| dc.description.abstract | Limiting plastic bags has become a symbol of the sustainable and environmentally friendly lifestyle. In Vietnam, most young consumers are conscious that plastic bags hazard the environment; however, they tend to prefer plastic bags instead of taking their own bags when shopping due to its convenience. On the basis of the general theory of ethics in marketing and drawn on the recent study of Chan and co-writers (2008), this study assimilated Hunt and Vitell’s (1986) theory of ethics to demonstrate a model analyzing young generation’ intention to “Bring Your Own Bags” (BYOB). Ethically moral concepts are applied to investigate this type of green consumption practice and examine how the Vietnamese young generation’s basic moral philosophies may affect their BYOB intention in this practice. The proposed model is empirically examined by conducting a survey collected from 250 young respondents in Vietnam. The study includes indirect influences of moral philosophies including both teleological and deontological evaluation on the ethical judgment as a mediator and direct impacts of teleological evaluation, habit, intention corporate social responsibility (CSR) marketing campaign factors on BYOB as well. In addition, the results indicate the BYOB habit wields the strongest impact on the intention than does the teleological evaluation, which shows a different result compared to previous study (e.g., Chan and co-workers, 2008). Henceforth, by emphasizing the insight into the influence of CSR marketing campaigns on young consumers’ behavior, these findings are valuable to green marketers and organizations in endeavoring to protect the environment. To sum up, this study confers the insights for applying marketing ethics theory to anatomize intention to bring their own bags of Vietnamese young generation related to BYOB practices.
Keywords: Bring your own bags (BYOB), BYOB practices, BYOB intention, Moral philosophies, Ethical judgment, PLS-SEM | en_US |
