IDEAS home Printed from https://ideas.repec.org/a/fan/ecaqec/vhtml10.3280-ecag2023oa15961.html
   My bibliography  Save this article

Unraveling Psychosocial Drivers of Environmentally-labeled Coffee

Author

Listed:
  • Veenarat Ut-tha
  • Rebecca Chung

Abstract

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.

Suggested Citation

  • Veenarat Ut-tha & Rebecca Chung, 2023. "Unraveling Psychosocial Drivers of Environmentally-labeled Coffee," Economia agro-alimentare, FrancoAngeli Editore, vol. 2023(3), pages 109-141.
    • Handle: RePEc:fan:ecaqec:v:html10.3280/ecag2023oa15961
    as

    Download full text from publisher

    File URL: http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=75036&Tipo=ArticoloPDF
    Download Restriction: Single articles can be downloaded buying download credits, for info: https://www.francoangeli.it/DownloadCredit
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Camelia F. Oroian & Calin O. Safirescu & Rezhen Harun & Gabriela O. Chiciudean & Felix H. Arion & Iulia C. Muresan & Bianca M. Bordeanu, 2017. "Consumers’ Attitudes towards Organic Products and Sustainable Development: A Case Study of Romania," Sustainability, MDPI, vol. 9(9), pages 1-14, September.
    2. Grabs, Janina & Kilian, Bernard & Hernandez, Daniel Calderon & Dietz, Thomas, 2016. "Understanding Coffee Certification Dynamics: A Spatial Analysis of Voluntary Sustainability Standard Proliferation," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 19(3), pages 1-26, August.
    3. Chung-Te Ting & Chi-Ming Hsieh & Hsiao-Ping Chang & Han-Shen Chen, 2019. "Environmental Consciousness and Green Customer Behavior: The Moderating Roles of Incentive Mechanisms," Sustainability, MDPI, vol. 11(3), pages 1-16, February.
    4. Chun-Chu Liu & Chu-Wei Chen & Han-Shen Chen, 2019. "Measuring Consumer Preferences and Willingness to Pay for Coffee Certification Labels in Taiwan," Sustainability, MDPI, vol. 11(5), pages 1-13, March.
    5. Kamonthip Maichum & Surakiat Parichatnon & Ke-Chung Peng, 2016. "Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers," Sustainability, MDPI, vol. 8(10), pages 1-20, October.
    6. Li Bai & Mingliang Wang & Shunlong Gong, 2019. "Understanding the Antecedents of Organic Food Purchases: The Important Roles of Beliefs, Subjective Norms, and Identity Expressiveness," Sustainability, MDPI, vol. 11(11), pages 1-18, May.
    7. Achabou, Mohamed Akli & Dekhili, Sihem, 2013. "Luxury and sustainable development: Is there a match?," Journal of Business Research, Elsevier, vol. 66(10), pages 1896-1903.
    8. Veenarat Ut-tha & Pai-Po Lee & Rebecca Chung, 2021. "Willingness to Pay for Sustainable Coffee: A Case of Thai Consumers," SAGE Open, , vol. 11(4), pages 21582440211, October.
    9. Jong-Wen Wann & Chia-Yung Kao & Yu-Chen Yang, 2018. "Consumer Preferences of Locally Grown Specialty Crop: The Case of Taiwan Coffee," Sustainability, MDPI, vol. 10(7), pages 1-13, July.
    10. Singh, Gaganpreet & Pandey, Neeraj, 2018. "The determinants of green packaging that influence buyers’ willingness to pay a price premium," Australasian marketing journal, Elsevier, vol. 26(3), pages 221-230.
    11. Liobikienė, Genovaitė & Mandravickaitė, Justina & Bernatonienė, Jurga, 2016. "Theory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study," Ecological Economics, Elsevier, vol. 125(C), pages 38-46.
    12. Patricio Ramírez-Correa & F. Javier Rondán-Cataluña & Maria Tereza Moulaz & Jorge Arenas-Gaitán, 2020. "Purchase Intention of Specialty Coffee," Sustainability, MDPI, vol. 12(4), pages 1-13, February.
