CONSUMER PERCEPTION OF SUSTAINABLE SHOPPING BAGS AND ITS EFFECT ON THEIR PURCHASE INTENTION:

Abstract

the paper aims to study the relationship between environmental concerns and subjective norms on consumers' perception towards green product and the factors that influences people's intention towards using them, especially sustainable shopping bag using survey data from 453 respondents. The study uses Chi-square test via Kruskal-Walis test to determine if the hypotheses were accepted or rejected. The existence of the relationship between variables was proven via the measuring of Spearman Correlation. The research indicated that there is a positive relationship between environmental concerns and consumers’ perception of green products. Finally, the results show there is a confident relationship between the consumer’s perception towards green products and purchase intention of green products. Based on the research findings, policy implications and suggestions to further promote shopping bags are discussed.