Skip to main navigation menu Skip to main content Skip to site footer

Regular Articles

Vol. 25 No. 3 (2023)

Unraveling Psychosocial Drivers of Environmentally-labeled Coffee

DOI
https://doi.org/10.3280/ecag2023oa15961
Submitted
May 28, 2023
Published
2024-02-05

Abstract

In Taiwan’s niche coffee market, there is a clear demand for sustainability, yet there remains a gap in understanding certification preferences. This study addresses this gap by employing the Theory of Planned Behavior (TPB) to investigate the purchase intentions of 348 Taiwanese consumers towards environmentally-labeled coffee. Structural equation modeling reveals positive associations between attitude, subjective norms, perceived behavioral control individually, and purchase intention. Among the factors influencing attitude, sensory, upscale, and environmental beliefs significantly play significant roles, while health beliefs do not. Probit regression analysis confirms that purchase intention positively influences consumers’ willingness to engage in coffee consumption. In additon, consumer characteristics including past experience, household size, knowledge, and age also impact coffee consumption willingness. These findings provide valuable insights for stakeholders seeking to promote sustainable consumption and guiding environmentally-conscious decisionmaking strategies.

References

  1. Achabou, M.A., & Dekhili, S. (2013). Luxury and sustainable development: Is there a match?. Journal of Business Research, 66, 1896-1903. doi: 10.1016/j.jbusres.2013.02.011.
  2. Aguirre, J. (2016). Culture, health, gender and coffee drinking: A costarican perspective. British Food Journal, 118, 150-163. doi: 10.1108/BFJ-08-2015-0298.
  3. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179-211. doi: 10.1016/0749-5978(91)90020-T.
  4. Ajzen, I., & Driver, B. L. (1991). Prediction of leisure participation from behavioral, normative, and control beliefs: An application of the theory of planned behavior. Leisure sciences, 13, 185-204. doi: 10.1080/01490409109513137.
  5. Ajzen, I., & Fishbein, M. (2000). Attitudes and the attitude-behavior relation: Reasoned and automatic processes. European Review of Social Psychology, 11, 1-33. doi: 10.1080/14792779943000116.
  6. Ave, S.D., Venter, M., & Mhlophe, B. (2015). Sensory branding and buying behavior in coffee shops: A study on generation y. The Retail and Marketing Review, 11, 93-110.
  7. Bai, L., Wang, M., & Gong, S. (2019). Understanding the antecedents of organic food purchases: The important roles of beliefs, subjective norms, and identity expressiveness. Sustainability, 11, 3045. doi: 10.3390/su11113045.
  8. Bannor, R.K., Abele, S., Kuwornu, J.K., Oppong-Kyeremeh, H., & Yeboah, E.D. (2022). Consumer segmentation and preference for indigenous chicken products. Journal of Agribusiness in Developing and Emerging Economies, 12, 75-93. doi: 10.1108/JADEE-08-2020-0162.
  9. Barreto Peixoto, J.A., Silva, J.F., Oliveira, M.B.P., & Alves, R.C. (2023). Sustainability issues along the coffee chain: From the field to the cup. Comprehensive Reviews in Food Science and Food Safety, 22, 287-332. doi: 10.1111/1541-4337.13069.
  10. Boulding, W., & Kirmani, A. (1993). A consumer-side experimental examination of signaling theory: Do consumers perceive warranties as signals of quality?. Journal of Consumer Research, 20, 111-123. doi: 10.1086/209337.
  11. Bray, J.G., & Neilson, J. (2017). Reviewing the impacts of coffee certification programmes on smallholder livelihoods. International Journal of Biodiversity Science, Ecosystem Services & Management, 13, 216-232. doi: 10.1080/21513732.2017.1316520.
  12. Cerjak, M., Naglić, T., Mesić, Z., & Tomić, M. Croatian consumers’ knowledge and attitudes towards fair trade. 143rd Joint EAAE/AAEA Seminar, Naples, Italy. -- Retrieved from https://ageconsearch.umn.edu/record/202756/files/282.pdf.
