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Faza et al. Journal of Consumer Sciences (2024), 9(3), 428-450
DOI: https://doi.org/10.29244/jcs.9.3.428-450
428
CONSUMER BEHAVIOR | RESEARCH ARTICLE
Towards a Greener Future: Factors Impacting Eco-Friendly
Shopping Bag Adoption in Retail Sector
Shafia Maulidina Faza1*), Eka Intan Kumala Putri1, Meilanie Buitenzorgy1
Abstract: Green consumer behavior relates to product usage that considers
Article history:
Received
August 12, 2024
Revision submit
September 16, 2024
October 15, 2024
October 24, 2024
Accepted
November 27, 2024
Available online
November 30, 2024
Author Affiliation:
1Department of Resource
and Environmental
Economics, Faculty of
Economics and
Management, IPB
University, Jalan Agatis,
Dramaga, Babakan,
Dramaga District, Bogor
Regency, West Java 16680,
Indonesia
*Corresponding author:
shafiamaulidina@gmail.com
©2024 The Author(s). This open access article is distributed under a Creative Commons Attribution (CC-BY) 4.0 license.
ABOUT THE AUTHORS
Shafia Maulidina Faza was born in Jakarta. She currently
works as a Socio-Environmental Scientist at a global
consulting company in Indonesia. She holds a bachelor's
degree from IPB University, majoring in Resource and
Environmental Economics. Her main interest areas are
environmental economics, green behavior, and social
impact. She can be reached via
shafiamaulidina@gmail.com
Eka Intan Kumala Putri is a Lecturer in the Department
of Resource and Environmental Economics at IPB
University. She completed her Master’s degree in
Regional and Rural Development Planning at IPB
University and finished her post -graduate at Georg-
August University of Gottingen, Germany. Her interest
area is environmental economics. She can be reached
via ekaintanputri2@gmail.com
Meilanie Buitenzorgy is a Lecturer in the Department of
Resource and Environmental Economics at IPB
University. She earned her Master’s degree from
Wageningen University, and her PhD from the University
of Sydney. Her interest area is environmental
economics. She can be reached via
meilanie@apps.ipb.ac.id
PUBLIC INTEREST STATEMENT
Factors influencing green consumer behavior are
various. The result of this study only emphasizes a
small part of the many factors driving people's
environmentally friendly behavior. Moreover, this
study only focused specific on the plastic bag usage
in modern retail which is currently regulated by the
government. In fact, the use of plastic shopping bags
is still widely used in other conditions and
transactions. Implementation of the environmentally
friendly behavior requires all parties, whether the
government, entrepreneurs or environmentally
friendly product companies, or the community itself
to have their respective roles in encouraging
behavioral changes in an environmentally friendly
direction.
Shafia Maulidina Faza
environmental impact, such as utilizing eco-friendly shopping bags instead of plastic
bags. Internal and external factors, including awareness, expectations, and eco-friendly
product marketing influence this behavior. This study analyzes the factors influencing
green consumer behavior regarding eco-friendly shopping bag usage. Data were collected
from 115 modern retail customers using convinience sampling. The analysis employed
descriptive and structural equation modelling techniques. Results indicate that eco-
friendly shopping bags as a means to protect future generations from plastic waste’s
negative impacts while reducing current environmental plastic waste. The study found
that waste sorting and product reuse can overcome the problem of environmental plastic
waste. Environmental protection awareness and products marketing significantly
influence green consumer behavior. Public awareness of environmentally friendly
products can be enhanced through green marketing, which includes disseminating
knowledge and information about green consumer behavior. This study suggests that
improving public awareness requires promoting environmental protection through eco-
friendly product marketing. Additionally, incorporating environmental behavior
knowledge into marketing activities can increase green consumer behavior among
shopping bag users.
Keywords: environmental attitude, environmental concern, environmental knowledge,
green consumer behavior, plastic waste
JEL Classification: D12, E21, Q57
Faza et al. Journal of Consumer Sciences (2024), 9(3), 428-450
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1. Introduction
The increase in plastic use in daily life occurs because people consume more products in
line with the increase in the overall population. This results in an increase in plastic
waste, which can impact environmental pollution because plastics are difficult to
decompose in the environment. Indonesia produced 22.97 million tons of waste in 2023,
of which plastic waste accounts for 18.72% of the total (Ministry of Environment and
Forestry, 2023). One type of plastic waste commonly found in plastic bags is made from
High-Density Polyethylene (HDPE), which is often used for daily shopping needs and
provided in the retail market. The characteristics of HDPE plastic that make it commonly
used are its lightweight, cheap cost, and strong durability (Ahamed et al., 2021). In order
to overcome the problem of increasing plastic bag waste, the government, community,
and business actors, such as modern retailers, have an important role in reducing and
limiting the use of single-use plastic bags. This will lead to an effort to form
environmentally friendly behavior among all levels of society.
As one of the cities that produces plastic waste, South Tangerang City produced 369,177
tons of waste in 2023, of which 15.27% is plastic waste (Ministry of Environment &
Forestry, 2023). This number has the potential to increase because plastic bags are still
widely used by people, especially for daily shopping needs. Although the use of plastic is
common in everyday life, it has negative environmental impacts in various aspects
(Zambrano-Monserrate & Ruano, 2019). Due to its materials being made from hazardous
materials, it potentially causes harm to the community’s health. In addition, waste not
sorted from its source causes plastic bag waste to be transported directly to the final
processing site (TPA) or even thrown directly into the environment. At the end of its life
cycle, plastic bags require an adequate collection and separation process to be managed
efficiently (United Nations Environment Program, 2020). A study by Ilyas et al. (2018)
stated that plastic waste is difficult to decompose and potentially exposes a pollution
issue. The use of plastic bags is contradictory because of its worrying environmental
impact in the long term. Plastic waste in the environment can be eaten by animals,
causing their death. Regarding water regulation, plastic waste can block water flows and
cause flooding (Hanun et al., 2019). Specific to HDPE plastic waste, it will expose soil,
water, and marine pollution, potentially disrupting the ecosystem (Afzal et al., 2012).
