ABSTRACT

Recently, consumer satisfaction improvements and the rise of take-out platforms provide people with new ways of catering and consumption. While bringing convenience to people, it produces a large amount of catering waste, and causes tremendous pressure on the ecological environment. This serious pollution has encouraged people to increase their awareness of environmental protection and explore a green, healthy, and sustainable way to consume. Based on motivation theory and research into differences in consumer behavior, this paper explores the motivations that influence consumers’ green choices of tableware from the perspective of catering enterprises. The results show that values and green tableware supply by catering enterprises can stimulate the willingness to use green tableware, and functional applicability and a green consumption attitude can improve the willingness to buy green tableware. Meanwhile, personal environmental inclinations and functional applicability are significantly higher than marketing factors and social symbolic functions.