The Influence of Digital Literacy and Product Innovation on The Competitive Advantage of Modern Beverage Businesses

Abstract

The purpose of this study is to analyze the influence of attitudes and perceived behavioral control on students' intentions in reducing the use of single-use plastic bottles by referring to the theory of planned behavior and its relevance to the sustainable development goals (SDGs) goal 14. The method used was quantitative approximation with a comparative study design of 32 respondents through a Likert questionnaire, tested for normality, reliability (Cronbach's Alpha = 0.846), regression, and correlation. The results of this study showed that the model was able to explain 50.2% of the variation in intentions (R²=0.502), with perceived behavioral control having a significant effect (sig. 0.010), while the attitude was not partially significant. In conclusion, the intention of plastic reduction is more influenced by external factors in the form of infrastructure availability than mere awareness. The impact of the research confirms the importance of policies and provision of refillable drinking water facilities on campus to support the reduction of plastic waste