Loading...

Determining Behavioral Elements of Generation Z’s Plastic Bag Consumption in Iran

Eisazadeh, Mohammad Javad | 2024

0 Viewed
  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 58059 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Isaai, Mohammad Taghi
  7. Abstract:
  8. Today, one of Earth’s most serious issues is the high level of plastic consumption worldwide and the resulting catastrophic environmental problems that arise from the mismanagement or poor management of vast amounts of plastic waste. About thirty percent of the global plastic industry is engaged in producing packaging materials. Various governments have implemented different policies to encourage the reduced use of plastic bags and packaging, ranging from strict measures such as taxes to softer approaches like media-driven education. Numerous studies have been conducted on the effectiveness of these policies. Aside from their effectiveness, their impact on Generation Z, given its unique generational characteristics, has been questioned in some research. Therefore, the research gap identified here is the need to explore the factors influencing Generation Z's intention to use plastic bags. On the other hand, a significant amount of unmanaged or poorly managed plastic waste exists in developing countries. However, many studies on the effectiveness of governmental policies have been conducted in developed societies. Hence, another research gap is whether the factors repeatedly identified as effective variables are the same in developing countries. By combining these two research gaps, this study aimed to examine the factors influencing Generation Z’s purchase intention in a developing country, Iran, within the framework of one of the most important consumer behavior theories, Ajzen’s Theory of Planned Behavior. Through a literature review, eight hypotheses based on Ajzen’s theory were developed. The relationships between three variables—attitude, subjective norms, and perceived behavioral control regarding plastic bags—and the intention to use plastic bags, as well as the moderating effect of consumer green values on these relationships, were assessed. Additionally, the preliminary relationship between perceived plastic knowledge and both attitude and perceived behavioral control regarding plastic bags was also investigated. After distributing a questionnaire inspired by various research sources, four hundred two valid responses were obtained following data cleaning. In the data analysis phase, the variables and their relationships were examined using various statistical tests, and the hypotheses were tested using Partial Least Squares (PLS) with the help of Smart PLS software. The results showed that all eight hypotheses were confirmed. Thus, not only is Ajzen’s theory regarding the factors affecting the intention to purchase plastic bags valid for Generation Z in Iran as a developing country, but the moderating effect of consumer green values on the relationship between attitude, subjective norms, and perceived behavioral control with purchase intention regarding plastic bags is also significant. Additionally, perceived plastic knowledge has a direct effect on individual attitude and perceived behavioral control regarding plastic bags. Furthermore, it was found that gender and education do not have a significant effect on plastic bag purchase intention. These findings could be valuable and significant for managers and policymakers from both theoretical and practical perspectives
  9. Keywords:
  10. Developing Countries ; Planned Behavior Theory ; Planned Behavior Ajzen Theory ; Plastic Bags Consumption ; Generation Z ; Plastic Waste

 Digital Object List

 Bookmark

No TOC