The role of social factors and community attachment in the intention to reduce plastic bag consumption and pro-environmental behaviors

This study examines the role of social norms, family norms, and community attachment in the intention to reduce plastic bag consumption and promote pro-environmental behaviors in Vietnam Central Coastal communities. The study used SEM techniques to analyze the quota sample of 450 households collected in three cities (Dong Hoi, Da Nang, and Nha Trang). The results showed that the intention to reduce plastic bag consumption acts as a mediator in the relationship between social influence, family influence, and community attachment to pro-environmental behaviors. Simultaneously, the analysis of the moderator variable indicated that the impact of social factors on the intention to reduce plastic bag consumption and the pro-environmental behaviors was stronger among women than men. The implications of policy on education and communication in coastal communities to reduce plastic bag consumption in the future are proposed.