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Environmental Management

Erschienen in:

15.05.2023

It Takes Two to Tango: How Ability and Morality Shape Consumers’ Willingness to Refill and Reuse

verfasst von: Prerna Shah, Janet Z. Yang

Erschienen in: Environmental Management | Ausgabe 2/2024

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Abstract

The waste problem in the U.S. has only intensified in recent years, first due to China’s National Sword Policy and then to the COVID-19 pandemic. One solution to this problem is to encourage people to adopt pro-environmental behaviors such as opting for reusables and products with plastic-free alternate packaging. In this study, we employ the value-belief-norm theory to examine whether its proposed causal chain predicts consumers’ willingness to use reusables and products with plastic-free alternate packaging. We also explore the moderating role of perceived behavior control, one of the strongest predictors of environmental behaviors. Our research provides support to the value-belief-norm theory in predicting behavioral willingness. The moderating role of perceived behavior control provides additional insight into the theoretical model and furnishes practical implications for strategic communication designed to encourage the adoption of reusables and alternative packaging.

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Our sample demographics are largely in line with the 2021 American Community Survey statistics.

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Titel: It Takes Two to Tango: How Ability and Morality Shape Consumers’ Willingness to Refill and Reuse
verfasst von: Prerna Shah
Janet Z. Yang
Publikationsdatum: 15.05.2023
Verlag: Springer US
Erschienen in: Environmental Management / Ausgabe 2/2024
Print ISSN: 0364-152X
Elektronische ISSN: 1432-1009
DOI: https://doi.org/10.1007/s00267-023-01828-7

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