Understanding Consumer Intention to Purchase Biodegradable Plastic Bags: The Roles of Green Awareness, Subjective Norms, and Green Trust

I Nengah Gina  Budiarta; Made Pradnyan Permana  Usadi; Ni Kadek Asti  Tresnasari; Ni Luh Komang Putri  Laksmiani

doi:10.52006/main.v8i2.1337

I Nengah Gina Budiarta Universitas Mahasaraswati Denpasar, Indonesia
Made Pradnyan Permana Usadi Universitas Mahasaraswati Denpasar, Indonesia https://orcid.org/0000-0002-8187-6914
Ni Kadek Asti Tresnasari Universitas Mahasaraswati Denpasar, Indonesia
Ni Luh Komang Putri Laksmiani Universitas Mahasaraswati Denpasar, Indonesia

DOI: https://doi.org/10.52006/main.v8i2.1337

Keywords: green awareness, subjective norms, trust in green product, green purchase intention, biodegradable plastic

Abstract

To address the persistent issue of household plastic waste in Denpasar City, Bali, this study examines the influence of green awareness and subjective norms on the intention to adopt biodegradable plastic bags, mediated by green trust. Employing a quantitative design with 100 respondents and Structural Equation Modeling, the analysis reveals that both awareness and social norms significantly enhance green trust, which in turn drives purchase intention. The findings identify green trust as a crucial psychological bridge connecting environmental concern to sustainable behavior. Practically, these results suggest that local stakeholders can accelerate the shift toward sustainable packaging by fostering public awareness and supportive social norms. Future research should investigate behavioral barriers, such as cost and habit, and employ qualitative or comparative approaches to deepen understanding.