Research on World Agricultural Economy

An Integrated TPB-TAM-Environmental Behavior Theory Approach to Agricultural By-Products Acceptance: A Structural Equation Modeling Analysis of Sugarcane Bagasse Food Containers

Meng Fan

School of Architecture and Design, King Mongkut’s University of Technology Thonburi, 126 Pracha Uthit Rd, Bang Mot, Thung Khru, Bangkok 10140, Thailand

Chokeanand Bussracumpakorn

School of Architecture and Design, King Mongkut’s University of Technology Thonburi, 126 Pracha Uthit Rd, Bang Mot, Thung Khru, Bangkok 10140, Thailand

DOI: https://doi.org/10.36956/rwae.v6i3.2018

Received: 18 April 2025 | Revised: 15 May 2025 | Accepted: 19 May 2025 | Published Online: 25 July 2025

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Abstract

Amid accelerating climate change and the global shift toward sustainable consumption, agricultural by-products have gained attention as low-carbon alternatives to conventional plastic packaging. This study explores the psychological and behavioral mechanisms underlying consumer acceptance of sugarcane bagasse containers, aiming to advance understanding of how agricultural residue-based innovations drive sustainable packaging adoption. An integrated framework (EPIM-LCP) is developed by synthesizing the Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), and Environmental Behavior Theory (EBT). Based on empirical data from 450 respondents in Guangxi, China, Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to test eleven hypotheses. Results reveal that environmental concern and environmental values significantly enhance low-carbon awareness, which positively shapes consumer attitudes. Perceived usefulness and ease of use influence attitudes, mediating their impact on acceptance intention. Attitude, subjective norms, and perceived behavioral control all significantly predict adoption intention, with attitude being the most influential factor. Two key mediation pathways are identified: (1) environmental cognition → low-carbon awareness → attitude → intention; and (2) technical perception → attitude → intention. The model exhibits strong predictive validity through PLS-Predict analysis. This research contributes to sustainable packaging literature by being one of the first to integrate TAM, TPB, and EBT for agricultural by-products adoption. The findings offer theoretical insights into consumer psychology while providing practical implications for designers, marketers, and policymakers promoting bio-based packaging solutions.

Keywords: Agricultural By-Products; Sugarcane Bagasse Containers; Bio-Based Packaging; Technology Acceptance Model (TAM); Theory of Planned Behavior (TPB); Environmental Behavior Theory (EBT); Structural Equation Modeling (SEM)

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