In order to minimize pollution due to the utilization of single-use plastic bags, common
alternatives provided for the consumer are paper bags and reusable cloth/fabric bags
(often called “goodie bags”). However, even environmentally friendly shopping bags such
as paper bags and goodie bags also negatively impact the environment over their life
cycle. While single-use plastic bags have the worst potential impact on solid waste in the
environment, it does not mean they are the absolute worst choice, so the order of the
“best” shopping bags that can be used cannot be determined based on one aspect alone
United Nations Environment Programme (UNEP) (2020). The use of any shopping bag,
including environmentally friendly options, will have some economic impact due to
factors like CO2 emissions, water use, and fossil fuel consumption. As UNEP (2020) states,
there are no specific “best” alternative shopping bag since all types have their own
environmental and economic impacts.
South Tangerang City Government has a regulation regarding the transition from the use
of single-use plastic bags to environmentally friendly shopping bags such as reusable
polypropylene (PP) and paper bags, which is contained in South Tangerang Mayor
Regulation No. 83 Year 2022 concerning Reducing Plastic Waste. Regulations governing
the use of plastic bags in South Tangerang City are important so that efforts to reduce
plastic bag waste can be carried out on a larger scale and have a positive impact on the
environment. The success of implementing this relatively new regulation is related to
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people's behavior in using environmentally friendly shopping bags. Policy related to the
minimization of plastic bag usage aims to protect the environment by encouraging
consumer behavior (Khan et al., 2020). According to Arı and Yilmaz (2017), legal coercion
and social pressure can encourage individual changes in using environmentally friendly
goods, especially the use of alternative shopping bags compared to single-use plastic
bags. Apart from that, this also needs to be supported by the way people choose the
shopping bags they use. Therefore, people's preferences in choosing other alternatives
to single-use plastic bags or purchasing paid plastic bags can influence environmentally
friendly consumer behavior or people's environmentally friendly behavior towards plastic
bags. Previous studies related to the green consumer behavior of plastic bags have been
conducted in several countries, as well as other regions in Indonesia. However, research
related to South Tangerang City as one of the cities that has their own regulation on
plastic bag usage is still relatively minimal. This study will fill the gap in research
conducted at South Tangerang City.
Green consumer behavior theory is related to behavior where individuals use or consume
goods with concern for the environment and aim to reduce the negative impact of these
activities on the environment (Li et al., 2020). As the study refers to the norm activation
theory and pro-environmental behavior as the basis theory to analyze the community’s
behavior, daily activities by the community that may affect the environment should be
considered, such as using single-use plastic bags. In the study of Rabiu and Jaeger-Erben
(2024), the urgency to implement a production and consumption system that uses a
decarbonize and de-fossilize is globally recognized. The implementation should be
complemented by the resource use, which is embedded with the community's daily
activity.
Therefore, in connection with environmentally friendly or green consumer behavior,
understanding the use of environmentally friendly shopping bags is important as a basis
for providing environmentally friendly shopping bags to the public. Single-use plastic bags
are still one of people's choices due to their ease of use, while environmentally friendly
products are not yet fully accepted by everyday consumers, and there are still obstacles
to their use (Hasan et al., 2018). The choice of alternatives to single-use plastic bags is
influenced by the behavior of consumers who care about the environment, with factors
that encourage environmentally friendly behavior being the driving force in choosing
alternative uses such as eco-friendly bags. Environmentally conscious consumer behavior
is behavior in which consumers use products by considering their impact on the
environment. Through policies related to plastic bags that support environmental
sustainability, individual environmentally friendly behavior can be influenced by pro-
environmental political actions in implementing policies launched by the government
(Utami, 2020). As for the research gap, there are few studies related to eco-friendly bag
usage in South Tangerang City, especially after the government regulation stipulated.
Based on the background and description of the problem, this study aims to analyze the
driving factor of the green consumer behavior to use environmentally friendly shopping
bags in South Tangerang City, Banten Province, Indonesia.
2. Literature Review
2.1 Green Consumer Behavior
Individual behavior in implementing green consumer behavior is a focused topic and
concept by several researchers (Nguyen et al., 2023; Ogiemwongi, 2021; Kumar et al.,
2021; Solekah et al., 2024). The theoretical concept of green consumer behavior in
reducing plastic use refers to Pro-Environmental Behavior. Pro-environmental behavior
refers to any activities and practices by consumers undertaken to reduce their
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environmental impact (Solekah et al., 2024). One sub-topic of green consumer behavior
is how the community as consumers utilizes eco-friendly products for their daily needs.
A study by Liobikienė and Poškus (2019) reveals that consumers’ experience influences
green consumer behavior in utilizing environmental products. Each consumer has their
own trust in the products, which is determined and evaluated by the perceived effect of
the products on the environment. Consumer’s sense of responsibility is more likely to
influence their intention to buy and use sustainable products (Duarte et al., 2024).
