Factors Influencing Shoppers' BYOB (Bring Your Own Bag) Behavior: An Application of Rational Choice Theory and Theory of Planned Behavior

Date

6-2022

Degree

Bachelor of Science in Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Jaimie Kim B. Arias

Committee Member

Jefferson A. Arapoc, Jaime Kim B. Arias, Maria Angeles O. Catelo, Agham C. Cuevas

Abstract

This study attempts to investigate the consumers’ decision to practice what is called the BYOB or Bring Your Own Bag behavior using Bulgurcu et al.’s (2010) framework that integrated the Theory of Planned Behavior and Rational Choice Theory. Specifically, this study focused on the predictors of intentions as well as the underlying process of cost and benefits assessment that individuals perform in making a decision.

Drawing on the theory of planned behavior, this study proposes that along with subjective norms and perceived behavioral control, the consumers’ attitude toward BYOB determines their intention to perform BYOB. Specifically, this study proposes that attitude towards BYOB is influenced by an individual’s perceived benefit of performing BYOB, cost of performing BYOB, and cost of not performing BYOB, which are beliefs about the overall assessment of consequences of performing BYOB or not. Moreover, this study postulates that these beliefs are shaped by the consumer’s outcome beliefs about the consequences of performing BYOB or not.

Using structural equation modeling, the data from 154 respondents were processed and analyzed to investigate the hypotheses. Significant findings of this study suggest that the beliefs about outcomes, except the extrinsic benefits of BYOB, positively affects the overall assessment of outcomes. Moreover, perceived benefits of performing BYOB and perceived costs of not performing BYOB positively affects attitude towards BYOB. Attitude towards BYOB and perceived behavioral control also positively influences intentions to perform BYOB. Lastly, BYOB intention also positively influences BYOB behavior.

Language

English

LC Subject

BYOB, Rational choice theory, Theory of planned behavior

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2022 E2 C33

Document Type

Thesis

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