THE IMPACT OF ENVIRONMENTAL VALUES ON REUSABLE SHOPPING BAG USAGE: EMPIRICAL EVIDENCE FROM PASIR GUDANG, JOHOR

Abstract

The increasing global consumption of plastic bags poses a significant environmental challenge. With an annual per capita consumption of 17kg of plastic per individual, Malaysia ranks second in Asia for plastic pollution and eighth for poor waste management. Despite government initiatives such as implementing a minimum charge of RM0.20 per plastic bag in supermarkets, consumption remains high. The problem can be tackled through the use of reusable shopping bags. However, the use of such bags by Malaysians remains low. Therefore, this study examined the impact of environmental values on consumer behaviour towards reusable shopping bags among residents of Pasir Gudang, Johor. Using a survey method with a sample size of 230 respondents, this study investigated the influence of biospheric, altruistic and egoistic values on the use of reusable shopping bags. The results showed a significant correlation between biospheric, altruistic and egoistic values and the use of reusable bags. This study contributes to the discourse on environmental values and sustainable consumption in developing countries such as Malaysia.