Green Initiatives and Environmental Sustainability : The Moderating Role of Environmental Values

People need to embrace a sustainable way of life that benefits the environment and society. The unsustainable practices of production and consumption threaten both human life and nature. As a result, professionals worldwide have become increasingly attentive to sustainability concerns and implemented environmentally-friendly strategies to safeguard the planet. It is harmful to the environment to use single-use cups. 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 and environmental values as new components. A convenient sampling method is applied to acquire the quantitative 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 greatly influence students' intentions to reuse reusable cups. Green university initiatives significantly predict moral norms and TPB constructs. Environmental value moderates the association between moral norms and reuse intentions. The foremost goal of the investigation is to promote environmental sustainability. The outcomes of this research help universities create plans for teaching students about the environment and encouraging environmentally beneficial behavior