Stimulation of Purchase Behavior Toward Biodegradable Bags: The Role of Green Skepticism

Abstract

Today, the habit of using light, durable, and disposable plastics that are poorly managed is one of the main reasons for environmental pollution, biodiversity loss, and climate change in Vietnam. Besides, due to the lack of consumption, most plastic companies in Vietnam refuse to switch their production to biodegradable plastic bags. The study is conducted to promote the purchase behavior of biodegradable plastic bags, which can reduce the consumption of non-degradable plastic in Vietnam. A non-probability sampling method was applied, with a sample size of 828 consumers who lived in Southeast Vietnam. SmartPLS software was applied to examine the hypotheses. The results show that attitudes, coping appraisal, and threat positively influence the purchase behavior of biodegradable plastic bags. Green skepticism negatively moderates the relationship between attitudes, coping appraisal, threat appraisal, and purchase intention toward biodegradable plastic bags. This study also added psychological factors, such as green skepticism, to fill the perception-behavior gap from previous studies and extend the protection-motivation theory. Some managerial implications will be proposed for plastic companies in Vietnam to switch their production toward biodegradable plastic bags. Besides, consumers will also be given guidance and encouragement to use these products through integrated marketing communication strategies.