Study on the Influencing Factors of Environmental Tableware Consumption Behavior of Urban Youth in Chongqing

Abstract

This study takes the consumption scenario of environment-friendly tableware as the research object and combines the environmental motivation theory, theory of planned behavior, and perceived value theory to explore the factors that affect the consumption of environment-friendly tableware by urban youth. It also examines the impact of perceived threat, perceived value, and perceived efficacy on subjective norms, behavior attitudes, and behavior intentions. Among them, it perceived threats consist of two dimensions: perceived severity and perceived vulnerability; Perceived efficacy consists of two dimensions: self-efficacy and reactive efficacy; Perceived value consists of four dimensions: Environmental Values, social value, spiritual value, and cost value. This research has found that: (1) Perceived threats positively affect behavioral intentions; (2) Perceived value positively affects behavioral intention; (3) Perceived efficacy positively affects behavioral intention; (4) Subjective norms have a partial mediating effect on perceived efficacy, perceived value, behavioral attitude, and behavioral intention; (5) Behavioral attitudes have a partial mediating effect on perceived threat, perceived efficacy, perceived value, and behavioral intention.