Attribute-Driven or Green-Driven: The Impact of Subjective and Objective Knowledge on Sustainable Tea Consumption

Abstract

The market for green agricultural products has tremendous growth potential as the pressure on resources and the environment increases and the safety of agricultural products is garnering attention. The demand for green food (tea) is also rising as tea is among the top three beverages consumed worldwide. The study attempts to propose a model of the relationship between green food (tea) customers’ product knowledge, perceived product quality, trust, purchase intention, and purchase behaviour. In addition, we will provide an analysis of the role played by age, education, income, gender, etc. The study included 700 questionnaires on green food (tea) consumers that were collected through the Credemo questionnaire platform, and data analysis was carried out using the SmartPLS software to assess the model of product knowledge on green food (tea) consumption behaviour. The findings demonstrate that, concerning differences in age, education, income, and gender; product knowledge—including attribute knowledge and green knowledge—has a positive impact on perceived product quality and trust; perceived product quality has a positive impact on trust; perceived product quality and trust have a positive impact on purchase intention; and purchase intention has a positive impact on purchase behavior.

Breaking Conventional Eating Habits: Perception and Acceptance of 3D-Printed Food among Taiwanese University Students

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How do individual-level factors influence the adoption of low-carbon technology? Proposing and validating the bioeconomy technology acceptance model in the context of Africa

“…Prior VBN studies have employed the three external psychological factors in this study to understand pro-environmental behavior intentions: subjective knowledge (Rajaee et al, 2019;Rizkalla and Erhan, 2020;Wang et al, 2020), the New Environmental Paradigm (Chen, 2015;Han et al, 2018;Liu and Wu, 2020), and awareness (belief) of climate change problem (van der Werff and Steg, 2016;Kim and Kim, 2018;Liobikiené and Poškus, 2019). Subjective knowledge is involved in this study because it influences behavior and decision-making more than objective knowledge (Eberhardt et al, 2020;Acikgoz et al, 2023;Viot et al, 2023;Zheng et al, 2023). Attitude is a predictor of behavior, and environmental behavior is predicted by environmental attitudes-the overall relationship between humans and the environment.…”