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ABSTRACT
This paper investigates how hospitality students perceive the use of reusable drinkware and sustainability at music and sporting events and examines variables that influence these perceptions. A four-part online survey of 211 undergraduate students in hospitality programs at 4-year universities in the U.S was conducted. Data analysis shows students are unaware of reusable drinkware programs pertaining to music and sporting events. This study supports personal green practices are positively related to the intention to participate in the r.Cup program and visit eco-friendly music or sporting events. This study does not support that these intentions were moderated by sustainability courses taken by hospitality students. Results of this study can be used to market green practices and sustainable drinkware to event attendees and make educational recommendations when developing coursework in hospitality programs within higher education.