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Bridging Attitude-Behavior Gaps in SDG Cultural Products: A Stakeholder Analysis

Author

Listed:
  • Ju Cheng

    (Business Department, Semyung University, Jecheon 27136, Republic of Korea)

  • Wang Pengyuan

    (Business School, Dezhou University, Dezhou, 253023, China)

  • Kim Gye-Soo

    (Business Department, Semyung University, Jecheon 27136, Republic of Korea)

  • Lan Yafei

    (Business Department, Semyung University, Jecheon 27136, Republic of Korea)

  • Zhong Xianzhe

    (Business Department, Semyung University, Jecheon 27136, Republic of Korea)

Abstract

This study examines the attitude-behavior gap for SDG-embedded cultural and creative products in China and asks how SDG embeddedness, enterprise resource capability, policy support, and consumer identity relate to marketing performance. Using survey data from 438 firms and 1,200 consumers across 31 Chinese provinces, supplemented by 28 stakeholder interviews, we estimate a structural equation model with bootstrap mediation tests, moderation analysis, and robustness checks. Because the data are cross-sectional, all path estimates are read as conditional associations rather than causal effects. Consumer identity shows the largest standardized association with marketing performance (β = 0.47 after removing the overlapping recommendation item, p

Suggested Citation

  • Ju Cheng & Wang Pengyuan & Kim Gye-Soo & Lan Yafei & Zhong Xianzhe, 2026. "Bridging Attitude-Behavior Gaps in SDG Cultural Products: A Stakeholder Analysis," Economics - The Open-Access, Open-Assessment Journal, De Gruyter, vol. 20(1), pages 1-14.
    • Handle: RePEc:bpj:econoa:v:20:y:2026:i:1:p:14:n:1003
    DOI: 10.1515/econ-2025-0221
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