Unraveling Psychosocial Drivers of Environmentally-labeled Coffee

Titolo Rivista Economia agro-alimentare
Autori/Curatori Veenarat Ut-tha, Rebecca Chung
Anno di pubblicazione 2024 Fascicolo 2023/3
Lingua Inglese Numero pagine 33 P. 109-141 Dimensione file 0 KB
DOI 10.3280/ecag2023oa15961
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In Taiwan’s niche coffee market, there is a clear demand for sustainability, yet there remains a gap in understanding certification preferences. This study addresses this gap by employing the Theory of Planned Behavior (TPB) to investigate the purchase intentions of 348 Taiwanese consumers towards environmentally-labeled coffee. Structural equation modeling reveals positive associations between attitude, subjective norms, perceived behavioral control individually, and purchase intention. Among the factors influencing attitude, sensory, upscale, and environmental beliefs significantly play significant roles, while health beliefs do not. Probit regression analysis confirms that purchase intention positively influences consumers’ willingness to engage in coffee consumption. In additon, consumer characteristics including past experience, household size, knowledge, and age also impact coffee consumption willingness. These findings provide valuable insights for stakeholders seeking to promote sustainable consumption and guiding environmentally-conscious decisionmaking strategies.

Keywords:; Environment; Health; Sensory; Sustainability; Upscale; Theory of planned behavior

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Veenarat Ut-tha, Rebecca Chung, Unraveling Psychosocial Drivers of Environmentally-labeled Coffee in "Economia agro-alimentare" 3/2023, pp 109-141, DOI: 10.3280/ecag2023oa15961