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The use of reusable bottles is known to reduce reliance on single-used liquid containers at an individual level. However, the adoption of reusable bottles remains limited in many areas, despite the availability of external factors encouraging use. While health consciousness could influence the use of reusable bottles, it is unclear whether such a relationship is positive or negative. The present study aimed to identify the effect of health consciousness on reusable bottle behavior by proposing a conceptual model based on the theory of planned behavior. College students completed questionnaires regarding their on-campus use of reusable bottles for five school days. Results revealed that health consciousness did not influence intention. Nonetheless, the fitness indices showed an excellent model fit. Behavior was predicted by intention (p < .001), which was in turn determined by attitudes (p < .001), perceived norms (p < .05), and perceptions of control (p < .001). Examination of the antecedents of on-campus use of reusable bottles revealed important implications for designing effective behavioral interventions.
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