The Impact of Consumers’ Agreement with Sustainable Development Goals (SDGs) on Agricultural Product Subscription Behaviors

Tzu-Chun Huang (), Yen-Chuan Lai and Ching Li ()
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Tzu-Chun Huang: Graduate Institute of Sport, Leisure and Hospitality Management, National Taiwan Normal University, Taipei 106, Taiwan
Yen-Chuan Lai: Graduate Institute of Sport, Leisure and Hospitality Management, National Taiwan Normal University, Taipei 106, Taiwan
Ching Li: Graduate Institute of Sport, Leisure and Hospitality Management, National Taiwan Normal University, Taipei 106, Taiwan

Sustainability, 2025, vol. 17, issue 5, 1-17

Abstract: This study investigates the influence of consumers’ alignment with Sustainable Development Goals (SDGs) on their participation in agricultural product subscription services. A two-step cluster analysis was employed to classify consumer subscription behaviors into distinct groups, followed by discriminant analysis and one-way ANOVA to examine differences in consumer behavior and SDG alignment across these clusters. The findings identified three key subscriber categories: General, Price-Oriented, and Quality-Oriented Subscribers. A critical factor distinguishing these clusters was the reduction in product waste, which aligns with SDG 2, aimed at improving agricultural production efficiency to ensure food security. Overall, this study identified a significant relationship between agricultural product subscriptions and the SDGs, reflecting consumers’ attitudes toward sustainable development based on their varying degrees of recognition of the subscription model’s value.

Keywords: consumer behavior; subscription models; environmental sustainability; value-orientation (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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