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The Impact of Consumers’ Agreement with Sustainable Development Goals (SDGs) on Agricultural Product Subscription Behaviors

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  • Tzu-Chun Huang

    (Graduate Institute of Sport, Leisure and Hospitality Management, National Taiwan Normal University, Taipei 106, Taiwan)

  • Yen-Chuan Lai

    (Graduate Institute of Sport, Leisure and Hospitality Management, National Taiwan Normal University, Taipei 106, Taiwan)

  • Ching Li

    (Graduate Institute of Sport, Leisure and Hospitality Management, National Taiwan Normal University, Taipei 106, Taiwan)

Abstract

This study investigates the influence of consumers’ alignment with Sustainable Development Goals (SDGs) on their participation in agricultural product subscription services. A two-step cluster analysis was employed to classify consumer subscription behaviors into distinct groups, followed by discriminant analysis and one-way ANOVA to examine differences in consumer behavior and SDG alignment across these clusters. The findings identified three key subscriber categories: General, Price-Oriented, and Quality-Oriented Subscribers. A critical factor distinguishing these clusters was the reduction in product waste, which aligns with SDG 2, aimed at improving agricultural production efficiency to ensure food security. Overall, this study identified a significant relationship between agricultural product subscriptions and the SDGs, reflecting consumers’ attitudes toward sustainable development based on their varying degrees of recognition of the subscription model’s value.

Suggested Citation

  • Tzu-Chun Huang & Yen-Chuan Lai & Ching Li, 2025. "The Impact of Consumers’ Agreement with Sustainable Development Goals (SDGs) on Agricultural Product Subscription Behaviors," Sustainability, MDPI, vol. 17(5), pages 1-17, February.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:5:p:1809-:d:1595986
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    References listed on IDEAS

    as
    1. Grzegorz Maciejewski & Dawid Lesznik, 2022. "Consumers Towards the Goals of Sustainable Development: Attitudes and Typology," Sustainability, MDPI, vol. 14(17), pages 1-17, August.
    2. K. Warner & M. Hamza & A. Oliver-Smith & F. Renaud & A. Julca, 2010. "Climate change, environmental degradation and migration," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 55(3), pages 689-715, December.
    3. Pasirayi, Simbarashe & Fennell, Patrick B., 2021. "The effect of subscription-based direct-to-consumer channel additions on firm value," Journal of Business Research, Elsevier, vol. 123(C), pages 355-366.
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