  13. Chen, M.F. (2020). The impacts of perceived moral obligation and sustainability selfidentity on sustainability development: A theory of planned behavior purchase intention model of sustainability‐labeled coffee and the moderating effect of climate change skepticism. Business Strategy and the Environment, 29, 2404-2417. doi: 10.1002/bse.2510.
  14. Chen, M.F., & Tung, P.J. (2014). Developing an extended theory of planned behavior model to predict consumers’ intention to visit green hotels. International Journal of Hospitality Management, 36, 221-230. doi: 10.1016/j.ijhm.2013.09.006.
  15. de Mejia, E.G., & Ramirez-Mares, M.V. (2014). Impact of caffeine and coffee on our health. Trends in Endocrinology and Metabolism, 25, 489-492. doi: 10.1016/j.tem.2014.07.003.
  16. Emekci, S. (2019). Green consumption behaviours of consumers within the scope of tpb. Journal of Consumer Marketing, 36, 410-417. doi: 10.1108/JCM-05-2018-2694.
  17. Fairtrade International (28 August 2023). Key issues. -- www.fairtrade.net/issue.
  18. FAO (28 August 2023). Coffee. -- www.fao.org/markets-and-trade/commodities/coffee/en.
  19. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley Publishing Company.
  20. Foreign Agricultural Service USDA (28 August 2023). Coffee: World markets and trade. -- www.fas.usda.gov/data/coffee-world-markets-and-trade.
  21. Grabs, J., Kilian, B., Hernández, D.C., & Dietz, T. (2016). Understanding coffee certification dynamics: A spatial analysis of voluntary sustainability standard proliferation. International Food Agribusiness Management Review, 19, 31-56.
  22. Hair, J.F., Black, W.C., Babin, B.J., & Anderson, R.E. (2018). Multivariate data analysis (8th ed.). Cengage Learning EMEA.
  23. Halder, P., Pietarinen, J., Havu-Nuutinen, S., Pöllänen, S., & Pelkonen, P. (2016). The theory of planned behavior model and students’ intentions to use bioenergy: A cross-cultural perspective. Renew Energy, 89, 627-635. doi: 10.1016/j.renene.2015.12.023.
  24. Hameed, I., Waris, I., & Amin ul Haq, M. (2019). Predicting eco-conscious consumer behavior using theory of planned behavior in pakistan. Environmental Science and Pollution Research, 26, 15535-15547. doi: 10.1007/s11356-019-04967-9.
  25. Han, H., Hsu, L.T.J., & Sheu, C. (2010). Application of the theory of planned behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management, 31, 325-334. doi: 10.1016/j.tourman.2009.03.013.
  26. Han, H., & Kim, Y. (2010). An investigation of green hotel customers’ decision formation: Developing an extended model of the theory of planned behavior. International Journal of Hospitality Management, 29, 659-668. doi: 10.1016/j.ijhm.2010.01.001.
  27. Han, H., Lee, S., & Lee, C.K. (2011). Extending the theory of planned behavior: Visa exemptions and the traveller decision-making process. Tourism Geographies, 13, 45-74. doi: 10.1080/14616688.2010.529930.
  28. Heidari, A., Kolahi, M., Behravesh, N., Ghorbanyon, M., Ehsanmansh, F., Hashemolhosini, N., & Zanganeh, F. (2018). Youth and sustainable waste management: A sem approach and extended theory of planned behavior. Journal of Material Cycles and Waste Management, 20, 2041-2053. doi: 10.1007/s10163-018-0754-1.
  29. Ho, T.Q., Hoang, V.-N., Wilson, C., & Nguyen, T.-T. (2018). Eco-efficiency analysis of sustainability-certified coffee production in vietnam. Journal of Cleaner Production, 183, 251-260. doi: 10.1016/j.jclepro.2018.02.147.
  30. Hoeksma, D.L., Gerritzen, M.A., Lokhorst, A.M., & Poortvliet, P.M. (2017). An extended theory of planned behavior to predict consumers’ willingness to buy mobile slaughter unit meat. Meat Science, 128, 15-23. doi: 10.1016/j.meatsci.2017.01.011.
  31. Huang, C.C., Li, S.P., Lai, J.C.M., Chan, Y.K., & Hsieh, M.Y. (2023). Research on the international sustainable practice of the taiwanese food and agricultural education law under the current global food security challenges. Foods, 12, 2785. doi: 10.3390/foods12142785.
