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The Relationship of Perceived Consumer Effectiveness, Subjective Knowledge, and Purchase Intention on Carbon Label Products—A Case Study of Carbon-Labeled Packaged Tea Products in Taiwan

Author

Listed:
  • Ta-Ching Liang

    (Department of Leisure & Recreation, National Formosa University, Huwei Township 632, Taiwan)

  • Rospita Odorlina P. Situmorang

    (Department of Forestry, National Chung Hsing University, Taichung City 402, Taiwan)

  • Mei-Chi Liao

    (Graduate Institute of Bio-Industry Management, National Chung Hsing University, Taichung City 402, Taiwan)

  • Shu-Chun Chang

    (Graduate Institute of Bio-Industry Management, National Chung Hsing University, Taichung City 402, Taiwan)

Abstract

In view of global warming issues, the Taiwan government has implemented environmental-related policies and measures for sustainable development through promoting “carbon labeling” in recent years. Many studies related to carbon labeling have been conducted after its promotion, but the studies on the relationship of subjective knowledge or perceived knowledge on carbon labeling, perceived consumer effectiveness (PCE), and willingness to buy the products are still limited. Therefore, this study aimed to examine the relationship of subjective knowledge on carbon labeling, consumer perception, and willingness to buy carbon label products, with a case study of packaged tea products in Taiwan. The respondents were Taiwanese adults aged 18 years old and over, who have experience of buying packaged tea. The research was conducted by survey method using non-probability sampling method at convenience retail stores i.e., 7-Eleven and Family Mart. The result showed that (1) the consumers with high subjective knowledge have high willingness to purchase packaged tea products with carbon labels, consumers with high PCE have high subjective knowledge of carbon labeling, and consumers with high PCE have high willingness to buy carbon-labeled packaged tea products; (2) there is a positive linear relationship of subjective knowledge and PCE toward purchase intention of carbon label; and (3) a significant positive correlation between subjective knowledge, PCE, and willingness to buy packaged tea beverage products with carbon labels for the female respondents.

Suggested Citation

  • Ta-Ching Liang & Rospita Odorlina P. Situmorang & Mei-Chi Liao & Shu-Chun Chang, 2020. "The Relationship of Perceived Consumer Effectiveness, Subjective Knowledge, and Purchase Intention on Carbon Label Products—A Case Study of Carbon-Labeled Packaged Tea Products in Taiwan," Sustainability, MDPI, vol. 12(19), pages 1-12, September.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:19:p:7892-:d:418301
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    References listed on IDEAS

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    1. Sharp, Anne & Wheeler, Meagan, 2013. "Reducing householders’ grocery carbon emissions: Carbon literacy and carbon label preferences," Australasian marketing journal, Elsevier, vol. 21(4), pages 240-249.
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    4. Peschel, Anne & Grebitus, Carola & Steiner, Bodo & Veeman, Michele, 2016. "How does consumer knowledge affect environmentally sustainable choices? Evidence from a cross-country latent class analysis of food labels," MPRA Paper 69864, University Library of Munich, Germany.
    5. Liu, Tiantian & Wang, Qunwei & Su, Bin, 2016. "A review of carbon labeling: Standards, implementation, and impact," Renewable and Sustainable Energy Reviews, Elsevier, vol. 53(C), pages 68-79.
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    Cited by:

    1. Shao-Ping Yang & Shu-Chun Chang & Ta-Ching Liang & Rospita Odorlina P. Situmorang & Minhas Hussain, 2021. "Consumer Confusion and Green Consumption Intentions from the Perspective of Food-Related Lifestyles on Organic Infant Milk Formulas," Sustainability, MDPI, vol. 13(4), pages 1-16, February.
    2. Jichao Geng & Na Yang & Wei Zhang & Li Yang, 2023. "Public Willingness to Pay for Green Lifestyle in China: A Contingent Valuation Method Based on Integrated Model," IJERPH, MDPI, vol. 20(3), pages 1-23, January.
    3. Jenhung Wang & Pei-Chun Lin, 2021. "Should the Same Products Consumed in Different Retail Channels Have an Identical Carbon Footprint? An Environmental Assessment of Consumer Preference of Retail Channels and Mode of Transport," Sustainability, MDPI, vol. 13(2), pages 1-12, January.

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