The Mediating Effect of Personal Value towards Food Hawkers’Behaviour on Environmentally Friendly Food Packaging

Food packaging has become a major environmental concern in the society in recent years,including with part of sustainable development goal globally. Particularly on gradual increment usage and waste among food hawkers in the market. The usage and waste of food packaging generated from food hawkers significantly contributed to current pollution. Therefore, environmentally friendly food packaging has been introduced into the market to encourage good management practises among food hawkers and thereby lower levels of environmental pollution. Many researchers have brought attention to this issue, and numerous suggestions have been made to use environmentally friendly food packaging to improve sustainability in the context of the green environment. Despite, the government and non-governmental organisations (NGOs) have launched a slew of promotions and campaigns to raise awareness in usage of environmentally friendly food packaging. However, environmentally friendly food packaging implementation among food hawkers remain low. Thus, the purpose of this study is to explore and identify the actual cause low usage of environmentally friendly food packaging among food hawkers by using Theory of plan behaviour with personal value as a mediator. Using a quantitative approach, the data obtained from the local food hawkers with structured questionnaire with a 10-point Likert scale through multistage sampling. The results generated by using Structural Equation Modeling with the IBM-SPSS and IBM-AMOS software to test the hypotheses. The finding indicated that personal values is significant as a mediator construct, while attitudes toward and perceptions of behavioural control had significant effects on both the intention to use EFFP and actual behaviour toward EFFP. Moreover, result generated provide an important step forward in the development of a more comprehensive theoretical framework to explain hawkers' behaviour. This is an important step forward in providing practical and theoretical implications for economic and societal.