Understanding the importance of café portable cup design and environmental concerns on green on-the-go consumption: a comparative study of gender

With massive coffee sales comes a detrimental environmental impact due to high disposable cup usage. This study examined how Starbucks portable cup design and environmental concerns shape green purchase intention by extending the TPB model. Structural analysis revealed that aesthetics, symbolism, functionality, and environmental concerns influenced consumer attitudes, contributing to purchase intention alongside perceived behavioral control and subjective norms within the TPB framework. Multigroup analysis found that symbolism has a stronger impact on females' attitudes, while functionality has a stronger impact on males' attitudes. Additionally, attitude mediated the effects of design and environmental concerns on green purchase intention.