The roles of pollution concerns and environmental knowledge in making green food choices: Evidence from Chinese consumers

Perceptions of Environmental Sustainability in Imported Fruit Purchasing in Taiwan: Insights From Origin Effects

This study aims to explore the origin effects of imported fruits, with a particular focus on environmental sustainability. Data were collected in 2021 through in-person surveys administered to primary food shoppers in Taipei. Total valid samples were 199. SAS software was used in analytics in this study. Multivariate analysis was employed to analyze the influences of various origin effects-advertising, environment, technology, pollution, image, and economy-on purchasing decisions. Major findings indicate that production technology has the most substantial positive influence on purchasing decisions, followed by country image and environmental aspects. Kernel density estimation further revealed that perceptions of environmental sustainability are multifaceted, with pollution being a more consistently understood factor compared to the broader environmental impacts. These findings underscore the importance of tailoring marketing strategies and policies to align with consumer perceptions regarding environmental sustainability, fostering trust, and promoting sustainable practices within the fruit import industry. The study provides valuable insights but is limited by its geographic focus on Taipei, the cross-sectional nature of the data, and the specific origin effects examined. Future research should consider broader geographic areas and additional product categories to enhance generalizability.

Consumer Perception of Food Safety and Valuation of Statistical Life: A Contingent Valuation Study

The value of statistical life (VSL) reflects the trade-off between money and the risk of death. It is a key indicator for conducting regulatory impact assessments. The main purpose of this study was to estimate the VSL in the field of food safety. At the same time, it investigates respondents' willingness to pay (WTP) for reducing the risk of death from foodborne illnesses and explores the impact of factors such as the average household monthly income, health status, and education level on WTP. We conducted a survey using an open-ended contingent valuation method among 1307 respondents aged 18 and above to determine their WTP. Based on the WTP survey results, we calculated the VSL in the food safety sector. We used binary logit and Tobit models to analyze the influencing factors. The results of the study show that the median WTP for reducing the risk of foodborne illness is CNY 100 (USD 16), and the estimated VSL is approximately CNY 9.09 million (USD 141 million). Indicators such as the average household monthly income, health status, and education level are important factors affecting WTP. This study will help practitioners, researchers, and policymakers understand the current population's attitudes towards food safety regulations and determine the priorities for regulatory implementation. Future research can explore the effects of different elicitation methods, cultural differences, and regional variations on WTP and VSL.

Impact of green factors on undergraduate students' green behavioral intentions: A hybrid two-stage modeling approach

Consumers' unsustainable behavior contributes to environmental degradation and impedes sustainability. Using green products is one way to reduce this effect and promote environmental growth. Therefore, this study aims to investigate the green factors that impact young customers' behavioral intentions regarding green products. For this purpose, the researcher designed a research model based on the expanded theory of planned behavior (TPB). The study adopted a two-stage, hybrid model using partial least square-structural equation modeling (PLS-SEM) and necessary condition analysis (NCA) to evaluate and validate the results. A sample of 382 undergraduate students was gathered using a convenience sampling approach. The results reveal that green TPB perception (GTP), green price sensitivity (GPS), green product trust (GPT), and green product value (GPV) are significantly and positively correlated with green behavioral intention (GBI). This study's main contribution is adding a brand-new higher-order construct, GTP, in the environmental and marketing literature and validating its effect on GBI. Again, environmental awareness moderates the association between GPS and GBI. Furthermore, the NCA's findings indicated that these variables are necessary to various degrees for students' GBI. Decision-makers may use the study's insights to create successful regulations to better understand young customers and develop appropriate green initiatives for sustainable development.

Consumer preferences for sustainably produced ultra-high-temperature milk in China

Contrary to ongoing declines in per capita milk consumption in the United States and Europe, per capita milk consumption in China is experiencing dramatic increases, making China one of the most dynamic global dairy markets. Meeting the rapid growth in milk demand presents environmental challenges under current dairy farm production in China. This article measures Chinese consumer valuation of environmentally sustainable milk and of correlated attributes such as food safety and geographic origin. The authors used a discrete choice experiment to collect survey data from a stratified sample of respondents in 5 cities. Applying a mixed logit demand model to the data, they estimated the probability of choosing sustainably produced UHT pasteurized milk over conventional milk, as well as consumers' willingness to pay for the sustainably produced milk. Empirical results confirm that, overall, consumers value sustainably produced milk as they are willing to pay a premium of $2.01/L, well above the cost of conventional milk. Consumer segments more likely to purchase sustainably produced milk include the young, males, and childless households, as well as those already concerned about the environment and food safety. In addition, this article also finds that consumers exhibit a strong degree of home bias in that they prefer domestic brands with domestically sourced raw milk. Valuable new knowledge is provided for policy makers, producers, and marketers interested in designing marketing strategies, and for other researchers interested in general food sustainability issues.

