IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v66y2022ics0969698921004732.html
   My bibliography  Save this article

Key influencing factors of green vegetable consumption in Beijing, China

Author

Listed:
  • Yin, Zhengqing
  • Li, Bo
  • Li, Shufei
  • Ding, Junqi
  • Zhang, Lingxian

Abstract

Green-certified vegetables are nutritious, attractive to the senses, and in line with the principles of sustainable development. The objectives of this study are to reveal the mechanism of green-certified vegetable consumption; that is, to explore the key influencing factors behind consumers' purchase intentions, purchase behavior, and willingness to pay for green-certified vegetables. Based on the Theory of Multi-attribute Attitudes and the Theory of Planned Behavior, a research framework of the consumption mechanism oriented to consumers' preferences regarding green-certified vegetable quality was established. By collecting 520 questionnaires from Beijing, China, the model was confirmed by the ordered logistic regression and interval linear regression method. The results showed that consumers have heterogeneous quality preferences, and their purchase intentions and purchase behavior levels are relatively high, with an average willingness to pay (WTP) of 138.58%. The key influencing factors driving consumers' purchase intentions, purchase behavior, and WTP include protein content belief, mineral content belief, vitamin content belief, organic vegetable safety belief, freshness belief, and taste belief. In addition, color belief and packaging quality belief significantly influenced consumers' WTP, while origin reputation belief and brand reputation belief significantly influenced consumers' purchase intention and purchase behavior. The findings of this study can guide the supply side of green-certified vegetables to improve product quality according to consumer demand, so as to promote the sustainable development of green-certified vegetables.

