The Effectiveness of Stimulating Perceived Behavioral Control on the Intention to Use Reusable Cups
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2022-08-21
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en
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Disposable cups have a negative impact on the environment. Deposit systems for reusable cups can be a sustainable alternative for customers of coffee shops. However, little is known about the driving factors of the decision to use a reusable cup of a deposit system nor how to influence these factors to increase the intention to use a reusable cup of a deposit system. Therefore, this paper investigated important factors related to the intention to use a specific reusable cup, namely, the Billie cup. A multiple regression analysis was conducted with the intention to use a Billie cup as dependent variable and the attitude towards Billie cup, the perceived behavioral control (PBC) to use a Billie cup, the habituation to use a disposable cup, the subjective norm to use a Billie cup, and environmental concern. The results of the MRA showed that the attitude towards this cup, the habituation to use disposable cups and PBC correlated significantly with the intention to use a Billie cup. A simple mediation analysis showed that relationship between environmental concern and habituation to use a disposable cup was mediated by conservation behavior. The second study was an online experiment that tested whether specifically developed materials could increase PBC and intention to use a Billie cup, however, no significant results could be found in these 2 two-way t-tests. This study is a starting point for further investigations and interventions with the aim to increase the usage of reusable cups.
Keywords: Theory of planned behavior (TPB), perceived behavioral control (PBC) sustainable behavior, theory of normative conduct, environmental attitudes inventory (EAI)
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Faculteit der Sociale Wetenschappen