Moreover, the green consumer behavior in this study also refers to the Norm Activation
Theory. Norm Activation Theory posits that personal pro-environmental behavior
depends on its impact on oneself, others, and the biosphere (Garling et al., 2003). The
green consumer behavior in this study refers to the studies of Kaufmann et al. (2012) and
Li et al. (2020), which have been modified to suit the needs of this research. There are
four indicators, namely (1) Altruism indicator, related to individual pro-environmental
behavior as a sense of responsibility for the impact of activities on other individuals; (2)
Environmental awareness indicator, showing individual awareness regarding the impact
of activities on the environment; (3) Environmental concern and attitude indicator,
showing how individual concern influences their attitude towards the environment; and
(4) Product information safety indicator, showing that product information can
encourage environmentally friendly consumption (Kaufmann et al., 2012; Li et al., 2020).
Additionally, the factor indicators to be analyzed refer to the study of Nguyen et al.
(2023), which has been modified to suit this study. There are five indicators: awareness
of environmental protection, health awareness, sense of responsibility, expectations
when using non-disposable bags, and environmentally friendly marketing or green
marketing (Nguyen et al., 2023).
2.2 Eco-friendly Shopping Bag
Reducing the usage of plastic bags will lead to resources and environmental protection
(Ari & Yilmaz, 2017). Alternative options that can be used to reduce plastic bag usage in
daily activities are reusable Polypropylene (PP) bags and paper bags. Moreover, in
coordination with the modern market, the government can implement a tax on plastic
bag usage. According to the Singapore Environment Council (SEC) (2018), eco-friendly
bags generally require energy and generate higher lifecycle emissions than plastic bags.
However, in the long term, plastic bags emitted into the environment will cause a worse
environmental impact. The eco-friendly bag has a characteristic where its global warming
potential will approach that of plastic bags if it is reused (SEC, 2018). A study by Pratiwi
et al. (2024) emphasized that the key advantages of paper bag usage are its compostable
characteristics and relatively low environmental damage from burning. The key
advantage of reusable PP bags is that they help reduce the amount of plastic waste, as
they are reusable.
2.3 Relationship between Environmental Protection Awareness and Green
Consumer Behavior
Environmental protection awareness, or awareness of protecting the environment
regarding the use of single-use plastic bags, positively influences people's green consumer
behavior, encouraging them to use alternatives to single-use plastic bags. Environmental
awareness has directly and indirectly affected green consumption in terms of the
willingness for green consumption (Liang et al., 2024). This suggests that environmental
awareness indirectly shapes attitudes, subjective norms, and perceived behavioral
control related to implementing green consumption. Moreover, Ogiemwonyi et al. (2020)
reveal that environmental awareness affects consumer behavior derived from knowledge
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and recognition of environmental problems. A study by Arı and Yilmaz (2017) shows that
increasing awareness of protecting the environment aligns with increasing individual
intensity in using reusable shopping bags or “goodie bags” instead of plastic bags. When
individuals use shopping bags or other alternatives to plastic bags, their awareness of the
environment increases, and their tendency to use environmentally friendly products also
increases (Nguyen et al., 2023).
H1: Environmental protection awareness positively influences green consumer behavior.
2.4 Relationship between Health Protection Awareness and Green Consumer
Behavior
Health protection awareness, or awareness of maintaining health, positively influences
society's green consumer behavior. Consuming and utilizing goods that promote health
and environmental benefits can lead to a transformation of human behavior
(Ogiemwonyi, 2022). According to Xu et al. (2020), awareness of maintaining health is
considered in everyday life. Research conducted by Nguyen et al. (2020) shows that an
individual's attitude toward purchasing an environmentally friendly product is positively
influenced by their awareness of maintaining health. Like environmental awareness,
health awareness also affects purchasing intention and shapes attitudes, subjective
norms, and perceived behavioral control (Liang et al., 2024).
H2: Health protection awareness positively influences green consumer behavior.
2.5 Relationship between Sense of Responsibility and Green Consumer Behavior
A sense of responsibility positively influences society's green consumer behavior. The
literature review for the study by Le et al. (2023) emphasizes that related to the Norm
Activation Model, normative behavior by individuals is shaped by their sense of
responsibility. In contrast, self-identity related to social and ecological representation is
reflected in self-awareness and a sense of responsibility. According to the literature
review by Nguyen et al. (2023), individuals with a sense of responsibility towards the
environment will buy and use environmentally friendly products and influence those
around them to do the same. Similar to the study by Punzo et al. (2019), the experience
of a sense of responsibility towards the environment will lead to implementing pro-
environmental behavior. Additionally, Xu et al. (2020) stated that the existence of moral
responsibility related to protecting the environment provides positive encouragement for
individuals to act to protect the environment.
H3: Sense of responsibility positively influences green consumer behavior.
2.6 Relationship between Expectations when Using Non-single-use Plastic and
Green Consumer Behavior
Expectations when using non-single-use plastic, or individual expectations when using
alternative products to single-use plastic bags, positively affect people's green consumer
behavior. According to the literature review for a study by Nhu et al. (2019), expectations
are related to consumer trust, defined as an individual's expectation of a product. The
literature review for a study by Mezger et al. (2020) emphasizes that consumer
willingness to depend on a product is based on expectations regarding its environmental
performance. In order to build consumer trust, the environmental benefits and
environmental protection of green products should be communicated to encourage green
purchase implementation (Nguyen et al., 2023). Individuals can have expectations based
on their trust regarding what will happen in the future when implementing green
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consumer behavior by using environmentally friendly products. Individual expectations
regarding the use of a product can increase individual knowledge about the product and
positively influence environmentally friendly behavior, providing satisfaction in using the
product (Kim & Lennon, 2008; Krishnamurthy & Kumar, 2015).
H4: Expectation when using non-single-use plastic positively influences green consumer
behavior.