    13. Roitner-Schobesberger, Birgit & Darnhofer, Ika & Somsook, Suthichai & Vogl, Christian R., 2008. "Consumer perceptions of organic foods in Bangkok, Thailand," Food Policy, Elsevier, vol. 33(2), pages 112-121, April.
    14. Ha-Won Jang & Soo-Bum Lee, 2019. "Applying Effective Sensory Marketing to Sustainable Coffee Shop Business Management," Sustainability, MDPI, vol. 11(22), pages 1-17, November.
    15. Ryan, Jessica & Casidy, Riza, 2018. "The role of brand reputation in organic food consumption: A behavioral reasoning perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 239-247.
    16. Halder, Pradipta & Pietarinen, Janne & Havu-Nuutinen, Sari & Pöllänen, Sinikka & Pelkonen, Paavo, 2016. "The Theory of Planned Behavior model and students' intentions to use bioenergy: A cross-cultural perspective," Renewable Energy, Elsevier, vol. 89(C), pages 627-635.
    17. Dacinia Crina Petrescu & Ruxandra Malina Petrescu-Mag, 2015. "Organic Food Perception: Fad, or Healthy and Environmentally Friendly? A Case on Romanian Consumers," Sustainability, MDPI, vol. 7(9), pages 1-15, August.
    18. My, Nguyen H.D. & Demont, Matty & Van Loo, Ellen J. & de Guia, Annalyn & Rutsaert, Pieter & Tuan, Tran Huu & Verbeke, Wim, 2018. "What is the value of sustainably-produced rice? Consumer evidence from experimental auctions in Vietnam," Food Policy, Elsevier, vol. 79(C), pages 283-296.
    19. Han, Heesup & Hsu, Li-Tzang (Jane) & Sheu, Chwen, 2010. "Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities," Tourism Management, Elsevier, vol. 31(3), pages 325-334.
    20. Boulding, William & Kirmani, Amna, 1993. "A Consumer-Side Experimental Examination of Signaling Theory: Do Consumers Perceive Warranties as Signals of Quality?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(1), pages 111-123, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Veenarat Ut-tha & Pai-Po Lee & Rebecca Chung, 2021. "Willingness to Pay for Sustainable Coffee: A Case of Thai Consumers," SAGE Open, , vol. 11(4), pages 21582440211, October.
    2. Zaremohzzabieh, Zeinab & Ismail, Normala & Ahrari, Seyedali & Abu Samah, Asnarulkhadi, 2021. "The effects of consumer attitude on green purchase intention: A meta-analytic path analysis," Journal of Business Research, Elsevier, vol. 132(C), pages 732-743.
    3. Adu-Gyamfi, Gibbson & Song, Huaming & Nketiah, Emmanuel & Obuobi, Bright & Adjei, Mavis & Cudjoe, Dan, 2022. "Determinants of adoption intention of battery swap technology for electric vehicles," Energy, Elsevier, vol. 251(C).
    4. Saeid Karimi & Genovaitė Liobikienė & Heshmatollah Saadi & Fatemeh Sepahvand, 2021. "The Influence of Media Usage on Iranian Students’ Pro-Environmental Behaviors: An Application of the Extended Theory of Planned Behavior," Sustainability, MDPI, vol. 13(15), pages 1-19, July.
    5. Samah Ibnou-Laaroussi & Husam Rjoub & Wing-Keung Wong, 2020. "Sustainability of Green Tourism among International Tourists and Its Influence on the Achievement of Green Environment: Evidence from North Cyprus," Sustainability, MDPI, vol. 12(14), pages 1-24, July.
    6. Manuela Vega-Zamora & Manuel Parras-Rosa & Francisco José Torres-Ruiz, 2020. "You Are What You Eat: The Relationship between Values and Organic Food Consumption," Sustainability, MDPI, vol. 12(9), pages 1-13, May.
    7. Edwin Chukwuemeka Idoko & Chukwunonso Oraedu & Christian Chidera Ugwuanyi & Stephen Ikechukwu Ukenna, 2021. "Determinants of Smart Meter on Sustainable Energy Consumption Behavior: A Developing Country Perspective," SAGE Open, , vol. 11(3), pages 21582440211, July.
