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Mindful Choices: Unveiling the Driving Factors behind Consumers’ Intention to Reduce Single-Use Plastic Utensils

Author

Listed:
  • Ju Yeon Shin

    (Howard Feiertag Department of Hospitality and Tourism Management, Virginia Tech, Blacksburg, VA 24061, USA)

  • Eojina Kim

    (Howard Feiertag Department of Hospitality and Tourism Management, Virginia Tech, Blacksburg, VA 24061, USA)

  • Yoon Jung Jang

    (School of Hotel, Food Service & Culinary Arts, Woosong University, Daejeon 34606, Republic of Korea)

  • Manisha Singal

    (Howard Feiertag Department of Hospitality and Tourism Management, Virginia Tech, Blacksburg, VA 24061, USA)

Abstract

As consumers increasingly access takeaway food from restaurants, the importance of reducing the use of single-use plastic has emerged. To investigate this complex process, the current study applies the Theory of Planned Behavior (TPB) and the Norm Activation Model (NAM) to discover how this theory and model leads to discovering customers’ behavioral intentions. Data were collected from 436 respondents and reflect people aged 18 years or older who accessed an online food ordering platform within the three months prior to the study data collection. Results present that customers’ attitudes, subjective norms, perceived behavioral control, awareness of consequences, and personal norms regarding reducing single-use plastic utensils influence consumers’ behavioral intentions. These findings are meaningful to academia in providing insights into the link between consumers’ behavior and reducing the use of single-use plastic utensils in the restaurant context. In addition, this study provides marketing strategies and implications for improving consumers’ awareness of the use of single-use plastic utensils in retail food services.

Suggested Citation

  • Ju Yeon Shin & Eojina Kim & Yoon Jung Jang & Manisha Singal, 2024. "Mindful Choices: Unveiling the Driving Factors behind Consumers’ Intention to Reduce Single-Use Plastic Utensils," Sustainability, MDPI, vol. 16(2), pages 1-20, January.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:2:p:710-:d:1318744
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    References listed on IDEAS

    as
    1. Bairong Wang & Yong Li, 2022. "Consumers’ Intention to Bring a Reusable Bag for Shopping in China: Extending the Theory of Planned Behavior," IJERPH, MDPI, vol. 19(6), pages 1-13, March.
    2. Sarah Fischbach & Brielle Yauney, 2023. "Social Cognitive Theory and Reciprocal Relationship: A Guide to Single-Use Plastic Education for Policymakers, Business Leaders and Consumers," Sustainability, MDPI, vol. 15(5), pages 1-14, February.
    3. Mauro Viccaro & Adele Coppola & Maria Consiglia D’Angelo & Francesco Genovese & Severino Romano & Mario Cozzi, 2023. "Young People Are Not All the Same! The Theory of Planned Behaviour Applied to Food Waste Behaviour across Young Italian Generations," Sustainability, MDPI, vol. 15(20), pages 1-17, October.
    4. Jun Lv & Xuan Liu & Sivhuang Lay, 2021. "The Impact of Consequences Awareness of Public Environment on Medicine Return Behavior: A Moderated Chain Mediation Model," IJERPH, MDPI, vol. 18(18), pages 1-19, September.
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