FACTORS AFFECTING CONSUMERS’ INTENTION AND BEHAVIOR TOWARDS USING ECO-FRIENDLY BAGS IN SUPERMARKETS IN HUE CITY
The objective of this study is to identify factors affecting consumers’ intention and behavior towards using eco-friendly bags in supermarkets in Hue city. The research is based on the extended model of TPB (Theory of Planned Behavior). Using a sample of 283 consumers and applying Structural Equation Modeling (SEM) in data analysis, the authors discovered that four factors affect consumers’ intention to use eco-friendly bags, thereby indirectly influencing their behavior. These four factors include “attitude toward eco-friendly bags”, “personal ethical standards”, “expectations for a good life for future generations”, and “green marketing programs at supermarkets”.