Estimating Willingness to Pay for Switching to Bring Shopping Bags in Vietnam

DOI IR (HANDLE) Open Access
  • TRAN Linh Thi Ut
    Laboratory of Environmental Economics, Department of Agricultural and Resource Economics, Graduate School of Bioresource and Bioenvironmental Sciences, Kyushu University
  • TAKAHASHI Yoshifumi
    Laboratory of Environmental Economics, Department of Agricultural and Resource Economics, Faculty of Agriculture, Kyushu University
  • NOMURA Hisako
    Laboratory of International Agricultural Development Studies, Center for Promotion of International Education and Research, Faculty of Agriculture, Kyushu University
  • YABE Mitsuyasu
    Laboratory of Environmental Economics, Department of Agricultural and Resource Economics, Faculty of Agriculture, Kyushu University

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Description

This study aims to estimate the factors affecting consumers’ willingness to pay (WTP) plastic bag fees that make them agree to carry their own bags during shopping in Vietnam. Structural Equation Modelling (SEM) was applied to determine the meaningful relationship between WTP and Attitude (AT), Subjective norms (SN), Perceived behavior (PB), and Eco–Literature (EL). The survey was conducted online using a structured questionnaire through nationwide social media distribution. The main findings indicate that three latent variables AT, SN, and PB have insignificant effects on WTP. Only EL had a significant relationship with WTP. More precisely, in this relationship, the responses of environmentally aware women were stronger than those of men who agreed to bring their bags. Additionally, the fee that could affect consumers’ behavior toward reducing plastic bags was found to be at least 850.5 dong/bag (≈ 0.04 USD). This research contributes valuable evidence for the policymakers to complete Directive No. 33 which would issue a fee for plastic bags in the future. Besides, the research also provides better knowledge of consumers for using shopping bags.

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