Green-Labelled Rice versus Conventional Rice: Perception and Emotion of Chinese Consumers Based on Review Mining

The COVID-19 pandemic increased public health awareness, changing consumers' sensitivity and beliefs about food health. Food anxiety and health scares turn consumers toward safe and healthy foods to strengthen their immunity, which makes green food more popular. However, it remains unclear how to understand the gap between consumer intention to purchase green food and their actual purchasing behaviour. Taking rice as an object of study, comparing differences in consumer perceptions and emotions towards green-labelled rice and conventional rice is beneficial for understanding the components and psychological characteristics of consumer perceptions of green food. Therefore, we used topic modelling and sentiment analysis to explore consumers' focus of attention, attitudinal preferences, and sentiment tendencies based on the review (n = 77,429) from JD.com. The findings revealed that (1) consumers' concerns about green-labelled rice are increasing rapidly, and most have a positive attitude; (2) consumers of green-labelled rice are more concerned about origin, aroma, and taste than conventional rice; (3) consumers of conventional rice are more concerned about the cost-performance ratio, while consumers of green-labelled rice are also price-sensitive; (4) green label mistrust and packaging breakage during logistics are the leading causes of negative emotions among consumers of green-labelled rice. This study provides a comparative analysis of consumer perceptions and emotions between the two types of rice, thus revealing the main influencing factors of the intention-behaviour gap and providing valuable consumer insights for the promotion of green consumption and the sustainable development of the green food industry.

Understanding the real-time interaction between middle-aged consumers and online experts based on the COM-B model

This paper presents a study of middle-aged online consumers’ specific shopping behaviour on live streaming platforms and analyses the distinct marketing strategy provided by online experts. Influenced by unique social and cultural backgrounds, middle-aged online consumers lack related shopping experience and keep counterfeiting concerns to live streaming shopping, making them prefer to interact with online experts before making final decisions. Based on the COM-B Behaviour Changing theory and the Emotional attachment theory, the research model has been established in this study, and it divides influencing factors into the Emotion unit, Opportunity unit and Capability unit. To test the relationships between influencing factors and middle-aged online consumers’ interactive motivation, the partial least-squares path modelling and variance-based structural equation modelling (PLS-SEM) have been applied on the SmartPLS. By analysing 450 samples, the study shows that the counterfeiting concern and ease of use factors positively impact online consumers’ motivation to interact with online experts, and self-efficacy plays a negative role.

Environmental Concern, Environmental Knowledge, and Residents’ Water Conservation Behavior: Evidence from China

Water conservation represents a typical green behavior and a sustainable lifestyle. Understanding residents’ water conservation behaviors is a prerequisite for promoting more water savers. Using the snowball sampling technique, this study conducted a survey on a sample of 532 Chinese residents to investigate their water conservation behavior, i.e., reusing water in daily life. This study aims for examining psychological and knowledge factors on residents’ water conservation behavior in China using binary logistic regression. Results show that over half of the respondents (54%) have the habit of reusing water in their daily lives. Residents with stronger environmental concern and higher level of environmental knowledge are more likely to exhibit household water conservation in China. Additionally, environmental knowledge plays a positive moderating role in the relationship between environmental concern and water conservation behavior. Environmental knowledge serves as a catalyzer that facilitates the transformation from residents’ environmental concern into real water conservation behavior. Among the demographic variables, only income exerts significantly negative effect on residents’ water conservation behavior, and other variables (e.g., age and gender) fail to exert any influence on this behavior. This study contributes to the literature on environmental psychology and concludes with implications for water resource management.

