Stop Using Disposable Cutlery: What Affects Disposable Cutlery Behavior? : Combination of TPB and NAM

Abstract At present, disposable tableware has been widely used, but its harm to the environment can not be underestimated, so we want to explore a sustainable path. Normative Activation Model (NAM) and Theory of Planned Behavior (TPB) as foundations, this paper studies the factors related to consumers' behavior of reducing disposable tableware use, and uses Structural Equation Model (SEM) to study the recycling behavior of 479 disposable tableware users in Shijiazhuang City. The results show that the awareness of the consequences of using disposable tableware has significant positive effects on attitudes, social norms, personal norms and perceived behavior control; At the same time, this study confirmed that attitude, social norms, personal norms and perceived behavior control were beneficial to behavior intention and significantly affected the behavior intention of using disposable tableware, and the indirect mediating effect of attitude, social norms, personal norms and perceived behavior control among consequence awareness and behavior intention was also verified. In addition, the influence of perceived behavioral control and behavioral intention on the behavior of disposable tableware users was also obtained. Government support as a moderating variable positively moderates the relationship between perceived behavioral control and behavior. The research results not only built a theoretical model of environmental protection behavior of the factors affecting residents' use of disposable tableware, improve the predictive and explanatory power of the overall model, but also assisted competent departments and government organizations in comprehending specific uses of disposable tableware, so as to formulate more feasible policies and measures.