Unraveling Psychosocial Drivers of Environmentally-labeled Coffee
Issued Date
2023-01-01
Resource Type
ISSN
11261668
eISSN
19724802
Scopus ID
2-s2.0-85188346652
Journal Title
Economia Agro-Alimentare
Volume
25
Issue
3
Start Page
109
End Page
141
Rights Holder(s)
SCOPUS
Bibliographic Citation
Economia Agro-Alimentare Vol.25 No.3 (2023) , 109-141
Suggested Citation
Ut-Tha V., Chung R. Unraveling Psychosocial Drivers of Environmentally-labeled Coffee. Economia Agro-Alimentare Vol.25 No.3 (2023) , 109-141. 141. doi:10.3280/ecag2023oa15961 Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/97780
Title
Unraveling Psychosocial Drivers of Environmentally-labeled Coffee
Author's Affiliation
Corresponding Author(s)
Other Contributor(s)
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 decision-making strategies.