Understanding Consumer Perception and Behavior Toward Biodegradable Plastic Products Based on the MOA Model

• Published in: Asia Marketing Journal (Online) Vol. 26; no. 4; pp. 269 - 285
• Main Authors: Baek, Nayeon, Lee, Hyemi
• Format: Journal Article
• Language: English
• Published: 한국마케팅학회AMJ 01.01.2025; Korean Marketing Association; 한국마케팅학회
• Subjects: biodegradable plastics; eco-friendly consumption; greenwashing; moa framework; switching intentions; 경영학; Greenwashing; Switching intentions; Biodegradable plastics; Eco-friendly consumption; MOA framework

This study investigated the factors influencing consumers' switching intentions to biodegradable plastic products. Applying a modified Motivation-Opportunity-Ability (MOA) framework, we analyzed the impact of factors such as environmental concern, novelty seeking, negative attitude, perceived c...