  32. Huang, Y.C., Yang, M., & Wang, Y.C. (2014). Effects of green brand on green purchase intention. Marketing Intelligence & Planning, 32, 250-268. doi: 10.1108/MIP-10-2012-0105.
  33. Iqbal, M., Nazir, A., Sadaf, T., Yousaf, A., & Shahwani, M. (2022). Determinants of consumers perceptions regarding fresh and tetra pack milk in faisalabad, pakistan. Pakistan Journal of Agriculture, Agricultural Engineering and Veterinary Sciences, 38, 150-155. doi: 10.47432/2022.38.2.8.
  34. Jang, H.W., & Lee, S.B. (2019). Applying effective sensory marketing to sustainable coffee shop business management. Sustainability, 11, 6430. doi: 10.3390/su11226430.
  35. Khaliqi, M., Gurning, H., Pane, T., Novanda, R., & Darmansyah, D. (2021). The prediction of consumers’ intention in choosing organic coffee: An application of theory planned behaviour. IOP Conference Series: Earth and Environmental Science, 782, 022057. doi: 10.1088/1755-1315/782/2/022057.
  36. Kidwell, B., & Jewell, R.D. (2003). An examination of perceived behavioral control: Internal and external influences on intention. Psychology & Marketing, 20, 625-642. doi: 10.1002/mar.10089.
  37. Labbe, D., Ferrage, A., Rytz, A., Pace, J., & Martin, N. (2015). Pleasantness, emotions and perceptions induced by coffee beverage experience depend on the consumption motivation (hedonic or utilitarian). Food Quality and Preference, 44, 56-61. doi: 10.1016/j.foodqual.2015.03.017.
  38. Lee, H.J., & Yun, Z.S. (2015). Consumers’ perceptions of organic food attributes and cognitive and affective attitudes as determinants of their purchase intentions toward organic food. Food Quality and Preference, 39, 259-267. doi: 10.1016/j.foodqual.2014.06.002.
  39. Lee, K.H., Bonn, M.A., & Cho, M. (2015). Consumer motives for purchasing organic coffee: The moderating effects of ethical concern and price sensitivity. International Journal of Contemporary Hospitality Management, 27, 1157-1180. doi: 10.1108/IJCHM-02-2014-0060.
  40. Lentijo, G.M., & Hostetler, M. (Apr. 1, 2020). Evaluating certified coffee programs. -- https://edis.ifas.ufl.edu/uw351.
  41. Liobikienė, G., Mandravickaitė, J., & Bernatonienė, J. (2016). Theory of planned behavior approach to understand the green purchasing behavior in the eu: A cross-cultural study. Ecological Economics, 125, 38-46. doi: 10.1016/j.ecolecon.2016.02.008.
  42. Liu, C.C., Chen, C.W., & Chen, H.S. (2019a). Measuring consumer preferences and willingness to pay for coffee certification labels in taiwan. Sustainability, 11, 1297. doi: 10.3390/su11051297.
  43. Liu, P., Guo, Q., Ren, F., Wang, L., & Xu, Z. (2019b). Willingness to pay for self-driving vehicles: Influences of demographic and psychological factors. Transportation Research Part C: Emerging Technologies, 100, 306-317. doi: 10.1016/j.trc.2019.01.022.
  44. Madden, T.J., Ellen, P.S., & Ajzen, I. (1992). A comparison of the theory of planned behavior and the theory of reasoned action. Personality and social psychology Bulletin, 18, 3-9. doi: 10.1177/0146167292181001.
  45. Maichum, K., Parichatnon, S., & Peng, K.C. (2016). Application of the extended theory of planned behavior model to investigate purchase intention of green products among thai consumers. Sustainability, 8, 1077. doi: 10.3390/su8101077.
  46. Mohamed, Z., Kit Teng, P., Rezai, G., & Sharifuddin, J. (2014). Malaysian consumers’ willingness-to-pay toward eco-labeled food products in klang valley. Journal of Food Products Marketing, 20, 63-74. doi: 10.1080/10454446.2014.921876.
  47. My, N.H.D., Demont, M., Van Loo, E.J., de Guia, A., Rutsaert, P., Tuan, T.H., & Verbeke, W. (2018). What is the value of sustainably-produced rice? Consumer evidence from experimental auctions in vietnam. Food Policy, 79, 283-296. doi: 10.1016/j.foodpol.2018.08.004.
  48. Nguyen, T.T.H., Hung, R.J., Lee, C.H., & Nguyen, T.T.H. (2019). Determinants of residents’ e-waste recycling behavioral intention: A case study from vietnam. Sustainability, 11, 164. doi: 10.3390/su11010164.
