CONSUMERS’ INTENTION OF USING AGROWASTE FOOD PACKAGING VIA EXTENDED THEORY OF PLANNED BEHAVIOR (TPB): A CONCEPTUAL PAPER
DOI:
https://doi.org/10.55197/qjssh.v6si3.1011Keywords:
biodegradable, food packaging, agriculture waste, theory of planned behaviorAbstract
The increasing environmental concerns regarding plastic pollution have prompted the search for sustainable alternatives, such as biodegradable food packaging made from agricultural waste. However, understanding the factors that influence consumers' intentions to adopt such alternatives remains a critical challenge. Despite the potential environmental benefits of biodegradable packaging, consumer adoption rates remain low. This study aims to explore the psychological and social factors that influence Malaysian consumers' intentions to use biodegradable food packaging, specifically made from agricultural waste. This research adopts an extended version of the Theory of Planned Behavior (TPB) to examine the role of attitude, subjective norms, perceived behavioral control, and moral norms in shaping consumer intentions. Additionally, environmental responsibility is tested as a mediating variable. A quantitative approach is employed, with data collected through a survey targeting a representative sample of Malaysian consumers in Selangor. Structural equation modeling (SEM) is used to analyze the relationships between the TPB constructs and consumer intentions. The findings are expected to provide valuable insights into the key drivers and barriers affecting consumer behavior towards sustainable packaging. These insights will be useful for policymakers, environmental advocates, and marketers in designing effective campaigns to promote the adoption of biodegradable packaging and reduce plastic waste. By identifying the psychological factors that influence consumer behavior, this study aims to contribute to strategies that encourage sustainable consumption practices and support the transition towards environmentally friendly alternatives in the food packaging industry.
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