces. The structural equation modeling was used to test the research hypotheses. The results showed that attitude, subjective norm, and perceived behavioral control had a significant positive influence on consumers’ purchase intentions for bioplastic. Moreover, this study demonstrated the expansion of ethical standards in the theory of planned behavior as an important predictor of consumers’ purchase intentions for bioplastic. Implications for bioplastic business and policy recommendations for government agencies are also presented to improve consumers' intention to buy bioplastics