    8. Nketiah, Emmanuel & Song, Huaming & Cai, Xiang & Adjei, Mavis & Adu-Gyamfi, Gibbson & Obuobi, Bright, 2022. "Citizens’ intention to invest in municipal solid waste to energy projects in Ghana: The impact of direct and indirect effects," Energy, Elsevier, vol. 254(PC).
    9. Samia Ayyub & Xuhui Wang & Muhammad Asif & Rana Muhammad Ayyub, 2018. "Antecedents of Trust in Organic Foods: The Mediating Role of Food Related Personality Traits," Sustainability, MDPI, vol. 10(10), pages 1-17, October.
    10. Yu Hao & Yingting Wang & Qiuwei Wu & Shiwei Sun & Weilu Wang & Menglin Cui, 2020. "What affects residents' participation in the circular economy for sustainable development? Evidence from China," Sustainable Development, John Wiley & Sons, Ltd., vol. 28(5), pages 1251-1268, September.
    11. Chung-Te Ting & Chi-Ming Hsieh & Hsiao-Ping Chang & Han-Shen Chen, 2019. "Environmental Consciousness and Green Customer Behavior: The Moderating Roles of Incentive Mechanisms," Sustainability, MDPI, vol. 11(3), pages 1-16, February.
    12. Catarina Roseira & Sandrina Teixeira & Belem Barbosa & Rita Macedo, 2022. "How Collectivism Affects Organic Food Purchase Intention and Behavior: A Study with Norwegian and Portuguese Young Consumers," Sustainability, MDPI, vol. 14(12), pages 1-19, June.
    13. Francisco José Torres-Ruiz & Manuela Vega-Zamora & Manuel Parras-Rosa, 2018. "False Barriers in the Purchase of Organic Foods. The Case of Extra Virgin Olive Oil in Spain," Sustainability, MDPI, vol. 10(2), pages 1-14, February.
    14. Aline Carla Petkowicz & Tatiane Pelegrini & Brian William Bodah & Carlos Daniel Rotini & Leila Dal Moro & Alcindo Neckel & Caroline Pauletto Spanhol & Elton Gean Araújo & Jandir Pauli & Giana de Varga, 2024. "Purchasing Intention of Products with Sustainable Packaging," Sustainability, MDPI, vol. 16(7), pages 1-18, March.
    15. Taneja, Shilpa & Ali, Liaqat, 2021. "Determinants of customers’ intentions towards environmentally sustainable banking: Testing the structural model," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    16. Mohd Sadiq & Mohd Adil & Justin Paul, 2021. "Does social influence turn pessimistic consumers green?," Business Strategy and the Environment, Wiley Blackwell, vol. 30(7), pages 2937-2950, November.
    17. Lucyna Witek & Wiesława Kuźniar, 2020. "Green Purchase Behavior: The Effectiveness of Sociodemographic Variables for Explaining Green Purchases in Emerging Market," Sustainability, MDPI, vol. 13(1), pages 1-18, December.
    18. Kamonthip Maichum & Surakiat Parichatnon & Ke-Chung Peng, 2016. "Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers," Sustainability, MDPI, vol. 8(10), pages 1-20, October.
    19. Neringa Vilkaite-Vaitone & Vilma Tamuliene, 2023. "Unveiling the Untapped Potential of Green Consumption in Tourism," Sustainability, MDPI, vol. 16(1), pages 1-16, December.
    20. Chang, Kuo-Chien & Hsu, Chia-Lin & Hsu, Ya-Ti & Chen, Mu-Chen, 2019. "How green marketing, perceived motives and incentives influence behavioral intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 336-345.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:fan:ecaqec:v:html10.3280/ecag2023oa15961. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Stefania Rosato (email available below). General contact details of provider: http://www.francoangeli.it/riviste/sommario.aspx?IDRivista=214 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.