  49. Nicolau, J.L., Guix, M., Hernandez-Maskivker, G., & Molenkamp, N. (2020). Millennials’ willingness to pay for green restaurants. International Journal of Hospitality Management, 90, 102601. doi: 10.1016/j.ijhm.2020.102601.
  50. O’Connor, E.L., Sims, L., & White, K.M. (2017). Ethical food choices: Examining people’s fair trade purchasing decisions. Food Quality and Preference, 60, 105-112. doi: 10.1016/j.foodqual.2017.04.001.
  51. Oroian, C., Safirescu, C., Harun, R., Chiciudean, G., Arion, F., Muresan, I., & Bordeanu, B. (2017). Consumers’ attitudes towards organic products and sustainable development: A case study of romania. Sustainability, 9, 1559. doi: 10.3390/su9091559.
  52. Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123-134. doi: 10.1016/j.jretconser.2015.11.006.
  53. Pedini, S., Cecchini, L., & Santucci, F.M. (2017). Fair trade coffee potential market in italy: A roaster sector analysis. Italian Review of Agricultural Economics, 72, 195-214.
  54. Petrescu, D., & Petrescu-Mag, R. (2015). Organic food perception: Fad, or healthy and environmentally friendly? A case on romanian consumers. Sustainability, 7, 12017-12031. doi: 10.3390/su70912017.
  55. Puspitasari, R., & Balqiah, T. (2020). Influence of healthy lifestyle, health concerns, environmental concern, and product quality toward intention to purchase organic coffee. In Contemporary research on business and management (pp. 144-148). CRC Press. doi: 10.1201/9781003035985-34.
  56. Rainforest Alliance (18 September 2023). Rainforest alliance certified coffee. -- www.rainforest-alliance.org/insights/rainforest-alliance-certified-coffee.
  57. Rainforest Alliance (18 September 2023). Utz certification (now part of the rainforest alliance). -- www.rainforest-alliance.org/utz.
  58. Ramírez-Correa, P., Rondán-Cataluña, F.J., Moulaz, M.T., & Arenas-Gaitán, J. (2020). Purchase intention of specialty coffee. Sustainability, 12, 1329. doi: 10.3390/su12041329.
  59. Roitner-Schobesberger, B., Darnhofer, I., Somsook, S., & Vogl, C.R. (2008). Consumer perceptions of organic foods in bangkok, thailand. Food Policy, 33, 112-121. doi: 10.1016/j.foodpol.2007.09.004.
  60. Ruangkanjanases, A., You, J.J., Chien, S.W., Ma, Y., Chen, S.C., & Chao, L.C. (2020). Elucidating the effect of antecedents on consumers’ green purchase intention: An extension of the theory of planned behavior. Frontiers in Psychology, 11, 1433. doi: 10.3389/fpsyg.2020.01433.
  61. Ryan, J., & Casidy, R. (2018). The role of brand reputation in organic food consumption: A behavioral reasoning perspective. Journal of Retailing and Consumer Services, 41, 239-247. doi: 10.1016/j.jretconser.2018.01.002.
  62. Salem, S.F., & Salem, S.O. (2018). Self-identity and social identity as drivers of consumers’ purchase intention towards luxury fashion goods and willingness to pay premium price. Asian Academy of Management Journal, 23, 161-184. doi: 10.21315/aamj2018.23.2.8.
  63. Senger, I., Borges, J.A.R., & Machado, J.A.D. (2017). Using structural equation modeling to identify the psychological factors influencing dairy farmers’ intention to diversify agricultural production. Livestock Science, 203, 97-105. doi: 10.1016/j.livsci.2017.07.009.
  64. Sepúlveda, W.S., Chekmam, L., Maza, M.T., & Mancilla, N.O. (2016). Consumers’ preference for the origin and quality attributes associated with production of specialty coffees: Results from a cross-cultural study. Food Research International, 89, 997-1003. doi: 10.1016/j.foodres.2016.03.039.
  65. Setyawan, A., Noermijati, N., Sunaryo, S., & Aisjah, S. (2018). Green product buying intentions among young consumers: Extending the application of theory of planned behavior. Problems and Perspectives in Management, 16, 145-154. doi: 10.21511/ppm.16(2).2018.13.
  66. Shi, H., Fan, J., & Zhao, D. (2017). Predicting household pm2.5-reduction behavior in chinese urban areas: An integrative model of theory of planned behavior and norm activation theory. Journal of Cleaner Production, 145, 64-73. doi: 10.1016/j.jclepro.2016.12.169.
