The purpose of this study is to explore and test the key factors influencing consumer’s intention to use green shopping bags towards plastic avoidance behaviour. The data were collected from 480 Indian respondents and analysed using structural equation modelling. The results revealed that environmental motivation and government initiatives have a significant effect on consumer’s intention to use green shopping bags. However, group conformity has an insignificant effect on consumer’s intention. Finally, consumer’s intention has significant effect on plastic avoidance behaviour. To the best of my knowledge, this is the first empirical research conducted on plastic bag avoidance behaviour in the Indian context. The findings provide valuable insight for the government and the policy makers to implement effective policies to protect the environment.
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