No Plastic Bags: the Influence of Different Factors on Consumer Attitudes Towards an Environmental Initiative

Environmental issues have within the recent years exit a frequently debated matter and corporate social indebtedness (CSR) has fix a new determinant for consumers purchase decisions. As a issue of this, ever more companies have begun to implement different CSR initiatives in hallow to take responsibility for the environment.The arguments differ among researchers whether it is actually profitable for companies to invest in CSR initiatives. In this study we have based upon the functional theory of attitudes and determine different factors that are presumable to affect consumer attitudes towards an environmental CSR initiative and form a type for this.The model postulates four main factors that are likely to affect consumers attitudes towards an environmental initiative which attitude a consumer holds towards the actual crossroad (in this case the reputation bags) in question, the extent to which a consumer considers environmental responsibility to be important, the extent to which a consumer considers environmental issues to be a panic to her-/himself and the amount of information a consumer receives about the initiative.To test our model we use a quantitative approach and investigated the consumer attitudes towards the initiative no plastic bags at the shopping centre Strompilen, Umea. We found that consumers in general are really positive towards the initiative. We then looked closer into what move of our model that had significant disturb on consumer attitudes towards the concept. The Chi-Square tests showed that three of four parts in the model could be verified.These parts were the consumers attitude towards the actual product (in this case the paper bag), how important environmental responsibility is to a consumer and to what extent a consumer sees environmental issues as a threat to her-/himself. The fourth part of the model the amount of information a consumer has received could not be verified. Thus the model was modified and was in the en d constituted by the three parts that had been statistically verified.