Effects of drivers and barriers to switching behavioral intension of young people in using bioplastic in Ho Chi Minh City

Abstract

The research aims to understand and analyze more deeply the barriers and motivations that affect attitudes; thereby influencing the intention to change behavior of using bioplastics. The research aims to limit the difficulties that prevent customers from using environmentally friendly bioplastic products. In addition, it also attracts attention and promotes behavioral change in consuming bioplastics instead of conventional plastics. The authors collected data by selecting appropriate survey forms through survey questions (N=220). Then, data were compiled, analyzed and descriptive statistics were used using SPSS 20.0 software. Next, the authors conducted a reliability test using Cronbach's Alpha and performed exploratory factor analysis (EFA). SmartPLS 4.0.9.2 software was used to evaluate the measurement model and the linear structural model to provide discussions on the effects of barriers and motivation. The results of the study reflected the factors of barriers: price awareness and risk awareness have opposite effects on attitudes. This means that buyers are aware of the cost barriers when using bioplastics. Motivational factors including perceived value, green perceived value, creativity and electronic word of mouth (eWOM) behavior have the same impact on attitude. This means that consumers will be interested and willing to use bioplastic products when they receive a unique, new product that has real values and is environmentally friendly. This will lead to the intention to change behavior from using conventional plastic to environmentally friendly bioplastic. Through data analysis results, the authors have a more in-depth and diverse view of the barriers and drivers of bioplastic products. Thereby, reviewing practice to suggest specific recommendations with the aim of improving the positive view of biological products to young consumers. From there, promoting the change of usage behavior, bringing good value to the environment.