Exploring Sustainability Dynamics in Chinese Folk Belief Consumer Behavior: A Quintuple Innovation Helix Approach

Kuo-Yan Wang (), Jing Yu, Ka-Yin Chau and Jinchao Chen
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Kuo-Yan Wang: Guangdong University of Petrochemical Technology
Jing Yu: Guangdong University of Petrochemical Technology
Ka-Yin Chau: City University of Macau
Jinchao Chen: Ganzhou Vocational and Technical College

Journal of the Knowledge Economy, 2025, vol. 16, issue 1, No 117, 3350-3385

Abstract: Abstract Folk religion is rooted in Chinese culture and has developed into a robust industry influencing cultural enterprises and the regional economy in Taiwan. However, few studies currently explore the dynamics of sustainability in folk belief corporate consumer behavior, covering policy-making, social, and economic dimensions. This study addresses this gap through the quintuple innovation helix (QIH) framework by examining consumer sentiment, donation, and spending intentions collected from contribution data from traditional historical temples. Through structural equation modeling of 292 collected questionnaires, the study showed that participants’ inclination toward spirituality, perceptions of service to others, and use of eco-friendly worship materials significantly affected donation amounts and willingness to revisit. Additionally, it highlights the keen interest of salaried employees and business owners in folk temples that adopt sustainable practices. This research contributes to understanding the interplay of religion in consumer behavior and frames these dynamics in a five-fold innovation spiral. It advocates for a deeper exploration of sustainability, providing valuable insights into the complex landscape in which folk-faith enterprises operate at the crossroads of tradition, innovation, and social impact.

Keywords: Donation motivation; Sustainability innovation; Chinese folk temple; Consumer willingness (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s13132-024-02004-w

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