Responsible Consumer Behavior: Driving Factors of Pro‐Environmental Behavior toward Post‐Consumption Plastic Packaging

Abstract

This quantitative investigation aims to test the model of responsible consumption behavior (RCB). The specific purpose is to examine the relationship of pro‐environmental behavior, attitudes, norms, intention, and awareness using the theory of planned behavior as an underlying theoretical framework. A multistage sampling technique was used to select people (n = 665). Data were collected using a self‐administered questionnaire from sample respondents. The data were analyzed using structural equation modeling (SEM)–partial least square (PLS). The findings revealed that attitudes, norms, and awareness all have a role in predicting the intention to engage in post‐consumer plastic packaging activity. This finding supports the theory of planned behavior, and it can be extended to explain environmental behavior by adding a reasonable variable.