Enhancing Sustainable Coffee Tourism Behavior Among Y-Generation via Environment Knowledge: Role of Environmental Value and Awareness

Songyu Jiang, Akera Ratchavieng, Han Wang, Nutteera Phakdeephirot and Yi OuYang
Additional contact information
Songyu Jiang: Rattanakosin International College of Creative Entrepreneurship, Rajamangala University of Technology, Rattanakosin, Thailand
Akera Ratchavieng: Faculty of Industry and Technology, Rajamangala University of Technology, Rattanakosin, Thailand
Han Wang: Faculty of Teacher Training, Xishuangbanna Vocational and Technical College, China
Nutteera Phakdeephirot: Rattanakosin International College of Creative Entrepreneurship, Rajamangala University of Technology, Rattanakosin, Thailand
Yi OuYang: Rattanakosin International College of Creative Entrepreneurship, Rajamangala University of Technology, Rattanakosin, Thailand

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2025, vol. 16, issue 1, 1-20

Abstract: This study analyzes the effects of environmental knowledge, environmental value, and environmental awareness on sustainable coffee tourism behavior, while examining the mediating roles of environmental value and awareness. Using a convenience sampling method, 470 questionnaires were collected from Gen-Y with experience in Yunnan coffee tourism. Structural equation modeling was employed to validate the significance of environmental knowledge. The findings reveal that environmental knowledge positively influences environmental value, environmental awareness, and sustainable coffee tourism behavior. Environmental value and awareness not only directly promote sustainable practices but also serve as critical mediators. Furthermore, the results confirm the chain mediation effect of environmental value and environmental awareness between knowledge and behavior. This research offers practical implications for multiple stakeholders, encouraging the adoption of diverse strategies to enhance tourists' environmental knowledge.

Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://services.igi-global.com/resolvedoi/resolve ... 0.4018/IJCRMM.389736 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jcrmm0:v:16:y:2025:i:1:p:1-20

Access Statistics for this article

International Journal of Customer Relationship Marketing and Management (IJCRMM) is currently edited by Riyad Eid

More articles in International Journal of Customer Relationship Marketing and Management (IJCRMM) from IGI Global Scientific Publishing
Bibliographic data for series maintained by Journal Editor ().