Relationship Among Return Convenience, Attitude, and Behavioral Intention Toward the Disposable Cup Deposit System: The Moderating Effects of Moral Norm, Environmental Concern, and Age

This research investigates consumers’ perceptions of the disposable cup deposit system using the theory of effort minimization as a theoretical foundation. Return convenience was specified as the independent variable based on the theory of effort minimization, and attitude and behavioral intention as the key outcome variables; moral norm, environmental concern, and age were included as moderators. Data were collected from 400 Korean consumers through a professional survey firm, and the proposed model was tested using Hayes’ PROCESS macro (Model 5). Return convenience was positively associated with both attitude and behavioral intention, and attitude was in turn positively associated with behavioral intention. Moral norm and environmental concern significantly moderated the association between return convenience and behavioral intention. The age interaction was negative and only marginally significant, suggesting that this association may be weaker rather than stronger among older respondents, contrary to what was hypothesized; this pattern should therefore be regarded as tentative. Because the data were cross-sectional and self-reported, the findings describe patterns of association rather than causal relationships. By clarifying the relationships among these six constructs, this study advances understanding of consumers’ perceptions of the disposable cup deposit system and offers insights into how individual characteristics are related to consumers’ responses to, and intentions to participate in, the system.