This study investigates the key factors influencing intention to use e-commerce in an emerging market context, focusing on individuals residing in Saudi Arabia. A quantitative research approach was adopted, and data were collected using a structured questionnaire from 281 respondents through a convenience sampling technique. Data were analyzed using structural equation modeling with SmartPLS to test the hypothesized relationships. The results revealed that attitude, subjective norms, self-efficacy, and trust all had significant positive effects on intention to use e-commerce. Moreover, trust in e-commerce was found to influence attitude, which in turn mediated the relationship between trust and intention, highlighting the importance of trust as both a direct and indirect driver of online purchasing behavior. The R-square values indicated that 47.9% of the variance in attitude and 65.4% of the variance in intention were explained by the model, confirming strong explanatory power. The study concludes that trust, confidence, social influence, and positive attitudes are crucial for enhancing consumers’ willingness to engage in e-commerce. The study delivers essential information which helps e-commerce companies and marketing professionals and government officials to enhance consumer trust and digital shopping experience and build favorable digital commerce attitudes in Saudi Arabia.

The program to reduce plastic waste is supported by all sectors of businesses, through some efforts to prevent using plastic bags in every store shopping and prompt using better alternatives. This study aims to find out whether the application of the theory of planned behavior departs from the knowledge of the influence of environmental awareness and leads to interest in the use of reusable bags. Quantitative methods used in this study includes the determination of samples with non-probability techniques, namely purposive sampling. The research instrument was an online questionnaire of 300 respondents in Bali, who had never used a repetitive shopping bag. Data were analyzed using Structural Equation Modeling with the SmartPLS application. The application of the theory of planned behavior shows that testing knowledge of the environment and environmental stewardship gives a positive attitude and becomes a control behavior and interest in the use of reusable bag products. However, it is different from Subjective Norms which do not have a significant influence on the interest in using reusable bags. So, it is a concern for the government to always provide socialization, knowledge and environmental awareness about the importance of protecting the environment by using non-disposable shopping bags, and also business owners or marketing management to provide more reusable bags.