Greener Choices: Determinants of Consumers’ Intention to Purchase Bioplastic Products

Abstract

The global shift toward environmental sustainability has amplified interest in bioplastics as eco-friendly alternatives to conventional plastics. However, consumer adoption remains relatively limited, particularly in emerging economies. This study examines the psychological and value-based factors that influence consumers’ intentions to purchase bioplastic products. Drawing on the theory of consumption values, this study examines the roles of green self-image, self-congruity, environmental consciousness, and perceived value in shaping consumers’ purchase intentions. Structural equation modelling via IBM AMOS was used to analyse responses from 214 Malaysian participants. The results indicate that environmental consciousness and perceived value significantly predict consumers’ intention to purchase bioplastics, whereas green self-image and self-congruity do not exhibit a significant effect. The model explains 68% of the variance in purchase intention, highlighting the central role of psychological factors in shaping consumers’ sustainable consumption behaviour. This study contributes to the literature by offering a consumer-centric perspective on bioplastic adoption and provides actionable insights for policymakers and marketers seeking to promote sustainable consumption models aligned with global environmental goals.