2.7 Relationship between Green Marketing and Green Consumer Behavior
Green marketing, or the marketing of environmentally friendly products, positively
affects people's green consumer behavior. To drive positive consumer behavior, green
marketing materials are essential in successful green marketing strategies (Grazzini et
al., 2018). According to Iqbal et al. (2023), green marketing techniques such as
advertising, environmentally friendly packaging, and products made from
environmentally friendly materials positively influence the intention to purchase and use
environmentally friendly products. Several specific green marketing mechanisms that
significantly affect green consumer behavior were also discussed in the study by Chang
et al. (2019), such as cash discount incentives and marketing of environmental protection
alternatives.
H5: Green marketing positively influences green consumer behavior.
3. Conceptual Framework
Based on the empirical studies reviewed, it is hypothesized that environmental
protection awareness, health protection awareness, sense of responsibility, consumer
expectations, and green marketing will affect green consumer behavior. The conceptual
framework illustrating the relationship between these variables influencing green
consumer behavior is shown in the Figure 1.
Figure 1. Conceptual framework of the factors influencing green consumer behavior
Environmental
Protection Awareness
Health Protection
Awareness
Sense of
Responsibility
Expectation
Green Consumer
Behavior
H1
H2
H3
H4
H5
Green Marketing
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This study's hypotheses are listed below:
H1: Environmental protection awareness positively influences green consumer behavior
H2: Health protection awareness positively influences green consumer behavior
H3: Sense of responsibility positively influences green consumer behavior
H4: Expectations when using non-single-use plastic positively influence green consumer
behavior
H5: Green marketing positively influences green consumer behavior
4. Methods
4.1 Research Design
The study employed a cross-sectional study, where the data were collected from
different individuals simultaneously, using a quantitative analysis method to estimate
complex relationships among multiple dependent and independent variables relevant to
the topic. The study was conducted in South Tangerang City, Banten Province, Indonesia.
This location was chosen purposively because South Tangerang City has a plastic waste
problem, particularly from single-use plastic bags. Moreover, the South Tangerang City
Government recently released a new policy on minimizing plastic bag usage.
4.2 Sampling
The study used primary data from interviews with respondents using a questionnaire
distributed online to 115 people. The sampling method used for this study is non-
probability sampling with a convenience sampling technique, where the respondents are
limited to the residents of South Tangerang City who shop for daily necessities in modern
retail stores. The number of respondents sampled refers to Hair et al. (2019), where the
ideal number of respondents is between 100 and 200. The required number of
respondents for this study was calculated using a 5:1 sample-to-variable ratio, as Hair et
al. (2019) recommended, which resulted in 115 respondents meeting the requirements.
number of indicators + number of latent variables
4.3 Measurement
Table 1 shows the indicators of green consumer behavior used for analysis in this study.
Two variables are assessed: perceived green consumer behavior and factors influencing
green consumer behavior implementation.
Table 1. Indicators of perceived green consumer behavior and factors influencing green
consumer behavior
Variables
Operational Definition
Indicators
Scale
Green
consumer
behavior
(Kauffman et
al., 2012)
The implementing the
green consumer
behavior, including:
1) Altruism (GCB 1)
2) Environmental
awareness (GCB 2)
3) Environmental
concern and attitude
(GCB 3)
1) Do not/reduce/stop using
single-use plastic bags to
protect future generations
from the bad effects of
plastic bag waste (GCB 1)
2) Do not/reduce/stop using
single-use plastic bags
because their use can
increase the amount of
plastic waste in the
environment (GCB 2)
Likert scale:
Strongly
disagree (1) to
strongly agree
(4)
2.
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Table 1. Indicators of perceived green consumer behavior and factors influencing green
consumer behavior (Continue)
Variables
Operational Definition
Indicators
Scale
Perceived
green
consumer
behavior
(Kauffman et
al., 2012)
4) Product information
that safety to use
(GCB 4)
3) Separate organic and non-
organic waste and recycle
it (GCB 3)
4) Use products that can be
used repeatedly because
they are safe for health
(GCB 4)
Likert scale:
Strongly
disagree (1) to
strongly agree
(4)
Factors
influencing
green
consumer
behavior
(Nguyen et
al., 2023)
Factors that influencing
the green consumer
behavior of shopping
bags consumer,
including:
1) Environmental
protection
awareness (EPA)
2) Health protection
awareness (HPA)
3) Sense of
responsibility (SOR)
4) Expectation (EXP)
5) Green marketing
(GMK)
1) Poor air quality due to
burning of plastic waste
(EPA 1)
2) Marine ecosystem damage
(EPA 2)
3) Water pollution (EPA 3)
4) Flood due to plastic waste
(EPA 4)
5) Impact on animal survival
(EPA 5)
6) Digestive and respiratory
diseases (HPO 1)
7) Problems with
reproduction (HPO 2)
8) Problems with child
development (HPO 3)
9) Carry out waste
separation and collection
(SOR 1)
10) Recycle plastic (SOR 2)
11) Limit the use of single-use
bags (SOR 3)
12) Use environmentally
friendly products (SOR 4)
13) Clean air (EXP 1)
14) Clean water source (EXP
2)
15) Changes in the entire
ecosystem for the better
(EXP 3)
16) Animals and plants are
protected (EXP 4)
17) Regulations and laws
related to environmental
protection (EXP 5)
18) Encourage consumers to
protect the environment
(GMK 1)
19) A product that is
comfortable to use (GMK
2)
20) An affordable price (GMK
3)
21) Good quality of goods
(GMK 4)
22) Safe for humans and
animals (GMK 5)
23) Environmentally friendly
product life cycle (GMK 6)
Likert scale:
Strongly
disagree (1) to
strongly agree
(4)
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4.4 Data Collection
This study used primary data, which are processed quantitatively and qualitatively. The
primary data collection for this study was conducted using an online questionnaire
distributed to qualified potential respondents in South Tangerang City. Data was
collected using Google Forms. To ensure the representation of each sub-district in South
Tangerang City, the distribution of the data used for analysis is based on a percentage
of the population in each sub-district.
