The Effect of Bring Your Own Bag on Pro-environmental Behaviour: Towards a Comprehensive Conceptual Framework

The consumption of single-use plastics has been increasing each year. This has become a global concern and many governments have initiated sustainable policies to reduce the consumption of single-use plastics to protect the eco-system. A few countries have banned the sale of plastic bags and thereby there is a reduction in the usage of plastics. This study develops a comprehensive framework by extending the theory of planned behaviour. Specifically, this study investigates the effects of connectedness to nature and retailers’ incentives on attitudes towards the environment. This study also tests the effects of attitude, perceived behavioural control, and subjective norm on intention to bring your own bag (BYOB), and also examines the impact of intention to BYOB on pro-environmental behaviour. Data was collected from India. This study applied structural equation modelling with a sample of 505 to test the relationships. The study results show that retailers’ incentives do not affect attitudes towards the environment and subjective norms do not have a significant relationship with intention to BYOB. This study provides important implications for the retailers and policymakers.