{"title":"An extended theory of planned behaviour model to predict intention to use bioplastic","authors":"D. G. Taño, Janet Hernández Méndez, R. Díaz-Armas","doi":"10.1108/JSOCM-09-2020-0190","DOIUrl":null,"url":null,"abstract":"\nPurpose\nApproaches based on social marketing have led to the proposal of systemic interventions to achieve individual behaviour that takes into account the benefits for society as a whole. The use of plastics is having significant negative effects on the environment and so numerous policies such as the use of biodegradable packaging, have been implemented to ensure sustainable production and consumption patterns (Sustainable Development Goal 12). This paper aims to analyse the background factors that explain consumer intention to use bioplastics with the aim of guiding company and government social marketing campaigns designed to encourage such behaviour.\n\n\nDesign/methodology/approach\nTo gather data, a survey was carried out using a sample of 3,612 people obtained via an online panel made up of participants over 18 years of age. The model and its hypotheses were tested by structural equations with the PLS technique using six independent variables obtained from the literature review.\n\n\nFindings\nThe results of the variables “attitude towards bioplastics”, “subjective norms” and “activity to reduce plastic use” show a significant influence on intention to use bioplastics. This paper will also discuss the implications for governments and environmental managers to be taken into account when developing social marketing campaigns.\n\n\nSocial implications\nGiven the importance of perceived social pressure in terms of behaviour regarding the use of recyclable bioplastics, social marketing campaigns may be developed to encourage environmentally-responsible behaviour amongst different social agents such as consumers, businesses, governmental organisations and suppliers.\n\n\nOriginality/value\nThis study demonstrates the factors that explain intentions to use bioplastics, which until now had been subject to very little research.\n","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":null,"pages":null},"PeriodicalIF":3.1000,"publicationDate":"2021-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"8","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Social Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/JSOCM-09-2020-0190","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 8
Abstract
Purpose
Approaches based on social marketing have led to the proposal of systemic interventions to achieve individual behaviour that takes into account the benefits for society as a whole. The use of plastics is having significant negative effects on the environment and so numerous policies such as the use of biodegradable packaging, have been implemented to ensure sustainable production and consumption patterns (Sustainable Development Goal 12). This paper aims to analyse the background factors that explain consumer intention to use bioplastics with the aim of guiding company and government social marketing campaigns designed to encourage such behaviour.
Design/methodology/approach
To gather data, a survey was carried out using a sample of 3,612 people obtained via an online panel made up of participants over 18 years of age. The model and its hypotheses were tested by structural equations with the PLS technique using six independent variables obtained from the literature review.
Findings
The results of the variables “attitude towards bioplastics”, “subjective norms” and “activity to reduce plastic use” show a significant influence on intention to use bioplastics. This paper will also discuss the implications for governments and environmental managers to be taken into account when developing social marketing campaigns.
Social implications
Given the importance of perceived social pressure in terms of behaviour regarding the use of recyclable bioplastics, social marketing campaigns may be developed to encourage environmentally-responsible behaviour amongst different social agents such as consumers, businesses, governmental organisations and suppliers.
Originality/value
This study demonstrates the factors that explain intentions to use bioplastics, which until now had been subject to very little research.