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This research aimed to study factors affecting the intention of using eco-friendly shopping bags in Khon Kaen. Underlying Planned Behavior Theory (Ajzen, 1991; Chang & Chou, 2018; Taufique & Vaithianathan, 2018; Ekasari, 2018). The sample consisted of 400 people in Khon Kaen province. The study used the accidental sampling. The questionnaires were used as tools for data collection. The statistics using for analyzing the data were mean, standard deviation, Independent-samples t-test, One-way Anova, Pearson correlation coefficient, and multiple regression. The results revealed that attitude toward expectation behavior and perceived behavior control in interests, perceived behavior control in supporting activities affected the intention of using eco-friendly shopping bags. This study contributes to government agencies can be used as public policy and strategies for creating understanding and cultivating knowledge for all citizens in order to adjust the attitude and raise awareness for the conservation of the environment.
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