4.5 Data Analysis
This study of factors related to green consumer behavior applied descriptive analysis as
the primary data analysis technique. The method used is a 4-point Likert scale, with
response options ranging from “strongly disagree” to “strongly agree.” Hypothesis
testing is conducted using structural equation modeling (SEM). SEM is suitable for
studying a system's behavioral process. The advantage of SEM is that it can reject
individual models based on the level of similarity between the observed and model-
implied covariance matrices using the chi-square test.
5. Findings
5.1 Respondents Characteristics
As shown in Table 2, respondents of this study primarily lived in Pondok Aren and
Pamulang Sub-District, which is a sub-district with most populations in South Tangerang
City based on the Bureau of Statistics of South Tangerang City (2022). Female
respondents dominated this study (59%). Females commonly buy a daily need more than
males. Private sector employees dominate (40%) as South Tangerang City is an urban area
adjacent to Jakarta, the capital city. Most of the respondents’ shopping frequency per
month is 1 to 4 times. Based on the overall data on respondents' monthly shopping
frequency, it was concluded that the average frequency of people in South Tangerang
City shopping in one month is 3 times.
Table 2. Respondent socio-demographic characteristics
Variables
Percentage (%)
Sex
Female
59
Male
41
Domicile
Pondok Aren
29
Pamulang
28
Ciputat
13
Serpong
11
Setu
10
Ciputat Timur
6
Serpong Utara
3
Education
Elementary School
1
Junior High School
0
Senior High School
13
Diploma
6
Bachelor
75
Master
6
PhD
0
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Table 2. Respondent socio-demographic characteristics (Continue)
Variables
Percentage (%)
Occupation
Private sector employee
40
Self-employed
20
Government employee
1
Teacher
1
Student
13
Housewife
7
Other
18
Household Expenditure
IDR 300,000 – 1,000,000
17
IDR 1,000,001 – 1,500,000
5
IDR1,500,001 – 10,000,000
63
>IDR 10,000,000
15
Shopping Frequency in a Month
1 – 4 times
87
5 – 8 times
9
9 – 12 times
2
13 – 16 times
2
5.2 Green Consumer Behavior
The indicators of green consumer behavior in this study refer to the studies of Kauffman
et al. (2012) and Li et al. (2020), which include altruism, environmental awareness,
environmental concern and attitude, and product information safety. Table 3 presents
the analysis of these indicators of green consumer behavior.
Table 3. Results of green consumer behavior analysis
Indicators
1*
2*
3*
4*
Total***
Category
Altruism
5
7
40
63
115
Sub-total**
5
14
120
252
391
Strongly
Agree
Environmental awareness
6
8
32
69
115
Sub-total**
6
16
96
276
394
Strongly
Agree
Environmental concerns
and attitude
2
25
47
41
115
Sub-total**
2
50
141
164
357
Agree
Product information that
safety to use
0
7
52
56
115
Sub-total**
0
14
156
224
394
Strongly
Agree
Note: *Likert Scale weight; **The result of multiplying the weight of the Likert scale score by the number of
respondents who voted; ***In correlation with (**), strongly agree category refer to >373.5 in result and agree
category refer to >287.5 – 373.75 in result.
Table 3 shows that altruism, environmental awareness, and product information safe to
use are strongly agreed by the respondents those indicators associated with green
consumer behavior. Indicators related to environmental concern and attitude have a
total weight of 357, and respondents agree that environmental concern and attitude
statements are associated with green consumer behavior.
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5.3 Driving Factors of Green Consumer Behavior
The Likert scale results representing the values of each variable on perceived green
consumer behavior were processed using structural equation modelling (SEM) to obtain
the SEM diagram path. The results of the first SEM processing can be seen in the Figure
2.
Figure 2. Diagram of first processing SEM results
Figure 2 shows the initial SEM processing results, including the loading factor values for
each variable and indicator. The loading factor obtained determines whether the
indicators used meet the SEM requirements. Furthermore, these results can be analyzed
to obtain results. The first analysis to obtain the result of the SEM is validity analysis with
convergent validity. This analysis requires that the loading factor value be more than
0.70 to meet the SEM requirement. Figure 2 shows that the indicators EPA1, SOR3, GMK1,
GMK3, GCB3, and GCB4 have a loading factor value of less than 0.70, so these indicators
are considered not to meet the SEM requirements and can be removed from the model.
Hair et al. (2021) emphasized that the removal of the indicator for the following SEM
processing will only be considered if the convergent validity value is increased and meets
the threshold of the rule of thumb, which is indicator loadings of more than 0.708,
Cronbach’s alpha more than 0.7, and AVE more than 0.5.
Faza et al. Journal of Consumer Sciences (2024), 9(3), 428-450
DOI: https://doi.org/10.29244/jcs.9.3.428-450
439
Figure 3. Diagram of second processing SEM results
A second SEM processing should be conducted to ensure that the indicators left meet the
SEM requirements. The second process used a convergent validity result, as shown in
Figure 3. This shows that all other indicators of EPA, HPA, SOR, EXP, GMK, and GCB have
a loading factor value of more than 0.70, so all indicators meet the SEM requirement.
The subsequent analysis to strengthen the results of SEM-PLS is a reliability test using
Cronbach's Alpha. In this analysis, Cronbach's Alpha value for each variable has the
condition that it is more than 0.70. The results of the reliability test can be seen in Table
4.
