An extended theory of planned behaviour model to predict intention to use bioplastic

IF 3.1 4区 管理学 Q2 BUSINESS Journal of Social Marketing Pub Date : 2021-07-05 DOI:10.1108/JSOCM-09-2020-0190
D. G. Taño, Janet Hernández Méndez, R. Díaz-Armas
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引用次数: 8

Abstract

Purpose Approaches based on social marketing have led to the proposal of systemic interventions to achieve individual behaviour that takes into account the benefits for society as a whole. The use of plastics is having significant negative effects on the environment and so numerous policies such as the use of biodegradable packaging, have been implemented to ensure sustainable production and consumption patterns (Sustainable Development Goal 12). This paper aims to analyse the background factors that explain consumer intention to use bioplastics with the aim of guiding company and government social marketing campaigns designed to encourage such behaviour. Design/methodology/approach To gather data, a survey was carried out using a sample of 3,612 people obtained via an online panel made up of participants over 18 years of age. The model and its hypotheses were tested by structural equations with the PLS technique using six independent variables obtained from the literature review. Findings The results of the variables “attitude towards bioplastics”, “subjective norms” and “activity to reduce plastic use” show a significant influence on intention to use bioplastics. This paper will also discuss the implications for governments and environmental managers to be taken into account when developing social marketing campaigns. Social implications Given the importance of perceived social pressure in terms of behaviour regarding the use of recyclable bioplastics, social marketing campaigns may be developed to encourage environmentally-responsible behaviour amongst different social agents such as consumers, businesses, governmental organisations and suppliers. Originality/value This study demonstrates the factors that explain intentions to use bioplastics, which until now had been subject to very little research.
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预测生物塑料使用意向的计划行为模型扩展理论
目的基于社会营销的方法导致提出了系统干预措施,以实现个人行为,并考虑到对整个社会的好处。塑料的使用对环境产生了重大的负面影响,因此实施了许多政策,如使用可生物降解的包装,以确保可持续的生产和消费模式(可持续发展目标12)。本文旨在分析解释消费者使用生物塑料意图的背景因素,以指导公司和政府旨在鼓励此类行为的社会营销活动。设计/方法/方法为了收集数据,通过由18岁以上参与者组成的在线小组对3612人进行了抽样调查 年龄。该模型及其假设通过结构方程和PLS技术进行了检验,使用了从文献综述中获得的六个自变量。结果变量“对生物塑料的态度”、“主观规范”和“减少塑料使用的活动”的结果显示,对使用生物塑料的意愿有显著影响。本文还将讨论在开展社会营销活动时应考虑的对政府和环境管理者的影响。社会影响鉴于可回收生物塑料使用行为方面感知的社会压力的重要性,可以开展社会营销活动,鼓励消费者、企业、政府组织和供应商等不同社会主体采取对环境负责的行为。独创性/价值这项研究展示了解释使用生物塑料意图的因素,迄今为止,对生物塑料的研究很少。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
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