Suggested Citation

  • Yin, Zhengqing & Li, Bo & Li, Shufei & Ding, Junqi & Zhang, Lingxian, 2022. "Key influencing factors of green vegetable consumption in Beijing, China," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    • Handle: RePEc:eee:joreco:v:66:y:2022:i:c:s0969698921004732
    DOI: 10.1016/j.jretconser.2021.102907
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698921004732
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2021.102907?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Taghikhah, Firouzeh & Voinov, Alexey & Shukla, Nagesh & Filatova, Tatiana, 2021. "Shifts in consumer behavior towards organic products: Theory-driven data analytics," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    2. Koert Van Ittersum & Matthew T. G. Meulenberg & Hans C. M. Van Trijp & Math J. J. M. Candel, 2007. "Consumers’ Appreciation of Regional Certification Labels: A Pan-European Study," Journal of Agricultural Economics, Wiley Blackwell, vol. 58(1), pages 1-23, February.
    3. Dwivedi, Abhishek & Nayeem, Tahmid & Murshed, Feisal, 2018. "Brand experience and consumers’ willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 100-107.
    4. Ryan, Mandy & Scott, David A. & Donaldson, Cam, 2004. "Valuing health care using willingness to pay: a comparison of the payment card and dichotomous choice methods," Journal of Health Economics, Elsevier, vol. 23(2), pages 237-258, March.
    5. Frank Eyhorn & Adrian Muller & John P. Reganold & Emile Frison & Hans R. Herren & Louise Luttikholt & Alexander Mueller & Jürn Sanders & Nadia El-Hage Scialabba & Verena Seufert & Pete Smith, 2019. "Sustainability in global agriculture driven by organic farming," Nature Sustainability, Nature, vol. 2(4), pages 253-255, April.
    6. Fallah Tehrani, Ali & Ahrens, Diane, 2016. "Enhanced predictive models for purchasing in the fashion field by using kernel machine regression equipped with ordinal logistic regression," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 131-138.
    7. Amemiya, Takeshi, 1973. "Regression Analysis when the Dependent Variable is Truncated Normal," Econometrica, Econometric Society, vol. 41(6), pages 997-1016, November.
    8. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    9. Sheng, Yu & Song, Ligang, 2019. "Agricultural production and food consumption in China: A long-term projection," China Economic Review, Elsevier, vol. 53(C), pages 15-29.
    10. Cheung, Millissa F.Y. & To, W.M., 2019. "An extended model of value-attitude-behavior to explain Chinese consumers’ green purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 145-153.
    11. Claudia Symmank, 2019. "Extrinsic and intrinsic food product attributes in consumer and sensory research: literature review and quantification of the findings," Management Review Quarterly, Springer, vol. 69(1), pages 39-74, February.
    12. Nagaraj, Samala, 2021. "Role of consumer health consciousness, food safety & attitude on organic food purchase in emerging market: A serial mediation model," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    13. Wu, Xiang & Xiong, Jie & Li, Haitao & Wu, Han, 2019. "The myth of retail pricing policy for developing organic vegetable markets," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 8-13.
    14. Kumar, Bipul & Manrai, Ajay K. & Manrai, Lalita A., 2017. "Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 1-9.
    15. Park, Hyun Jung & Lin, Li Min, 2020. "Exploring attitude–behavior gap in sustainable consumption: comparison of recycled and upcycled fashion products," Journal of Business Research, Elsevier, vol. 117(C), pages 623-628.
    16. Xiang Wu & Jie Xiong & Haitao Li & Han Wu, 2019. "The myth of retail pricing policy for developing organic vegetable markets," Post-Print hal-02160915, HAL.
    17. Adrian Muller & Christian Schader & Nadia El-Hage Scialabba & Judith Brüggemann & Anne Isensee & Karl-Heinz Erb & Pete Smith & Peter Klocke & Florian Leiber & Matthias Stolze & Urs Niggli, 2017. "Strategies for feeding the world more sustainably with organic agriculture," Nature Communications, Nature, vol. 8(1), pages 1-13, December.
    18. Ryan, Jessica & Casidy, Riza, 2018. "The role of brand reputation in organic food consumption: A behavioral reasoning perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 239-247.
    19. Jaiswal, Deepak & Kant, Rishi, 2018. "Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 60-69.
    20. Boulding, William & Kirmani, Amna, 1993. "A Consumer-Side Experimental Examination of Signaling Theory: Do Consumers Perceive Warranties as Signals of Quality?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(1), pages 111-123, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Li, Bo & Liao, Mengjie & Yuan, Junjing & Zhang, Jian, 2023. "Green consumption behavior prediction based on fan-shaped search mechanism fruit fly algorithm optimized neural network," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    2. Liu, Zhen & Tian, Jiali & Wang, Kexin & Lan, Jing, 2023. "The impact of farmland circulation on the carbon footprint of agricultural cultivation in China," Economic Analysis and Policy, Elsevier, vol. 78(C), pages 792-801.
    3. Malik, Faiza & Ishaq, Muhammad Ishtiaq, 2023. "Impact of minimalist practices on consumer happiness and financial well-being," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    4. Ahsan Siraj & Shilpa Taneja & Yongming Zhu & Hongbing Jiang & Sunil Luthra & Anil Kumar, 2022. "Hey, did you see that label? It's sustainable!: Understanding the role of sustainable labelling in shaping sustainable purchase behaviour for sustainable development," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 2820-2838, November.
