用计划行为理论确定消费者选择布与塑料袋的意愿

Q3 Environmental Science Applied Environmental Research Pub Date : 2022-03-15 DOI:10.35762/aer.2021.44.1.5
Z. Batooli, Saeed Zarein-Dolab, Azam Mohamadloo, M. Rahimzadeh
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引用次数: 1

摘要

塑料袋废弃物对人类和动物健康造成严重危害。基于计划行为理论(TPB),对2020年在伊朗卡尚市不同商店购物的250名消费者进行描述性研究,调查消费者减少塑料袋消费和使用布袋的意愿、态度、主观规范和感知行为控制。采用分层抽样的方法选择消费者填写一份基于波斯语TPB的调查问卷。通过路径分析,探讨态度、主观规范和感知行为控制是否与减少塑料袋消费和使用布袋的意愿有关系,以及路径模型是否可接受。结果表明,年龄、性别等人口统计学特征会影响行为控制的感知。就业消费者使用布袋的意愿更强。通径分析结果显示,意向与态度、主观规范、感知行为控制等因素呈显著正相关。TPB各维度间存在中等相关性。态度与行为控制知觉呈弱相关,行为控制知觉与意向呈显著相关。就业者和家庭主妇消费者使用衣物袋的意愿较强。态度并不是意图和行为控制的重要决定因素。因此,教育和提高意识的方案应该伴随着其他旨在直接改变意图的强化/鼓励方案。有工作的个人和家庭主妇更有可能改变他们的行为,并从这些项目中受益。
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Using Theory of Planned Behavior to Determine Consumer Intention in Choosing Cloth vs Plastic Bags
Plastics bags waste presets serious danger to human and animal health. A descriptive study was conducted on 250 consumers who were shopping in different stores of Kashan city in Iran in 2020 to investigate the consumers’ intention, attitude, subjective norms and perceived behavioral control towards reducing the consumption of plastic bags and using cloth bags based on the theory of planned behavior (TPB). Stratified sampling was applied to select the consumers to filled out a questionnaire developed based on the TPB in Farsi. A path analysis was used to investigate whether attitude, subjective norms, and perceived behavioral control would have any relation with the intention to reduce the consumption of plastic bags and to use cloth bags and whether the pathway model was acceptable. Results showed that certain demographic characteristics such as age and gender affects the perceived behavioral control. Employed consumers had stronger intention in using cloth bags. The path analysis results showed positive correlations between intention and other components of TPB such as attitude, subjective norms, and perceived behavioral control. There was a medium correlation between different dimensions of TPB. Weak correlation was observed between the attitude and perceived behavioral control and maximum correlation was observed between perceived behavioral control and intention. Employed and housewives consumers had strong intentions in using clothe bags. Attitude was not a strong determinant of intention and perceived behavioral control. Thus educational and awareness-raising programs should be accompanied by other reinforcing/ encouraging programs targeting at changing the intention directly. Employed individuals and housewives are more likely to change their behavior and benefit from such programs.
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Applied Environmental Research
Applied Environmental Research Environmental Science-Environmental Science (all)
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