How does Environmental Course Content Contribute to Students’ Choices for Plant-based Bioplastic Produce Bags?
2025
Li, Mingwei | MacGillivray, Alice
This mixed-method research used a survey and interviews to engage graduate students from four programs at Royal Roads University. The study evaluated willingness to pay for plant-based bioplastic produce bags. Focusing on the interplay between economic and normative factors, the research examined how environmental course content may influence their purchasing decisions. This research utilized Rational Choice Theory (RCT) and Norm Activation Theory (NAT) to uncover motivations. Most students indicated high moral responsibility and environmental awareness, which aligns with NAT. RCT showed that the students were willing to pay a small premium as a conditional cost. Students from environmentally focused programs were more likely to support sustainable alternatives and had stronger environmental identities. Those in other programs were more sensitive to cost. Educational and visual prompts shifted opinions and improved environmental awareness. Findings suggest that education on environmental matters enhances sustainable behaviours and normative motivations. However, the economics affect the decision-making.
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