The Influence of Norms, Environmental Attitudes, and Perceived Behavioral Control on Plastic Bag Use: A Behavioral-Economic Perspective

Nyoman Paramananda; Ida Ayu Agung Idawati; Ni Kadek Sioaji Yamawati; I Komang Agus Sedana Putra; Ni Gede Aprianto

doi:10.54408/jabter.v5i2.523

Authors

Nyoman Paramananda Faculty of Economics and Business, Universitas Warmadewa
Ida Ayu Agung Idawati Faculty of Economics and Business, Universitas Warmadewa
Ni Kadek Yamawati Faculty of Economics and Business, Universitas Warmadewa
I Komang Agus Sedana Putra Faculty of Economics and Business, Universitas Warmadewa
Ni Gede APrianto Faculty of Economics and Business, Universitas Warmadewa

DOI:

https://doi.org/10.54408/jabter.v5i2.523

Keywords:

Subjective Norms, Environmental Attitudes, Perceived Behavioral Control, Single-Use Plastic Bags, Theory of Planned Behavior

Abstract

Despite local regulations banning their use, single-use plastic bags remain widely consumed in Denpasar City. This study uses the Theory of Planned Behavior (TPB) to explore how subjective norms, environmental attitudes, and perceived behavioral control influence consumer intention and actual behavior, with intention acting as a mediating factor. The results suggest that a sense of control, environmental awareness, and social pressure play important roles in reducing plastic bag usage through behavioral intention. More importantly, the continued reliance on plastic bags imposes real economic costs—ranging from increased public spending on waste management to environmental damage that threatens tourism and fisheries. These hidden costs underline the urgency of combining regulatory measures with behavioral and economic strategies. Policies that support reusable alternatives, provide targeted incentives, and reshape social norms are essential not only for protecting the environment but also for ensuring long-term economic sustainability.

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