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

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

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...

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Bibliographic Details
Main Authors: Nayeon Baek, Hyemi Lee
Format: Article
Language:English
Published: Korean Marketing Association 2025-01-01
Series:Asia Marketing Journal
Subjects:
biodegradable plastics
eco-friendly consumption
moa framework
greenwashing
switching intentions
Online Access:https://amj.kma.re.kr/journal/vol26/iss4/5/
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https://amj.kma.re.kr/journal/vol26/iss4/5/

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