The Influence of Introducing the Concept of Sustainable System Design Thinking on Consumer Cognition: A Designer’s Perspective

Environmental problems represent one of the most intensive focuses in the world. At present, the rate of environmental damage caused by peoples’ consumption of products and services is still far faster than the rate of regeneration, processing, and recycling of natural ecosystems. In the face of increasingly severe environmental problems, consumers must change their consumption behavior toward a sustainable direction. Based on the ultimate goal of sustainable innovation and development, the introduction of sustainable system design thinking can enable the optimization of sustainable systems for production, manufacturing, consumption, or recycling. As with the concept of traditional system design thinking, sustainable system design thinking is not only a product form but also a creative systematic way to solve problems for the purpose of promoting innovation. It has been transformed from “giving form” to “design process”, “design strategy”, or “design system”. Therefore, this study attempts to explore the potential structure of consumers’ sustainable consumption cognition from the perspective of designers through the introduction of sustainable system design thinking. This study combined literature analysis and a questionnaire survey to propose a research model with seven constructs and eight hypotheses and then used a reliability test, validity test, and structural equation model to analyze and verify the data. The results show that the three constructs of design evaluation (aesthetics, innovation, and function) in system design thinking are feasible and effective in sustainable design. With the support of sustainability concept, the autonomy of consumers’ consumption attitude and intention will be improved. This study can provide reference to governments, enterprises, and designers when formulating, implementing, and practicing sustainable innovative strategies. The results of this study can further influence the continuous promotion and deepening of sustainable design thinking in the cultivation of design talents in colleges and universities, and thus provide multi-field and recyclable theoretical guidance for sustainable design facing future life.

Modeling Consumer’s Switching Intentions Regarding 5G Technology in China

Switching from current technology to disruptive technology entails advantages, sacrifices, and a variety of other considerations that are not encountered in the case of 5G technology. Therefore, this paper investigates consumers’ intention to shift to 5G in the light of disruptive technology innovation. An extended value-based adoption model (VAM) was used to examine the user’s switching intentions (SIs) from 4G (Existing) technology to 5G (Disruptive) technology. The proposed model was examined on data set from 361 Chinese users using the partial least squares-based structural equation modeling (PLS-SEM) technique. The outcomes illustrate the significant correlation between perceived switching benefits (PSBs) and perceived switching sacrifices (PSSs) on perceived sustainability values (SVs), which further impacts users’ SIs. Furthermore, the findings show that users perceived agility (PA) and absorptive capability (AC) moderates and encourages SIs. These findings have important implications for theory and practice. The outcomes of this research will be helpful to telecoms firms in developing consumer retention strategies. Some limitations and future research directions are also explored for scholars.

Relations among Pro-Environmental Behavior, Environmental Knowledge, Environmental Perception, and Post-Materialistic Values in China

During the economic boom, China’s government was mainly concerned with economic development; however, numerous environmental problems have arisen. Evidence suggests that Chinese individuals’ pro-environmental behavior (PEB) is at a low level in Asia. However, it does not match their high-quality environmental knowledge. In this paper, the database of the Chinese General Social Survey was used to explore the correlation between environmental knowledge and PEB in a broader context. Subsequently, environmental perception and post-materialistic values (PMV) were taken as the mediator and moderator into structural equation modeling, and every variable kept robust and consistent through exploratory factor analysis. The empirical results indicated that: (i) individuals with higher environmental knowledge always show higher passion to PEB; (ii) environmental perception plays a partially mediating role between environmental knowledge and PEB; (iii) PMV moderate the formation of environmental behavior systematically; and (iv) compared with public counterpart, the relation between environmental knowledge and PEB is significantly higher in private environmental behavior. The study results could become the basis for the Chinese government and environmental NGOs to effectively spread environmental knowledge, advocate a post-materialistic lifestyle, and improve the authenticity of online media reports on environmental issues.

Deep Q-Learning and Preference Based Multi-Agent System for Sustainable Agricultural Market

Yearly population growth will lead to a significant increase in agricultural production in the coming years. Twenty-first century agricultural producers will be facing the challenge of achieving food security and efficiency. This must be achieved while ensuring sustainable agricultural systems and overcoming the problems posed by climate change, depletion of water resources, and the potential for increased erosion and loss of productivity due to extreme weather conditions. Those environmental consequences will directly affect the price setting process. In view of the price oscillations and the lack of transparent information for buyers, a multi-agent system (MAS) is presented in this article. It supports the making of decisions in the purchase of sustainable agricultural products. The proposed MAS consists of a system that supports decision-making when choosing a supplier on the basis of certain preference-based parameters aimed at measuring the sustainability of a supplier and a deep Q-learning agent for agricultural future market price forecast. Therefore, different agri-environmental indicators (AEIs) have been considered, as well as the use of edge computing technologies to reduce costs of data transfer to the cloud. The presented MAS combines price setting optimizations and user preferences in regards to accessing, filtering, and integrating information. The agents filter and fuse information relevant to a user according to supplier attributes and a dynamic environment. The results presented in this paper allow a user to choose the supplier that best suits their preferences as well as to gain insight on agricultural future markets price oscillations through a deep Q-learning agent.

