The main purpose of this research is to understand about the consumer
intention of using alternatives of plastic bags in Bali and what motivates them to
use alternatives of plastic bags using an integrated research model which is
marketing ethics which are: Deontological Evaluation and Teleological Evaluation,
and theory of planned behaviour which consists of: Attitude, Subjective norms, and
perceived behavioural control. This research uses online questionnaire to collect the
data, which was distributed to 170 respondents, yet only 162 respondents were
eligible to participate in this research. This research used SPSS and SEM-PLS to
analyse the data.
The result of this study found that deontological evaluation and teleological
evaluation have a positive influence on attitude, subjective norms, and perceived
behavioural control. And the study also found that, attitude, subjective norms, and
perceived behavioural control does have a significant positive influence towards
using alternatives of plastic bags in Bali. The result of this study may give an insight
for retailers to understand about consumer intention in Bali, that can be applied in
other provinces in Indonesia.