Rashi Taggar, Sasmita Nayak, Tania Dehury and Pabitra Kumar Jena
Single-use plastic (SUP) bags dominate the market with their convenience and affordability, resulting in a staggering five trillion SUPs used annually worldwide. However, the environmental impact of their excessive production and improper disposal calls for an investigation into the factors hindering shoppers from adopting sustainable alternatives. Through qualitative exploratory interviews with 31 shoppers, we discovered that environmental concern and convenience significantly influence attitudes towards sustainable bags. Furthermore, ascribed responsibility lies with both the government and retailers. Social norms, including peer and media influences, play a vital role in overcoming barriers to adoption. Individuals are more likely to embrace sustainable bag choices by aligning personal values and environmental responsibility. This study concludes with implications and future directions for promoting sustainable practices.