Table 4. Cronbach's alpha value of green consumer behavior
Variable
Cronbach's Alpha (>0.7)
Environmental Protection Awareness (EPA)
0.920
Expectations when using non-single-use
plastic bags (EXP)
0.913
Green Consumer Behavior (GCB)
0.911
Green Marketing (GMK)
0.826
Health Protection Awareness (HPA)
0.907
Sense of Responsibility (SOR)
0.744
The reliability testing results in Table 4 show that all variables have a Cronbach's Alpha
value that exceeds 0.70. This shows that all these variables are considered reliable test
variables in this research. All the variables considered reliable will be further analyzed
using discriminant validity testing. Validity testing can be done by looking at the AVE
value of each variable. Discriminant validity meets the requirements and is considered
good if the AVE exceeds 0.50. The AVE value for each variable from this research can be
seen in Table 5. Table 5 shows that all variables have an AVE value exceeding 0.50. These
Faza et al. Journal of Consumer Sciences (2024), 9(3), 428-450
DOI: https://doi.org/10.29244/jcs.9.3.428-450
440
results show that all variables meet the requirements for discriminant validity and have
been determined to be valid variables.
Table 5. AVE of the green consumer behavior variables
Variables
Average Variance Extracted (AVE)
(>0.5)
Environmental protection awareness
(EPA)
0.807
Expectation when using non-single-use
plastic bags (EXP)
0.743
Green consumer behavior (GCB)
0.918
Green marketing (GMK)
0.658
Health Protection Awareness (HPA)
0.842
Sense of responsibility (SOR)
0.645
In order to analyze the hypothesis of this study, hypothesis testing was conducted using
the p-values. Moreover, the hypothesis will be supported by the result of the beta
coefficient values. Hypothesis testing regarding the relationship between independent
latent variables and dependent latent variables and their indicators can be seen in Table
6. Hypothesis testing in this study uses p-values with the condition exceeding 0.05, which
are considered to support the hypothesis of this study.
Table 6. P-values and beta values of factors influencing green consumer behavior
Variables
Beta coefficient
values
P-values
Environmental Protection
Awareness (EPA)
0.249
0.025*
Expectations when using non-
single-use plastic bags (EXP)
0.231
0.140
Green marketing (GMK)
0.250
0.042*
Health Protection Awareness
(HPA)
-0.081
0.347
Sense of responsibility (SOR)
-0.050
0.582
Note: * significant at p<0.05
Table 6 shows the p-value for the relationship between the latent variable of
environmental protection awareness and green consumer behavior is 0.025, less than
0.05. These results support H1, which means that environmental protection awareness
significantly influences green consumer behavior. Beta values of the environmental
protection awareness (0.249) indicate that environmental protection positively affects
green consumer behavior. The p-value for the relationship between the latent variable
of health protection awareness and green consumer behavior is 0.347, which is less than
0.05. The results of the p-values do not support H2, which means that health protection
awareness does not influence green consumer behavior. It is also supported by the beta
values of health protection awareness (-0.081), which indicates that health protection
awareness has a negative effect on green consumer behavior. The p-value for the
relationship between the latent variable sense of responsibility and green consumer
behavior is 0.582, which is less than 0.05. These results do not support the H3, meaning
that a sense of responsibility does not influence green consumer behavior. This result is
supported by the beta values of sense of responsibility (-0.050), which indicates that
sense of responsibility has a negative effect on green consumer behavior.
Faza et al. Journal of Consumer Sciences (2024), 9(3), 428-450
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441
The p-value for the relationship between the latent variable expectation when using non-
single-use plastic bags and green consumer behavior is 0.140, less than 0.05. Despite
having a positive beta value (0.231), based on the p-value results, it does not support
the H4, which means that expectations when using non-single-use plastic bags do not
influence green consumer behavior. Last, the p-value for the relationship between the
latent variable green marketing and green consumer behavior is 0.042, less than 0.05.
These results support the H5, meaning green marketing influences consumer behavior.
This result is supported by the beta values of green marketing (0.250), which indicates
that green marketing has a positive significant effect on green consumer behavior. The
green marketing shows the largest and most positive beta value among other variables.
6. Discussion
6.1 Green Consumer Behavior
The analysis of indicators shows that respondents in this study strongly agree that
avoiding, reducing, or stopping the use of single-use plastic bags can protect future
generations from the negative impacts of plastic waste (altruism) and reduce plastic
waste in the environment (environmental awareness). This aligns with the Norm
Activation Theory, where altruistic behavior depends on the awareness of others (Garling
et al., 2003). In addition, respondents also agreed that using environmentally friendly
products is safe for one’s health. This finding matches studies by Li et al. (2020) and Steg
et al. (2014), showing that individuals concerned about the environment’s future or with
high altruism are more likely to use environmentally friendly products for the greater
good. Altruism is influenced by two factors: psychological altruism, which shows the
motivation of individual concern for the welfare of others, and biosphere altruism, which
shows individual concern for the survival of living creatures other than humans around
them (Vlerick, 2021).
The respondents’ positive attitude and concern about environmental impact strongly
affect green consumer behavior, as evidenced by studies from Ramadhanti et al. (2024),
which reveal that environmental attitude significantly affects the consumers’ green
purchase intention. Likewise, a study by Alberto and Riza (2023) emphasizes that
environmental concern has a positive relationship with consumer attitude. Those
sensitive to environmental issues will most likely participate actively in green programs.
