GREEN CONSUMERISM: ADOPTION OF ECO-FRIENDLY BAGS AMONG UNIVERSITY STUDENTS

Abstract

Factors influencing the use of eco-friendly bags among Malaysian university students are examined, with a focus on attitudes, subjective norms, and perceived behavioral control using the Theory of Planned Behavior framework. Despite various initiatives to reduce plastic waste and promote sustainability, the adoption of eco-friendly bags among young Malaysian consumers remains low. Persistent challenges, including limited awareness, cost sensitivity, and the widespread availability of plastic bags, continue to impede broader acceptance of sustainable alternatives. Data were analyzed using SmartPLS, revealing that subjective norms and perceived behavioural control significantly influence students’ eco-friendly bag usage. These results highlight the critical role of social influence and perceived behavioral ease of behavior in fostering sustainable consumption. This study offers valuable insights for policymakers and retailers seeking to enhance green consumerism among younger populations. By addressing social influences and perceived control factors, more effectively strategies can be designed to encourage eco-friendly practices. This study contributes to the broader literature on sustainable consumption by offering empirical evidence from an emerging market and providing actionable recommendations to promote environmental responsibility among youth.