Professor Nombulelo Dilotsotlhe
Department of Marketing and Retail Management
University of South Africa
https://orcid.org.0000-00029065-976X
Dilotn@unisa.ac.za
Vol 21 | Issue 1 | 138-151
*Corresponding author
Abstract
The purpose of this study was to evaluate the role of environmental beliefs, living habits, attitudes, and subjective norms in explaining consumers’ behavioural intentions toward using non-plastic reusable shopping bags. Grounded in the Theory of Reasoned Action (TRA), the study sought to uncover the psychological and lifestyle-related drivers that influence sustainable shopping behaviour, with a particular focus on younger consumers aged 18 – 35 – a cohort that includes both older Generation Z and younger Millennials, known for their heightened environmental awareness and evolving consumption patterns. A quantitative research design was employed, and data was collected from a sample of 312 respondents residing in Gauteng, South Africa. Structural equation modelling (SEM) was used to validate the measurement model and test the proposed hypotheses. The findings reveal that living habits significantly and positively influence both attitudes and behavioural intentions towards using non-plastic reusable shopping bags. Additionally, attitudes and subjective norms emerged as significant predictors of intention, while environmental beliefs did not have a direct effect on behavioural intentions. This study adds to the growing body of literature on sustainable consumer behaviour by highlighting the interplay between social influence, personal habits, and pro-environmental attitudes. Implications for marketers, policymakers, and environmental advocates are discussed, with an emphasis on promoting habitual and socially supported behavioural change.
Keywords: Environmental beliefs, Living habits, Attitudes, Theory of reasoned action, Young people.
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