However, environmental attitude and concern have scored lowest among other indicator
related to green consumer behavior implementation. This may indicate the key factors
driving consumers in the study area to implement green behavior, as attitudes reflect
purchasing intentions, social responsibility, and personal health concerns (Liang et al.,
2024).
Apart from attitude and concern for the environment, this study also shows that
individual trust in environmentally friendly products influences their usage. According to
Sharma (2021), belief in environmentally friendly products can encourage individual
willingness and loyalty as eco-conscious customers. Marketing strategies that increase
consumer confidence in green products may effectively boost awareness of a product’s
environmental impact. Other research studies show that concern for the environment
drives purchase intention toward products that are more environmentally friendly and
safer to consume (Alberto & Riza, 2023; Zulfa et al., 2023).
Regarding product information, respondents strongly agreed that using products safe for
repeated use better ensures health. Solekah et al. (2024) revealed that consumer
knowledge of environmentally friendly products impacts eco-friendly attitudes.
Similarly, Ahmad and Juhdi (2010) found that trust in reusable products can influence
Faza et al. Journal of Consumer Sciences (2024), 9(3), 428-450
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442
individual green behavior. Fadliyah et al. (2021) also noted a significant relationship
between trust in product advertising and consumer behavior. The availability of
information about environmentally friendly options significantly encourages eco-friendly
actions (Ismail & Panni, 2008).
Respondents demonstrated positive environmental awareness, understanding that single-
use plastics can increase difficult-to-decompose waste in the environment. Xu et al.
(2022) found that higher public awareness of environmental problems like plastic waste
correlates with more positive perceptions of regulations on these items. This awareness
could encourage switching to eco-friendly shopping bags, as Li et al. (2020) found that
environmental awareness can motivate the adoption of greener products. However,
Solekah et al. (2024) contradictorily found that plastic bag awareness does not directly
impact consumers' willingness to use alternative shopping bag materials.
6.2 Effect of Environmental Protection Awareness on Green Consumer Behavior
This study found environmental awareness to be a significant factor affecting consumers’
willingness to implement green consumer behavior in eco-friendly shopping bags. This
result aligns with existing research, like Liang et al.’s (2024) finding that environmental
awareness affects the consumers’ intention to purchase green products. Environmental
awareness will increase consumers’ motivation to purchase green products (Ogiemwonyi,
2024). This is also supported by the study of Nguyen et al. (2023), where individuals will
implement environmentally friendly behavior if awareness of protecting the environment
increases, where individuals are aware of the impact of single-use plastic bag waste on
the environment so that individuals will tend to reduce the use of single-use plastic bags.
In addition, according to Arı and Yilmaz (2017), individuals who are aware of the impact
of single-use plastic bag waste on the environment will try to reduce plastic bag use. This
awareness will shape consumers; intention toward sustainable consumption (Brandão &
da Costa, 2021). Moreover, Joshi and Rahman (2015) emphasized that environmental
consciousness is the psychological factor of green purchasing behavior. Consumers
lacking environmental consciousness will have less intention to buy green products. As
found by Xu et al. (2020), environmental awareness or consciousness has an indirect
effect on purchase intention via perceived behavioral control; it is noted that the direct
link analysis reveals that environmental consciousness has an insignificant effect on green
product purchase intentions.
6.3 Effect of Health Protection Awareness on Green Consumer Behavior
Surprisingly, the relationship between health protection awareness and green consumer
behavior resulted in insignificance where health protection awareness does not affect
the implementation of green consumer behavior. This study’s result is different from
other studies. The difference in the result may be due to the indirect and long-term
effects of plastic bag waste on the environment and human physical health. However, a
literature review of a study by Nguyen et al. (2023) reveals that several studies ignore
the impact of health awareness on consumer behaviors. While specific to the intention
of purchasing green products, a study by Aseri and Ansari (2023) showed that health
consciousness has no significant relationship with green purchase intention. Moreover,
Liang et al. (2024) revealed that attitude reflects consumers’ concern for personal
health. As revealed in the result of green consumer behavior, this study found that in
South Tangerang City, environmental attitude and concern on green consumer behavior
has the lowest score.
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443
6.4 Effect of Sense of Responsibility on Green Consumer Behavior
Compared to other studies, a sense of responsibility was also found insignificant for green
consumer behavior. Alam et al. (2023) emphasized that responsibility does not directly
impact green consumer behaviors. It suggests that the environmental attitude should be
raised to incline green consumer behavior to a sense of responsibility. This aligns with
this study’s findings on low environmental attitudes and concerns. Responsibility may
require consumers to incorporate environmental and natural values into their self-
concepts (Wang et al., 2021). The divergent result here may stem from Indonesia’s
relatively new plastic bag ban, so responsibility and green attitudes are still in the
formation stage. Moreover, according to the Bureau of Statistics of Indonesia (2022), the
percentage of waste sorting and recycling rates by the community in Indonesia remains
low (19.49% & 0.39%).
6.5 Effect of Expectations when Using Non-single-use Plastic Bags on Green
Consumer Behavior
Consumers’ expectations for non-single-use plastic bags also proved insignificant for
green consumer behaviors, supporting some existing research. Nguyen et al. (2023) found
that expectations do not influence customer behaviors, specifically on plastic products.
However, it is noted that consumers' expectations are generated by their trust in the
products. In a study by Gano-an (2018), consumers expect a non-harmful environmental
impact by using an eco-friendly product, and the usage is expected to be inclined.
Moreover, according to Chang and Chou (2018), consumers will likely engage with
sustainable products where there is no environmental disruption as their expectation.
Related to the result, green product information is expected to increase the intention of
consumers to implement green consumer behavior indirectly by gaining expectations of
non-single-use plastic bags or eco-friendly bags.
