RESULTS
The analytical process consisted of two steps. First, for the sake of simplicity, we conducted an exploratory factor analysis (maximum likelihood and promax rotation methods) to determine the key components of the environmental consciousness construct and the product attribute construct. Then, using the factor scores of each construct obtained in the first step, we used a structural equation model (SEM) to examine the role of environmental consciousness and perceived product attributes in determining attitudes toward cloth shopping bags and purchase intentions.