IDEAS home Printed from https://ideas.repec.org/a/igg/jcrmm0/v16y2025i1p1-20.html
   My bibliography  Save this article

Enhancing Sustainable Coffee Tourism Behavior Among Y-Generation via Environment Knowledge: Role of Environmental Value and Awareness

Author

Listed:
  • Songyu Jiang

    (Rattanakosin International College of Creative Entrepreneurship, Rajamangala University of Technology, Rattanakosin, Thailand)

  • Akera Ratchavieng

    (Faculty of Industry and Technology, Rajamangala University of Technology, Rattanakosin, Thailand)

  • Han Wang

    (Faculty of Teacher Training, Xishuangbanna Vocational and Technical College, China)

  • Nutteera Phakdeephirot

    (Rattanakosin International College of Creative Entrepreneurship, Rajamangala University of Technology, Rattanakosin, Thailand)

  • Yi OuYang

    (Rattanakosin International College of Creative Entrepreneurship, Rajamangala University of Technology, Rattanakosin, Thailand)

Abstract

This study analyzes the effects of environmental knowledge, environmental value, and environmental awareness on sustainable coffee tourism behavior, while examining the mediating roles of environmental value and awareness. Using a convenience sampling method, 470 questionnaires were collected from Gen-Y with experience in Yunnan coffee tourism. Structural equation modeling was employed to validate the significance of environmental knowledge. The findings reveal that environmental knowledge positively influences environmental value, environmental awareness, and sustainable coffee tourism behavior. Environmental value and awareness not only directly promote sustainable practices but also serve as critical mediators. Furthermore, the results confirm the chain mediation effect of environmental value and environmental awareness between knowledge and behavior. This research offers practical implications for multiple stakeholders, encouraging the adoption of diverse strategies to enhance tourists' environmental knowledge.

Suggested Citation

  • Songyu Jiang & Akera Ratchavieng & Han Wang & Nutteera Phakdeephirot & Yi OuYang, 2025. "Enhancing Sustainable Coffee Tourism Behavior Among Y-Generation via Environment Knowledge: Role of Environmental Value and Awareness," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global Scientific Publishing, vol. 16(1), pages 1-20, January.
    • Handle: RePEc:igg:jcrmm0:v:16:y:2025:i:1:p:1-20
    as

    Download full text from publisher

    File URL: https://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJCRMM.389736
    Download Restriction: no
    ---><---

    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:igg:jcrmm0:v:16:y:2025:i:1:p:1-20. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    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.