Economia Agro-Alimentare (Feb 2024)

Unraveling Psychosocial Drivers of Environmentally-labeled Coffee

  • Veenarat Ut-tha,
  • Rebecca Chung

DOI
https://doi.org/10.3280/ecag2023oa15961
Journal volume & issue
Vol. 25, no. 3

Abstract

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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.

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