An Integrated TPB-TAM-Environmental Behavior Theory Approach to Agricultural By-Products Acceptance: A Structural Equation Modeling Analysis of Sugarcane Bagasse Food Containers

Fan Meng and Bussracumpakorn Chokeanand

Research on World Agricultural Economy, 2025, vol. 6, issue 3

Abstract: Amid accelerating climate change and the global shift toward sustainable consumption, agricultural by-products have gained attention as low-carbon alternatives to conventional plastic packaging. This study explores the psychological and behavioral mechanisms underlying consumer acceptance of sugarcane bagasse containers, aiming to advance understanding of how agricultural residue-based innovations drive sustainable packaging adoption. An integrated framework (EPIM-LCP) is developed by synthesizing the Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), and Environmental Behavior Theory (EBT). Based on empirical data from 450 respondents in Guangxi, China, Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to test eleven hypotheses. Results reveal that environmental concern and environmental values significantly enhance low-carbon awareness, which positively shapes consumer attitudes. Perceived usefulness and ease of use influence attitudes, mediating their impact on acceptance intention. Attitude, subjective norms, and perceived behavioral control all significantly predict adoption intention, with attitude being the most influential factor. Two key mediation pathways are identified: (1) environmental cognition → low-carbon awareness → attitude → intention; and (2) technical perception → attitude → intention. The model exhibits strong predictive validity through PLS-Predict analysis. This research contributes to sustainable packaging literature by being one of the first to integrate TAM, TPB, and EBT for agricultural by-products adoption. The findings offer theoretical insights into consumer psychology while providing practical implications for designers, marketers, and policymakers promoting bio-based packaging solutions.

Keywords: Agricultural; and; Food; Policy (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ags:reowae:412762

DOI: 10.22004/ag.econ.412762

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