“I’d like to carry the world sustainably” – examining sustainable consumption behavior using reusable shopping bags

Purpose In this study, the authors developed a conceptual model to investigate sustainable consumption behavior, specifically the intention to use reusable bags, and its relationship with two crucial factors influencing the use of single-use plastic bags: cost savings and convenience. This study also aims to explore the mediating roles of environmental concern, guilt and self-efficacy. Design/methodology/approach A quantitative study using online survey involving 421 respondents was conducted, and data analysis performed using structural equation modeling. Findings The results indicate that self-efficacy influenced environmental concern and sustainable consumption, while perceived savings did not. Perceived convenience significantly influenced sustainable consumption behavior. Environmental concern had indirect effects on the relationships between perceived savings, perceived convenience and sustainable consumption behavior, whereas guilt did not moderate the relationship between environmental concern and sustainable consumption behavior. Originality/value The main contribution lies in the insights for promoting the sustainable use of reusable shopping bags, benefiting both theoretical understanding and practical applications in efforts to encourage sustainable consumption behavior.