6.6 Effect of Green Marketing on Green Consumer Behavior
Green marketing has been proven to significantly influence the implementation of green
consumer behavior. This analysis's results align with those of Sharma (2021) and Ansar
(2013), who show that advertising or marketing environmentally friendly products will
influence people's shopping interest in environmentally friendly products. A study by
Fadliyah et al. (2021) emphasizes that the fact that advertising is quite informative and
convincing can explain why there is a significant relationship between consumer trust in
the truth of advertising and consumer behavior towards branded products. Apart from
that, the price of environmentally friendly products also influences interest in shopping
for environmentally friendly products. A study by Zarei and Mirzaei (2022) stated that
purchase behavior is based on the evaluation of the costs and benefits of the consumer.
The driving factor of environmental protection awareness is individuals' awareness of
caring for the environment, which is also related to the green marketing of
environmentally friendly products. Consumers will have an interest in consuming
environmentally friendly products even at high prices (Ansar, 2013).
6.7 Theoretical Implication
This study contributes to filling the existing research gap on green consumer behavior
implementation in using eco-friendly bags, especially in South Tangerang City Indonesia.
This study proved that environmental protection awareness and green marketing have a
significant influence on green consumer behavior, aligned with the study by Nguyen et
al. (2021), Ogiemwonyi et al. (2023), and Liang et al. (2024). Moreover, this study also
strengthens the previous study, where the expectation of consumers has an insignificant
Faza et al. Journal of Consumer Sciences (2024), 9(3), 428-450
DOI: https://doi.org/10.29244/jcs.9.3.428-450
444
influence on green consumer behavior. It is important to note that consumers' trust is
associated with their expectations.
However, this study has a different result from other studies, where health protection
awareness and a sense of responsibility have insignificant influence on green consumer
behavior in South Tangerang City. This result emerged because people still prioritize
price in using shopping bags and their practicality. This result provides new evidence of
differences in factors influencing consumers’ behavior at different study locations.
Moreover, as Indonesia is a developing country, this study contributes to analyzing green
consumer behavior in developing countries.
6.8 Managerial Implication
This study proves that environmental protection awareness and green marketing
influence green consumer behavior in using eco-friendly bags in South Tangerang City,
Indonesia. Green marketers and policymakers can use this result to broadly design
effective programs and strategies to encourage and increase the utilization of eco-
friendly bags in South Tangerang City. It is vital to both green marketers and policymakers
to convey to the public the importance of green consumer behavior in daily activities.
Gaining public awareness can be accompanied by information and knowledge and inviting
the community to implement more environmentally friendly behavior. Environmental
protection awareness and green marketing can be implemented in parallel by
advertising, price, or incentives. Ogiemwongi et al. (2023) suggest that promoting
environmental information as a practical tool will enhance green consumer behavior and
potentially reduce the environmental impact. Moreover, the policymakers can encourage
green businesses and other retailers to commit to cooperating, reducing environmental
impact, and creating a sustainable community consumer. This study contributes to having
a better initial understanding of green consumer behavior in South Tangerang City,
considering that the regulation on plastic bag waste is relatively new. It is essential to
have a monitoring program on the existing regulation to better understand the changes
in citizenship behavior on green consumer behavior, specifically on the usage of eco-
friendly bags as an alternative to single-use plastic bags.
This study shows that health protection awareness, a sense of responsibility, and
expectations when using non-single-use plastic bags do not significantly affect green
consumer behavior in using eco-friendly shopping bags. However, as previous studies
(Mezger et al., 2020; Nguyen et al., 2020; Punzo et al., 2019) emphasized that
consumers’ health protection awareness, sense of responsibility, and expectations when
using non-single-use plastic bags are other factors that form consumers’ green consumer
behaviors. Therefore, in the future, governments also recommended considering health
awareness, a sense of responsibility, and consumers’ expectations in relation to eco-
friendly bag usage to improve the green consumption behavior of the consumers in South
Tangerang City.
6.9 Limitations
This study has several limitations in examining green consumer behavior. It only samples
consumers in retail moderns, considering the existing regulation is limited to the retail
modern market. Moreover, this study did not consider a specific respondent from a
vulnerable community. The ease of using shopping bags certainly impacts vulnerable
communities.
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7. Conclusions
Eco-friendly behaviors can protect future generations from plastic bag impacts and
reduce environmental plastic waste. They believe sorting waste and reusing products
demonstrates an environmentally caring attitude, which, according to the community,
can mitigate environmental plastic waste, especially in their city.
This study found that consumer awareness of environmental protection and green
marketing impact on green consumer behavior. Aligned with pro-environmental behavior
theory, heightened environmental awareness driven by green marketing strengthens
green consumption behaviors. This can encourage people to use eco-friendly shopping
bags to comply with South Tangerang Mayor Regulation No. 83 of 2022 concerning plastic
waste reduction.
8. Recommendation
Due to limitations, this study recommends exploring correlations between demographics
and green consumer behaviors. Incorporating vulnerable consumer samples could provide
richer insights to help marketers and policymakers. Additionally, more research on green
consumer behaviors is needed as South Tangerang’s plastic bag regulations are still new.
Expanding the subject pool beyond modern retail consumers into traditional markets
could yield a better and broader understanding of green consumer behavior in using eco-
friendly bags for all consumers in South Tangerang City.
Citation information
Cite this article as: Faza, S. M., Putri,
E. I. K., & Buitenzorgy, M. (2024).
Towards a greener future: factors
impacting eco-friendly shopping bag
adoption in retail sector. Journal of
Consumer Sciences, 9(3), 428-450.
https://doi.org/10.29244/jcs.9.3.428-
450
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