Green university initiatives and undergraduates’ reuse intention for environmental sustainability: The moderating role of environmental values

Abstract

Environmental sustainability is an important issue today. It is harmful to the environment to use single-use cups. Therefore, the research aims to investigate undergraduates' reuse intentions about using reusable drinkware on campus. The study used an updated theory of planned behavior (TPB) model by incorporating moral norms, green university initiatives, and environmental values as new components. A convenient sampling method is applied to collect the data. A total of 337 responses were collected from university undergraduates. For testing various relations, this study employed structural equation modeling. The outcomes support that moral norms and all TPB constructs influence students' intention to reuse reusable cups, and behavioral control has the highest impact. Green university initiatives significantly predict moral norms and TPB constructs. Environmental value moderates the association between moral norms and reuse intentions. The outcomes of this research will help policymakers and university authorities create plans for teaching and motivating students about the environment and encouraging green behavior for environmental sustainability.