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Yahsin Weng, National Quemoy University, TaiwanAbstract
Despite the continuous promotion of government policies and the growing public awareness of environmental protection, the actual use rate of non-disposable beverage cups remains relatively low, indicating a gap between pro-environmental intentions and actual behavior. This study aims to examine the key determinants influencing consumers’ behavioral intention and actual behavior toward using non-disposable beverage cups in take-away beverage consumption contexts.Five antecedent factors are incorporated into the research framework: environmental attitude, perceived convenience, perceived economic incentives, social influence, and lifestyle. Behavioral intention is specified as a mediating variable to further explain actual usage behavior. A quantitative survey method is employed, targeting Taiwanese consumers who have purchased take-away beverages within the past month. Approximately 300 valid responses are collected for empirical analysis. The findings indicate that different situational factors significantly influence consumers’ behavioral intentions, and behavioral intention has a positive effect on actual usage behavior. By clarifying the decision-making process underlying sustainable behavior in everyday consumption contexts, this study contributes to a deeper understanding of the intention–behavior gap. The results also provide practical implications for policymakers and beverage retailers seeking to promote the adoption of non-disposable beverage cups through more effective policy design and marketing strategies.
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