Exploring the impact of environmental awareness on customer satisfaction amidst Hong Kong's single-use plastics ban

Abstract

This study investigates the influence of environmental awareness on consumer acceptance and satisfaction related to Hong Kong's phased ban on single-use plastics, which commenced in April 2024. Using a structured survey and structural equation modeling, the research examines how components such as environmental concern, attitudes, knowledge, and behavioral intention affect perceived enforcement and customer satisfaction. The findings reveal that while general concern and attitudes do not directly impact perceived enforcement, environmental knowledge and behavioral intentions significantly enhance support for and perception of the policy. Moreover, effective enforcement of the ban positively influences customer satisfaction, indicating that successful implementation can reinforce environmental values and consumer loyalty. The results underscore the importance of targeted educational campaigns and transparent communication in translating environmental awareness into supportive consumer behavior. The study provides practical insights for policymakers and businesses, emphasizing the need for collaborative strategies that combine regulatory measures with public education and operational adaptations to promote sustainable consumption and long-term environmental benefits.