Intention and behavior towards bringing your own shopping bags in Vietnam: an Investigation Using the Theory of Planned Behavior

Sustainable consumption is a topic of concern in many countries around the world, including Vietnam. Although recognizing the behavior of using plastic bags instead of bringing own shopping bags (BYOB) is not good, many Vietnamese consumers still choose plastic bags because of their convenience. Using the TPB theory, this study explores the relationship between attitude, subjective norms, perceived behavioral control and intention towards BYOB and the relationship between intention and behavior towards BYOB. Based on the research results, the authors give some suggestions to state management agencies to promote intention and behavior toward BYOB.