    5. Siddiqui, Mujahid & Chakraborty, Debarun & Siddiqui, Aaliyah, 2023. "Consumers buying behaviour towards agri-food products: A mixed-method approach," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    6. Shafqat, Tehmeena & Ishaq, Muhammad Ishtiaq & Ahmed, Anzar, 2023. "Fashion consumption using minimalism: Exploring the relationship of consumer well-being and social connectedness," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    7. Wang, Ying & Zhao, Jincan & Pan, Jialing, 2024. "The investigation of green purchasing behavior in China: A conceptual model based on the theory of planned behavior and self-determination theory," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Taneja, Shilpa & Ali, Liaqat, 2021. "Determinants of customers’ intentions towards environmentally sustainable banking: Testing the structural model," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    2. Xiaoyun Zhang & Feng Dong, 2020. "Why Do Consumers Make Green Purchase Decisions? Insights from a Systematic Review," IJERPH, MDPI, vol. 17(18), pages 1-25, September.
    3. Li, Bo & Liao, Mengjie & Yuan, Junjing & Zhang, Jian, 2023. "Green consumption behavior prediction based on fan-shaped search mechanism fruit fly algorithm optimized neural network," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    4. Kyriakos Riskos & Paraskevi (Evi) Dekoulou & Naoum Mylonas & George Tsourvakas, 2021. "Ecolabels and the Attitude–Behavior Relationship towards Green Product Purchase: A Multiple Mediation Model," Sustainability, MDPI, vol. 13(12), pages 1-22, June.
    5. Boobalan, Kirubaharan & Nachimuthu, Geetha Sulur, 2020. "Organic consumerism: A comparison between India and the USA," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    6. Francesco Testa & Gaia Pretner & Roberta Iovino & Guia Bianchi & Sara Tessitore & Fabio Iraldo, 2021. "Drivers to green consumption: a systematic review," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(4), pages 4826-4880, April.
    7. Siyu Gao & Bilin Shao, 2022. "Why Do Consumers Switch to Biodegradable Plastic Consumption? The Effect of Push, Pull and Mooring on the Plastic Consumption Intention of Young Consumers," Sustainability, MDPI, vol. 14(23), pages 1-23, November.
    8. Tewari, Alok & Mathur, Smriti & Srivastava, Smriti & Gangwar, Divya, 2022. "Examining the role of receptivity to green communication, altruism and openness to change on young consumers’ intention to purchase green apparel: A multi-analytical approach," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    9. Alencar Bravo & Darli Vieira & Thais Ayres Rebello, 2022. "The Origins, Evolution, Current State, and Future of Green Products and Consumer Research: A Bibliometric Analysis," Sustainability, MDPI, vol. 14(17), pages 1-25, September.
    10. Luigi Leclercq-Machado & Aldo Alvarez-Risco & Verónica García-Ibarra & Sharon Esquerre-Botton & Flavio Morales-Ríos & Maria de las Mercedes Anderson-Seminario & Shyla Del-Aguila-Arcentales & Neal M. D, 2022. "Consumer Patterns of Sustainable Clothing Based on Theory of Reasoned Action: Evidence from Ecuador," Sustainability, MDPI, vol. 14(22), pages 1-16, November.
    11. Mosa Aseri & Zaid Ahmad Ansari, 2023. "Purchase Behaviour of Green Footwear in Saudi Arabia Using Theory of Planned Behaviour," Sustainability, MDPI, vol. 15(6), pages 1-17, March.
    12. Vibhava Srivastava & Amit Kumar Gupta, 2023. "Price sensitivity, government green interventions, and green product availability triggers intention toward buying green products," Business Strategy and the Environment, Wiley Blackwell, vol. 32(1), pages 802-819, January.
    13. Astrid Dannenberg & Gunnar Gutsche & Marlene Batzke & Sven Christens & Daniel Engler & Fabian Mankat & Sophia Moeller & Eva Weingaertner & Andreas Ernst & Marcel Lumkowsky & Georg von Wangenheim & Ger, 2022. "The effects of norms on environmental behavior," MAGKS Papers on Economics 202219, Philipps-Universität Marburg, Faculty of Business Administration and Economics, Department of Economics (Volkswirtschaftliche Abteilung).
    14. Subburaj Alagarsamy & Sangeeta Mehrolia & Sonia Mathew, 2021. "How Green Consumption Value Affects Green Consumer Behaviour: The Mediating Role of Consumer Attitudes Towards Sustainable Food Logistics Practices," Vision, , vol. 25(1), pages 65-76, March.
    15. Jaiswal, Deepak & Deshmukh, Arun Kumar & Thaichon, Park, 2022. "Who will adopt electric vehicles? Segmenting and exemplifying potential buyer heterogeneity and forthcoming research," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    16. Sadiq, Mohd & Bharti, Kumkum & Adil, Mohd & Singh, Ramendra, 2021. "Why do consumers buy green apparel? The role of dispositional traits, environmental orientation, environmental knowledge, and monetary incentive," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    17. Indra Abeysekera & Leah Manalang & Raul David & Bethel Grace Guiao, 2022. "Accounting for Environmental Awareness on Green Purchase Intention and Behaviour: Evidence from the Philippines," Sustainability, MDPI, vol. 14(19), pages 1-19, October.
    18. Mikah O. Oliver & Iva Jestratijevic & James Uanhoro & Dee K. Knight, 2023. "Investigation of a Consumer’s Purchase Intentions and Behaviors towards Environmentally Friendly Grocery Packaging," Sustainability, MDPI, vol. 15(11), pages 1-18, May.
    19. Leibao Zhang & Yanli Fan & Wenyu Zhang & Shuai Zhang, 2019. "Extending the Theory of Planned Behavior to Explain the Effects of Cognitive Factors across Different Kinds of Green Products," Sustainability, MDPI, vol. 11(15), pages 1-17, August.
    20. Jaiswal, Deepak & Kaushal, Vikrant & Kant, Rishi & Kumar Singh, Pankaj, 2021. "Consumer adoption intention for electric vehicles: Insights and evidence from Indian sustainable transportation," Technological Forecasting and Social Change, Elsevier, vol. 173(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:66:y:2022:i:c:s0969698921004732. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.