Title: Effects of factors on the attitude-behaviour gap for sustainable tea consumption in Fujian, China

Authors: Yihui Chen; Hao Shi; Minjie Li

Addresses: Anxi College of Tea Science, Fujian Agriculture and Forestry University, Fuzhou 350002, Fujian, China ' Anxi College of Tea Science, Fujian Agriculture and Forestry University, Fuzhou 350002, Fujian, China ' School of Economics and Trade, Fujian Jiangxia University, Fuzhou 350108, Fujian, China

Abstract: Sustainable consumption is the consensus of human society and the inevitable choice to effectively realise sustainable development. In order to investigate the factors influencing sustainable consumption attitude (SCA), intention, behaviour, and the sustainable consumption attitude-behaviour gap (SCABG) through the structural equation model based on the partial least squares method (PLS-SEM), 391 consumer questionnaires from tea consumers in Fujian, a major oolong tea-producing region in China, were collected. We discovered that the SCABG was positively influenced by SCA and intention and negatively impacted by sustainable consumption behaviour. We looked at the effects that age, price, living conditions, and place of residence have on the attitude-behaviour gap surrounding sustainable consumption. Finally, targeted recommendations are made for sustainable tea consumption.

Keywords: sustainable consumption; attitude; intention; behaviour; tea consumption; attitude-behaviour gap; tea industry; partial least squares method; PLS-SEM; structural equation model; China.

DOI: 10.1504/IJSD.2023.133620

International Journal of Sustainable Development, 2023 Vol.26 No.2, pp.115 - 139

Received: 07 Apr 2022
Received in revised form: 16 May 2023
Accepted: 07 Jul 2023
Published online: 25 Sep 2023 *

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