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

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  • Shao-Ping Yang

    (Graduate Institute of Bio-industry Management, National Chung Hsing University, Taichung City 402, Taiwan)

  • Shu-Chun Chang

    (Graduate Institute of Bio-industry Management, National Chung Hsing University, Taichung City 402, Taiwan)

  • Ta-Ching Liang

    (Department of Leisure & Recreation, National Formosa University, Huwei Township 632, Taiwan)

  • Rospita Odorlina P. Situmorang

    (Department of Forestry, National Chung Hsing University, Taichung City 402, Taiwan)

  • Minhas Hussain

    (Department of Forestry, National Chung Hsing University, Taichung City 402, Taiwan)

Abstract

A sustainable lifestyle and green consumption are becoming popular nowadays due to increased awareness of environmental issues and many incidents regarding food safety. This has triggered the rapid development of the marketing of green products and the promotion of many green brands which causes confusion among consumers. This paper’s purpose is to evaluate the relationship between this consumer confusion and different Food-Related Lifestyles (FRLs) tending towards green consumption, taking as a case study organic infant milk formula. This study was based on an online survey which was conducted with 381 Taiwanese parents and carried out from January to February 2019. Through cluster analysis, this study categorized the different FRLs into three groups, i.e., consumers unfamiliar with food product quality, consumers who value food quality, and consumers who value food practicality. This study found that there is no significant correlation between different levels of consumer confusion and different FRLs. Furthermore, different consumers’ FRLs have significant correlations with green consumption intention. This study also found a positive relationship between consumer confusion and green consumption intention.

Suggested Citation

  • Shao-Ping Yang & Shu-Chun Chang & Ta-Ching Liang & Rospita Odorlina P. Situmorang & Minhas Hussain, 2021. "Consumer Confusion and Green Consumption Intentions from the Perspective of Food-Related Lifestyles on Organic Infant Milk Formulas," Sustainability, MDPI, vol. 13(4), pages 1-16, February.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:4:p:1606-:d:492272
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    1. Umar Nawaz Kayani & Anamul Haque & Umme Kulsum & Nishat Taslin Mohona & Fakhrul Hasan, 2023. "Modeling the Antecedents of Green Consumption Values to Promote the Green Attitude," Sustainability, MDPI, vol. 15(17), pages 1-15, August.

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