The Relationship of Perceived Consumer Effectiveness, Subjective Knowledge, and Purchase Intention on Carbon Label Products—A Case Study of Carbon-Labeled Packaged Tea Products in Taiwan

Abstract

In view of global warming issues, the Taiwan government has implemented environmental-related policies and measures for sustainable development through promoting “carbon labeling” in recent years. Many studies related to carbon labeling have been conducted after its promotion, but the studies on the relationship of subjective knowledge or perceived knowledge on carbon labeling, perceived consumer effectiveness (PCE), and willingness to buy the products are still limited. Therefore, this study aimed to examine the relationship of subjective knowledge on carbon labeling, consumer perception, and willingness to buy carbon label products, with a case study of packaged tea products in Taiwan. The respondents were Taiwanese adults aged 18 years old and over, who have experience of buying packaged tea. The research was conducted by survey method using non-probability sampling method at convenience retail stores i.e., 7-Eleven and Family Mart. The result showed that (1) the consumers with high subjective knowledge have high willingness to purchase packaged tea products with carbon labels, consumers with high PCE have high subjective knowledge of carbon labeling, and consumers with high PCE have high willingness to buy carbon-labeled packaged tea products; (2) there is a positive linear relationship of subjective knowledge and PCE toward purchase intention of carbon label; and (3) a significant positive correlation between subjective knowledge, PCE, and willingness to buy packaged tea beverage products with carbon labels for the female respondents.

Consumer Confusion and Green Consumption Intentions from the Perspective of Food-Related Lifestyles on Organic Infant Milk Formulas

“…Similar to this finding, Fang and Lee [49] argued that consumers who are more concerned with the quality of food termed as "adventurous consumers", have higher intentions towards green consumption. This finding is also in line with the previous studies which mentioned that green self-concept [54] and subjective knowledge on environmental issues [55] positively correlate with green purchase intention.…”

Antecedents of Purchase Behavior in Commercial Cat Foods

“…This means that the higher subjective knowledge of consumers does not influence an increase in purchase intention. This finding contradicts previous research that states subjective knowledge has a significant positive effect on the purchase intention of a product [27]. According to the descriptive statistics (Table 4), the mean value of the subjective knowledge variable is 3.64, respondents do not have in-depth knowledge of commercial cat food items on average.…”

“…This subjective knowledge is acquired through consumption experience. Consumer subjective knowledge has a significant positive effect on purchase intention [17,18]. Other studies have also analyzed the impact of subjective knowledge on purchase intention and found significant positive results [19].…”

The Impact of Information Overload of E-Commerce Platform on Consumer Return Intention: Considering the Moderating Role of Perceived Environmental Effectiveness

“…The measurement of consumers' perceived environmental effectiveness was measured by referring to the scale developed by Leary et al (2014) [59], Liang et al (2020) [60], and Panda et al (2020) [49], which usually included consumers' cognition of the relationship between personal behavior and environmental problems, as well as the cognition of the environmental impact of consumer behavior in a specific context. There are 4 items in total, for example, "I realize that consumer behavior affects society and the environment", "I realize that reducing returns is environmentally friendly", etc.…”