Green Initiatives and Environmental Concern Foster Environmental Sustainability: A Study Based on the Use of Reusable Drink Cups.

Unsustainable production and consumption have threatened human life and nature. Therefore, practitioners around the globe have paid attention to sustainability issues and adopted pro-environmental strategies to protect the environment. Using single-use cups contributes to environmental pollution. This study aims to understand university students' intention to use reusable drink cups in university campuses. This study has extended the theory of planned behavior (TPB) model by including moral norms, green university initiatives, environmental concerns, and moral norms. The purposive sampling technique has been employed to collect students' data from the twelve universities in Pakistan. Partial least square structural equation modeling (PLS-SEM) has been employed to test the hypothesized model. The study's results revealed that green university initiatives and norms significantly shape students' intention to use reusable cups. However, environmental concern has an insignificant impact on the perceived behavioral control. This study's results help higher education institutions to formulate strategies that create awareness among students and promote environmentally sustainable practices.