  67. Shukla, S. (2019). A study on millennial purchase intention of green products in india: Applying extended theory of planned behavior model. Journal of Asia-Pacific Business, 20, 322-350. doi: 10.1080/10599231.2019.1684171.
  68. Singh, G., & Pandey, N. (2018). The determinants of green packaging that influence buyers’ willingness to pay a price premium. Australasian Marketing Journal, 26, 221-230. doi: 10.1016/j.ausmj.2018.06.001.
  69. Sousa, A.G., Machado, L.M.M., Silva, E.F.d., & Costa, T.H.M.d. (2016). Personal characteristics of coffee consumers and non-consumers, reasons and preferences for foods eaten with coffee among adults from the federal district, Brazil.
  70. Food Science and Technology, 36, 432-438. doi: 10.1590/1678-457X.10015.
  71. Terry, D.J., Hogg, M.A., & White, K.M. (1999). The theory of planned behaviour: Self‐identity, social identity and group norms. British Journal of Social Psychology, 38, 225-244. doi: 10.1348/014466699164149.
  72. Ting, C.T., Hsieh, C.M., Chang, H.P., & Chen, H.S. (2019). Environmental consciousness and green customer behavior: The moderating roles of incentive mechanisms. Sustainability, 11, 819. doi: 10.3390/su11030819.
  73. United States Department of Agriculture (28 August 2023). Opportunities for us coffee percolate in taiwan brewing market. -- https://apps.fas.usda.gov/newgainapi/api/Report/DownloadReportByFileName?fileName=Opportunities%20for%20US%20Coffee%20Percolate%20in%20Taiwan%20Brewing%20Market_Taipei%20ATO_Taiwan_04-27-2021.
  74. Ut-tha, V., Lee, P.P., & Chung, R. (2021a). Willingness to pay for sustainable coffee: A case of thai consumers. SAGE Open, 11, 21582440211052956. doi: 10.1177/21582440211052956.
  75. Ut-tha, V., Lee, P.P., & Chung, R.H. (2021b). Purchase intention of certified coffee: Evidence from thailand. The Journal of Asian Finance, Economics and Business, 8, 583-592.
  76. Utama, A.P., Sumarwan, U., Suroso, A.I., & Najib, M. (2021). Influences of product attributes and lifestyles on consumer behavior: A case study of coffee consumption in indonesia. The Journal of Asian Finance, Economics and Business, 8, 939-950.
  77. Van der Merwe, K., & Maree, T. (2016). The behavioural intentions of specialty coffee consumers in South Africa. International Journal of Consumer Studies, 40, 501-508. doi: 10.1111/ijcs.12275.
  78. Vraneševic, T., & Stančec, R. (2003). The effect of the brand on perceived quality of food products. British Food Journal, 105, 811-825. doi: 10.1108/00070700310511609.
  79. Wann, J.W., Kao, C.Y., & Yang, Y.C. (2018). Consumer preferences of locally grown specialty crop: The case of taiwan coffee. Sustainability, 10, 2396. doi: 10.3390/su10072396.
  80. Wee, C.S., Ariff, M.S.B.M., Zakuan, N., Tajudin, M.N.M., Ismail, K., & Ishak, N. (2014). Consumers perception, purchase intention and actual purchase behavior of organic food products. Review of Integrative Business Economics Research, 3, 378-397.
  81. Yadav, R., & Pathak, G.S. (2016). Young consumers’ intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732-739. doi: 10.1016/j.jclepro.2016.06.120.
  82. Yang, S.H., Phan, H.T.T., Hsieh, C.M., & Li, T.N. (2022). What intentions and interesting information can attract consumers to scan qr code while buying eggs?. Foods, 11, 1259. doi: 10.3390/foods11091259.
  83. Zagata, L. (2012). Consumers’ beliefs and behavioural intentions towards organic food. Evidence from the czech republic. Appetite, 59, 81-89. doi: 10.1016/j.appet.2012.03.023.
  84. Zhang, B., Fu, Z., Huang, J., Wang, J., Xu, S., & Zhang, L. (2018). Consumers’ perceptions, purchase intention, and willingness to pay a premium price for safe vegetables: A case study of beijing, china. Journal of Cleaner Production, 197, 1498-1507. doi: 10.1016/j.jclepro.2018.06.273.

Metrics

Metrics Loading ...