Effects of factors on the attitude-behaviour gap for sustainable tea consumption in Fujian, China

Yihui Chen, Hao Shi and Minjie Li

International Journal of Sustainable Development, 2023, vol. 26, issue 2, 115-139

Abstract: Sustainable consumption is the consensus of human society and the inevitable choice to effectively realise sustainable development. In order to investigate the factors influencing sustainable consumption attitude (SCA), intention, behaviour, and the sustainable consumption attitude-behaviour gap (SCABG) through the structural equation model based on the partial least squares method (PLS-SEM), 391 consumer questionnaires from tea consumers in Fujian, a major oolong tea-producing region in China, were collected. We discovered that the SCABG was positively influenced by SCA and intention and negatively impacted by sustainable consumption behaviour. We looked at the effects that age, price, living conditions, and place of residence have on the attitude-behaviour gap surrounding sustainable consumption. Finally, targeted recommendations are made for sustainable tea consumption.

Keywords: sustainable consumption; attitude; intention; behaviour; tea consumption; attitude-behaviour gap; tea industry; partial least squares method; PLS-SEM; structural equation model; China. (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijsusd:v:26:y:2023:i:2:p:115-139

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