Green Labelled Rice Shows a Higher Nutritional and Physiochemical Quality Than Conventional Rice in China

In China, green food refers to a wide array of certified agricultural and processed edible commodities that are produced strictly following defined standard protocols and labelled with a specified “Green Food” logo. The demand for green labelled rice is rapidly growing due to its higher quality and adherence to safety standards compared to conventional rice. Therefore, the physicochemical and nutritional quality of green rice needs to be further investigated for consumers’ benefits. Using Daohuaxiang 2, one of the most famous types of green rice, we found that green rice was significantly superior to conventional rice in terms of thousand kernel weight, chalkiness, amylose content, and rheological properties. Green rice contained lower levels of heavy metals than conventional rice due to a dramatic reduction in chemical inputs during its cultivation. The concentrations of Cr, As, Cd, Pb in green rice decreased, respectively, from 98.7 to 180.1 μg/kg, 49.8 to 62.3 μg/kg, 7.8 to 9.1 μg/kg, and 29.0 to 42.8 μg/kg on average. Gas chromatography coupled with mass spectrometry (GC–MS)-based metabolomics, in combination with multivariate analysis, revealed that 15 metabolites differentially accumulated when comparing green and conventional rice. Among these, 12 metabolites showed a high accumulation in green rice, including seven amino acids, two sugars, and three fatty acids. Overall, our results suggest the superior quality of a type of green rice that is popular in China, which may boost green rice consumption and facilitate the further expansion of green rice production in China.

Why Not Green Marketing? Determinates of Consumers’ Intention to Green Purchase Decision in a New Developing Nation

Consumers are paying close attention to green products to reduce the environmental impact on health issues. As the scope of this research, this current study focuses on determining consumers’ purchase decisions regarding green products using a survey conducted in a fast-growing developing country. This research was descriptive and considered a conceptual framework for extending the Theory of Planned Behavior (TPB), which was selected as the primary theoretical model. The significant contributions and main objectives of this study are as follows—to explore the present scenario of green marketing in Bangladesh with previous studies, and to fill a research gap regarding green purchase decisions by applying the TPB model with adding additional constructs, such as environmental concerns, green perceived quality, and future green estimates. A range of qualitative and quantitative techniques were adopted to collect data from the target groups, where a sample of young educated Bangladeshi consumers (n = 638) was used to consider the measurement and structural models by applying a partial least squares-structural equation modelling (PLS-SEM) method. The empirical findings show that consumers’ environmental concern (EC), green perceived benefits (GPB), green awareness of price (GAP), green willingness to purchase (GWP), and future estimation of green marketing (GFE) have a strong positive influence on consumer’ green purchase decision (GPD). Still, the green perceived quality (GPQ) has a negative influence on green purchase decisions (GPD). To inform consumers about green or eco-friendly products, this study provides valuable suggestions to companies, marketers, and policymakers for designing green marketing tools such as green advertising, green branding, and eco-labels. Based on these findings, it gives some managerial insights for the promotion of green products and green marketing.

Why Do Consumers Make Green Purchase Decisions? Insights from a Systematic Review

In order to achieve sustainable development to protect the environment and society, an increasing number of scholars have conducted in-depth research on green marketing and green purchases. Although great achievements have been made in this field, there still is room for further progress. This study reviews 97 papers providing empirical research on green purchase behavior from 2015 to 2020. First, we review the widely used consumer theory and its extended application in recent years. Second, we divide the influencing factors of green purchase behavior into the following three categories and discuss them in detail: individual factors, product attributes and marketing, and social factors. Finally, we put forward the following possible directions for future research. (1) The authors can consider adjustment to the survey objects to weaken the subjectivity of the data. (2) Longitudinal research can be used to assess the impact of education and policies with a lagging effect on consumers. (3) The authors can broaden the research direction towards a cross-cultural background. (4) The behavior of various green products (such as recyclable tires, recycled glass containers, recycled paper) could be explored to enrich the research content. (5) It will be beneficial to combine a variety of consumer theories to explore the green purchase behavior of consumers and break through the existing linear hypothesis path to explore new research methods.