Enhancing Sustainable Coffee Tourism Behavior Among Y-Generation via Environment Knowledge

This study analyzes the effects of environmental knowledge, environmental value, and environmental awareness on sustainable coffee tourism behavior, while examining the mediating roles of environmental value and awareness. Using a convenience sampling method, 470 questionnaires were collected from Gen-Y with experience in Yunnan coffee tourism. Structural equation modeling was employed to validate the significance of environmental knowledge. The findings reveal that environmental knowledge positively influences environmental value, environmental awareness, and sustainable coffee tourism behavior. Environmental value and awareness not only directly promote sustainable practices but also serve as critical mediators. Furthermore, the results confirm the chain mediation effect of environmental value and environmental awareness between knowledge and behavior. This research offers practical implications for multiple stakeholders, encouraging the adoption of diverse strategies to enhance tourists' environmental knowledge.