A Study on the Driving Factors of Continued Use of Sustainable Ready-to-Drink Packaging: The Moderating Roles of Perceived Sustainability and Perceived Value Fit

This study, based on the Decomposed Theory of Planned Behavior (DTPB), constructs and validates a systematic model to explore the key drivers influencing consumers’ continuous usage intention of sustainable Ready-to-Drink (RTD) beverage packaging. The model includes perceived value and social normative paths, introducing perceived sustainability (PS) and perceived value fit (PVF) as moderators to reveal the role of contextual perceptions in green consumption decision-making. Empirical results show that all conventional path hypotheses (H1–H6) are supported. Among the moderating effect hypotheses, H7b, H9a, and H10c are not supported, while the rest hold. Theoretical implications include the following: Perceived Usefulness (PU) and Perceived Enjoyment (PE) significantly and positively influence consumer satisfaction (SA), consistent with the Expectation Confirmation Model (ECM). Both external influence (EI) and interpersonal influence (II) significantly enhance subjective norms (SN), aligning with TPB theory. Self-efficacy (SE) and facilitating conditions (FA) positively affect perceived behavioral control (PBC), consistent with the DTPB model. Satisfaction, subjective norms, and perceived behavioral control significantly predict continuous usage intention (UI), with satisfaction showing the strongest effect, highlighting the importance of positive initial experiences for green behavior continuation.